Spotify teams up with Netflix for video podcast distribution deal

Spotify announced on Tuesday that it will bring its audio video files to Netflix starting next year. As the company seeks to expand its selection of video content and boost its advertising business, Spotify has announced a partnership with Netflix that will feature select video podcasts on the popular streaming service.

At launch, the Netflix-Spotify partnership will bring a selection of sports, culture, lifestyle and true crime podcasts from Spotify Studios and The Ringer to Netflix. Over time, the deal will see Spotify add more podcasts from other studios and genres, Spotify said.

The move comes on the heels of Spotify’s increased focus on audio video, starting with the launch of tools that enabled anyone to publish their shows as videos. Over the past year, the company has added incentives that paid podcast hosts for their popular videos and launched a partner program so hosts can monetize their video content, in a challenge to YouTube.

Spotify has also recently rolled out a number of social tools that allow hosts to engage their audiences, including polls, Q&As, comments, and more.

Spotify’s interest in streaming video comes after a major shift in its podcast strategy in 2023, which included layoffs, including that of chief content and business officer Dawn Ostroff, who led its podcast initiatives. During Ostroff’s time on the service, Spotify invested billions in podcasting, buying studios like Parcast, The Ringer, and Gimlet Media, and signing exclusive podcast deals with big names like Joe Rogan and Alex Cooper, which have since expired.

However, Spotify’s investments failed to turn into significant profits, necessitating a new strategy. The company now believes that video, which is highly consumed by Gen Z users in particular, offers more opportunities for advertising products and monetization. As of Q2 2025, the company said it now has more than 430,000 video podcasts on its service, and video consumption has been growing 20 times faster than audio-only consumption since 2024. More than 350 million Spotify users have also streamed video on its platform, up 65% year over year.

Reached for comment, Spotify declined to share details of its deal with Netflix, regarding ad sharing or monetization.

Initially, Spotify’s audio video files will be made available to users in the US starting in early 2026. Other global markets will follow.

“This partnership represents a new chapter in podcasting,” Roman Wassenmueller, Spotify’s vice president and head of podcasting, said in an announcement. He added: “Together with Netflix, we are expanding discovery, helping creators reach new audiences and giving fans around the world the opportunity to experience the stories they love and discover favorites they never expected. This provides more options for creators and opens up a whole new distribution opportunity.”

Spotify stock fell after its last earnings release in July, as the company’s ad-supported revenue declined despite a growing user and subscriber base. The company told investors at the time that it still believed in its overall strategy and its ability to turn around its programmatic advertising business.

The following Spotify offerings are included in the distribution partnership:

• Bill Simmons Podcast
• The Zach Lowe Show
• McShay offered
• Rollin’ the aisle
• Mismatch
• Ranger F1 demo
• Ranger Fantasy Football Show
• NFL Ranger Show
• NBA Ringer Show
• Rewatchable
• The big picture
• Dave Chang Show
• Recipe Club
• anatomy
• Conspiracy theories
• Serial killers