Photo Credit: Austin Distel
Netflix is looking to capture some of YouTube’s lightning in a bottle with video podcasts. Executives at the streaming giant want to make video podcasts the next format available on the service.
At least four industry insiders have confirmed the news to Business Insider, stating at one point the giant was courting Alex Cooper’s “Call Me Daddy.” Digital Music News reported on that potential deal last month when YouTube’s video podcast dominance emerged from data research. The huge market for video podcast content has led Netflix executives to seek content creators to join its platform.
While Alex Cooper ultimately landed with SiriusXM in a deal reportedly worth $125+ million, Netflix’s execs are seeking other ‘specific names. “More recently, they are exploring: is this doable? Which one would make sense for us? They ask about specific names,” a source speaking with BI said about the potential deal. “it’s a way to get an amazing volume of content at a fraction of what they pay for scripted and unscripted budgets.”
Netflix has ventured into late-night style talk shows with comedians at the helm. John Mulaney spearheaded the most recent effort after the six-week ‘John Mulaney: Presents Everybody’s in LA’ was deemed successful enough to continue with the comedian. He’ll now head up a 12-week-long show, ‘Everybody’s Live with John Mulaney.’
Video podcast content can be produced in rapid succession and at much lower cost than other video programs like traditional TV shows. Their regular release schedules usually follow a weekly or bi-weekly pattern, so it’s harder for someone who enjoys a podcast to drop the streaming service where it’s available. 89% of Gen Z podcast listeners report that they watched or listened to a podcast in 2024.
Netflix may license an existing podcast and forego exclusivity, or it may want unique in-house creations and hire a podcasting studio to create them. Exclusivity might land a podcast at Netflix for a set period of time (usually 12 months) before it can be put onto other platforms—while offering perks like ad-free listening in the process.