Netflix Starts Bigger Push Into Video Podcasts

Netflix is attempting to make more big moves into the podcasting space. 

The streamer has sent out dozens of requests to agents at WME, UTA and CAA in an attempt to sign on more video podcasters, sources familiar with the matter tell The Hollywood Reporter.

“Sounds like they’re making a big push for Q1,” says an agency source. Netflix wants to have a library of known shows when they launch video podcasts on the platform in early 2026, sources add.

This comes as iHeartMedia is in talks to license some or all of its video podcasts to Netflix, Bloomberg reported on Monday. Any deal with iHeart would involve talent management like the agencies.

All of this follows Netflix’s first major podcasting deal with Spotify last month, as it seeks to rival its main competitor YouTube in the video podcast boom. 

Netflix declined to comment on the agency outreach. iHeartMedia also declined to comment.

Still, iHeartMedia investors appeared to rally around the idea as shares were skyrocketing close to 30 percent Tuesday, after the report, bringing iHeartMedia shares to levels not seen since August 2023. Popular iHeartMedia titles include Las Culturistas, Jay Shetty Podcast and Stuff You Should Know.

Netflix announced a partnership with Spotify in October for a select number of video podcasts from Spotify Studios and The Ringer, including The Bill Simmons Podcast, The Zach Lowe Show, The McShay Show, The Rewatchables and Conspiracy Theories.

Netflix co-CEO Ted Sarandos had floated the idea of bringing video podcasts to the platform in April 2025, citing their popularity and saying the company is“constantly looking at all different types of content and content creators.”  The move also helps Netflix compete with YouTube, which has been the preferred home for video podcasts. 

“As the popularity of video podcasts grow, I suspect you’ll see some of them find their way to Netflix,” Sarandos said at the time. 

Asked about the partnership on Spotify’s earnings call Tuesday, CEO Daniel Ek referred to Spotify as a “distribution hub” for creators, and believed it would lead to net incremental usage on Spotify.

“We believe in being creator first. So what we think is that when the creator wins, we win, and as creators optimize to create their best shows and interviews, which is really what they’re focused on, they wanted to syndicate to everywhere,” Ek said. “And we believe, of course, in helping them to reach audiences in as many places as possible, which is consistent with our core philosophy on being creator first. And also, of course, to help them monetize as much as possible.”