Netflix is exploring a bold new frontier: video podcasts.
As audiences increasingly tune into shows they can watch, not just listen to, the streaming giant is keen to join the movement.
According to Business Insider, Netflix co-CEO Ted Sarandos hinted at this potential shift during the company’s Q1 earnings call.
“As the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix,” he said, adding that “the lines are getting blurry” between traditional talk shows and the podcast format.
In 2025, video is king. More podcast fans than ever are choosing platforms like YouTube over audio-first services.
Recent data from Edison Podcast Metrics reveals YouTube now pulls in 31% of weekly podcast listeners in the US, compared to Spotify’s 27% and Apple’s 15%.
Nearly half of podcast fans are even watching on Smart TVs. In fact, YouTube accounted for 9.7% of all TV viewing in March—edging past Netflix’s 8.1%.
Despite this, Sarandos remains confident in Netflix’s edge.
Speaking to The Hollywood Reporter, he said the platform continues to be the “best place for premium content, as defined by fans.”
Netflix has already dipped into podcast-adjacent territory with shows like Kill Tony by conservative comedian Tony Hinchcliffe, and content from children’s favourite Ms. Rachel.
But the company wants more. “We’re looking for the next generation of great creators, and we’re looking everywhere, not just in film schools and certainly not just in Hollywood,” Sarandos said.
He also stressed Netflix’s potential to scale creator-led content. “You know, the question that’s out there is, is it premium? Well, some of it is, and we believe we have the best monetisation model on the planet for premium storytelling,” he said. “I think we could help those creators reach an audience. Our model can also support more ambitious efforts for them, could help derisk them, unlike the kind of typical [user generated content] models.”
In a world where Netflix is creeping into YouTube’s territory, Instagram’s becoming TikTok, and X is… still figuring it out, one thing is clear: no platform wants to stay in its lane anymore.
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