Netflix Wants Your Mic: Why Video Podcasts Could Be a Game-Changer for the Platform and for Creators

Here’s what you need to know: Netflix may be preparing to enter the video podcast space.

In April 2025, Netflix co-CEO Ted Sarandos mentioned that “some video podcasts might find their way to Netflix.” This isn’t a trivial comment—it reflects a broader movement in digital content creation, platform economics, and the power of creator-led media.

---

YouTube’s Dominance and the Vanishing Divide Between Podcasts and Talk Shows

Recent data shows that YouTube has overtaken Netflix in terms of total U.S. television viewing time, according to Nielsen. This shift is being driven not by traditional programming, but by creators and podcasters—everyday individuals who produce engaging, personality-driven content.

Netflix has already started partnering with YouTube-native talents like the Sidemen and Ms. Rachel. The next frontier? Video podcasts—formats that resemble traditional talk shows but with lower production costs and higher audience reliability.

---

Cost Efficiency is Driving Content Strategy

Netflix is not entering the podcast space simply out of curiosity. It’s a calculated response to economic pressure.

At its peak, Netflix was spending over $17 billion annually on content. Today, it is shifting its investment toward unscripted and lower-cost formats such as reality shows and game-based entertainment. Video podcasts fit this model well.

With budgets for scripted dramas often exceeding $5 million per episode, producing podcast-style content at scale offers an attractive return on investment. For executives focused on margin and engagement, the economics are straightforward and compelling.

---

The Rise of the Creator Economy and the Disruption of Traditional Media

Globally, there are more than 200 million content creators, with over 45 million in the U.S. alone identifying as professionals. The influencer marketing sector alone is approaching a market value of $24 billion. Platforms like YouTube, Spotify, and Amazon have responded to this growth by adapting their ecosystems to support video and audio creators.

Netflix, while late to this evolution, still has the opportunity to compete. Podcast creators are already accustomed to managing their brand identity, audience niche, and publishing cadence—skills that align well with what Netflix values: regular content output, defined format, and audience engagement.

To succeed, Netflix must support creators with tools for discovery, monetization, and data analytics. If they build a creator-first ecosystem, they can position themselves as a meaningful distribution partner.

---

Podcasting as a Visual Medium

The boundaries between audio and video media are dissolving. Increasingly, podcasts are being consumed in visual formats, turning podcast hosts into television personalities and YouTube creators into household names.

This evolution presents an enormous opportunity for podcasters to expand their visual identity. A podcast is no longer just an RSS feed—it can be a global talk brand, visual series, or even a cultural phenomenon.

As someone who has helped shows reach audiences in over 90 countries and accumulate hundreds of thousands of hours of playtime, I’ve seen how embracing video can transform a podcast’s trajectory.

---

Strategic Steps for Creators

1. Enhance your visual setup. A simple multi-camera format can make your podcast video-ready.
2. Develop a consistent content library. Netflix prioritizes regularity and the ability to binge-watch.
3. Refine your format. Position your podcast like a structured talk show with identifiable segments.
4. Seek scalable partnerships. Understand syndication, intellectual property rights, and licensing opportunities.
5. Stay agile. The platform landscape is shifting. Spotify is investing, YouTube is evolving, and Netflix is exploring. Keep pace.

---

Closing Reflections

Media gatekeepers are evolving. So are audience behaviors and production models. As a creator, you’re uniquely positioned to capitalize on this moment.

Netflix might not be your competitor. It might be your next platform partner.