Netflix podcasts are becoming a serious strategy, not just an experiment, and the company is betting they could evolve into the next generation of daytime talk shows. Many readers are asking why Netflix is suddenly interested in podcasts, whether video podcasts actually drive growth, and how this move challenges YouTube’s dominance. The short answer is competition for living-room attention. As audiences drift away from traditional TV and toward creator-led content, Netflix wants to capture that shift early. By securing exclusive video podcast rights, the streamer hopes to reshape how casual, conversational content is consumed. This move also hints at a larger ambition to control more of the creator economy. For Netflix, podcasts may be less about audio and more about habit-forming viewing.
Credit: luza studios / Getty ImagesNetflix Podcasts Signal a Strategic Shift
Netflix podcasts represent a clear departure from the platform’s scripted-first identity. This week, Netflix signed new deals with iHeartMedia and Barstool Sports, following a recent agreement with Spotify. Reports suggest the company is also in talks with SiriusXM, further reinforcing the scale of its ambitions. These partnerships focus on exclusive video rights, not audio distribution. That distinction matters because Netflix wants podcasts that live on screens, not earbuds. The company appears to be positioning podcasts as low-cost, high-engagement programming. In many ways, this mirrors how daytime talk shows once filled TV schedules. Netflix is essentially rebuilding that model for a streaming-native era.
Why Netflix Is Targeting Video Podcasts Now
The timing of Netflix podcasts is no accident. YouTube disclosed that viewers watched more than 700 million hours of podcasts each month on living-room devices in 2025. That figure jumped sharply from roughly 400 million hours the year before, showing rapid audience growth. TVs are becoming podcast screens, not just music players. Netflix sees this trend as both an opportunity and a threat. As viewing habits shift, unscripted creator content competes directly with premium shows. Podcasts, with their low production costs, offer a way to fill viewing time cheaply. For Netflix, ignoring this shift could mean losing relevance in casual viewing moments.
Netflix vs YouTube in the Living Room
Many industry insiders view Netflix podcasts as a direct swipe at YouTube. YouTube has quietly become the dominant platform for video podcasts, especially on smart TVs. Entertainment attorney Matthew Dysart warns that this trend could pose a long-term competitive risk to Netflix. As viewers spend more time watching informal, creator-led content, polished scripted shows face tougher competition. Netflix’s answer is to bring similar content in-house. Instead of sending viewers to YouTube, Netflix wants them to stay within its ecosystem. This battle is less about audio and more about control over attention. Whoever wins the living room wins long-term loyalty.
Podcasters Are Divided on the Netflix Podcast Push
Not all podcasters are convinced Netflix podcasts are the future. Some creators worry that video-first expectations add unnecessary pressure. Producing video requires more time, money, and technical expertise. Others fear the industry may be heading toward a podcast bubble driven by inflated deals. While Netflix offers visibility, it may not guarantee sustainable growth for creators. Several podcasters told TechCrunch they remain skeptical about long-term returns. The concern is that platforms are chasing trends without proving lasting audience demand. For independent creators, audio still feels safer and more flexible.
Background Viewing Changes the Podcast Equation
Another challenge for Netflix podcasts is how audiences actually consume them. Many viewers turn on video podcasts as background noise rather than active viewing. Podcaster Ronald Young Jr. points out that this behavior isn’t new. ESPN and cable networks have relied on passive viewing for decades. Video podcasts often function like modern talk radio with visuals attached. This raises questions about whether Netflix’s premium interface fits that use case. If people aren’t actively watching, does exclusivity really matter? Netflix may need to rethink how it measures success for this format.
Creators Experiment With Video-First Formats
Despite skepticism, some creators are leaning into the Netflix podcasts trend. Independent podcasters Mike Schubert and Sequoia Simone launched their new show “Professional Talkers” as a video-first production. They were motivated by the industry buzz surrounding video podcasts. Starting fresh made it easier to experiment without alienating an existing audience. However, their experience revealed mixed results. Audio-only episodes performed similarly to video versions. This outcome highlights a key tension in the podcast space. Video may attract platforms, but listeners still value simplicity.
Audience Habits Are Hard to Change
One consistent theme among podcasters is audience expectation. Creators who built their followings through audio face resistance when shifting to video. Longtime listeners often prefer the flexibility of audio-only formats. Video demands more attention and limits multitasking. For many fans, podcasts are companions during commutes or chores. Netflix podcasts, designed for screens, challenge that habit. This mismatch could slow adoption among traditional podcast audiences. Platforms may want video, but listeners ultimately decide. Changing entrenched habits takes time and trust.
Are Netflix Podcasts the New Daytime Talk Shows?
The comparison between Netflix podcasts and daytime talk shows is increasingly hard to ignore. Both formats rely on conversation, personality, and recurring schedules. Podcasts offer a modern, creator-driven version of that formula. Netflix seems to recognize this potential. Talk shows once filled long programming blocks at low cost, keeping viewers engaged throughout the day. Podcasts could serve a similar role in streaming. They provide familiarity without heavy investment. If executed well, Netflix podcasts could become comfort viewing. The challenge is making them feel native to the platform.
What This Means for the Streaming Industry
Netflix podcasts could signal a broader shift across streaming services. As competition intensifies, platforms are searching for cheaper, stickier content. Podcasts check both boxes. They also open doors to new advertising and sponsorship models. If Netflix succeeds, rivals may follow with similar creator partnerships. This could blur the line between streaming TV and social video platforms. The industry may move toward hybrid content ecosystems. Netflix’s experiment will likely influence future deals across media. The outcome could redefine how audiences spend their screen time.
The Long-Term Bet Behind Netflix Podcasts
Ultimately, Netflix podcasts reflect a calculated risk. The company is betting that conversational video content will anchor future viewing habits. This strategy acknowledges that attention is fragmenting across formats. By embracing podcasts, Netflix aims to stay culturally relevant. Whether this bet pays off depends on execution and audience response. Creators, listeners, and advertisers all play a role. If Netflix balances exclusivity with flexibility, it could unlock a powerful new content category. If not, podcasts may remain better suited to open platforms. Either way, the streaming landscape is changing fast.
