Netflix & Podcasts: Is This the Future of Daytime TV?

When you tune in to a podcast, you’re probably not opening the Netflix app – at least not yet. However, that dynamic could be on the verge of a significant shift. Netflix has recently signed deals with iHeartMedia and Barstool Sports, building on a previous agreement with Spotify, to secure exclusive video rights to select shows. Rumors also suggest ongoing discussions with SiriusXM. This aggressive move signals Netflix’s ambition to redefine how we consume audio content and potentially capture a larger share of the “daytime TV” audience.

The Rise of Video Podcasts & Netflix’s Strategic Play

Podcasters are largely viewing this as a competitive maneuver, with YouTube appearing to be the primary target. And the data strongly supports this assessment. YouTube reported that viewers watched over 700 million hours of podcasts on living room devices (like TVs) in 2025, a substantial increase from 400 million hours the previous year. This trend highlights a growing preference for passive, audio-visual entertainment.

“As people begin to spend less time watching traditional television, and more time watching short-form or low-cost, low-production value content on YouTube, that might present a long-term competitive threat to Netflix,” explains Matthew Dysart, an entertainment attorney and former head of podcast business affairs at Spotify, in an interview with GearTech. Netflix is clearly aiming to counteract this shift by bringing podcast content directly to its platform.

Are Video Podcasts a Sustainable Trend?

While the motivation behind Netflix’s move is understandable, not all podcasters are convinced of its long-term viability. Some express concerns about the inherent value of video podcasts, while others worry about the potential for creating a podcast bubble, reminiscent of past industry cycles.

“They’re basically saying, ‘we want to be the king of content, and the only way we’re going to do that is if we take a swipe at YouTube,’” podcaster Ronald Young Jr. told GearTech. However, Young Jr. also notes that many viewers are treating video podcasts as background entertainment, similar to how ESPN has been offering this type of content for years.

The Growing Buzz Around Video Podcasts

The increasing popularity of video podcasts is evident in the choices made by independent creators. Mike Schubert and Sequoia Simone, the hosts of the new show “Professional Talkers,” launched their podcast as a video-first production on both YouTube and Spotify, recognizing the growing trend.

“Neither of us had done video before, so we were like, ‘Why don’t we just start from the beginning and make this a video show?’” Schubert shared with GearTech. However, Schubert discovered that his audience’s response to the video component was lukewarm, particularly given his decade-long history of releasing audio-only podcasts and cultivating a loyal listenership.

“We posted an audio-only episode, and it did pretty similarly, numbers-wise,” he said. “So why would we put so much time and effort into the video and then run the risk of the episode being late when we can just do audio only?”

Ronald Young Jr. also considered expanding into video but ultimately decided against it, realizing that his audience primarily prefers the audio-only experience. “I’m like, ‘Well who am I pivoting for?’” he said. “And I realized that the pivot would be for advertisers, for podcast executives, and for people who think that video is the direction that everyone’s going.”

The Passive Listening Experience

Despite these reservations, there's a clear demand for video podcasts, even if it's simply as a passive show to have on in the background. YouTube’s impressive viewership statistics are a testament to this.

Mikah Sargent, a podcast producer and host at TWiT.tv, highlights the comforting and supportive role podcasts play in people’s lives. “Something that I regularly hear from our listeners is… ‘you were my background when I was going through a rough time, or I needed to travel across the country, and having you there to listen to helped me pass the time,’” Sargent told GearTech. “There’s a lot of passed time with podcasts. So Netflix can look at that and go, ‘Ooh, we get to have this thing that in some cases takes up more time and more streaming than you would get with a typical show.’”

What *Is* a Podcast Anyway? A Shifting Definition

There’s a fundamental disconnect in how creators and tech companies define a podcast. For many creators, a podcast encompasses a wide range of formats, from conversational shows to meticulously crafted audio dramas with intricate sound design and voice acting, or even the in-depth reporting found on NPR.

“I think this has to do with how squishy the word podcast is now,” podcaster Eric Silver told GearTech. “It means anything. It just means show now.”

For these independent creators, the corporate maneuvering between Netflix and Spotify doesn’t immediately impact their daily work. However, they remember the consequences of Spotify’s previous acquisition spree – a bubble that ultimately burst, leading to studio closures, layoffs, and a widespread perception that podcasting was “dead.” This history breeds skepticism when another tech giant enters the space.

“In any form of entertainment and media, when companies consolidate, the people who currently have power continue to get richer and richer than the industry underneath it,” Silver said. “The future gets more and more murky, and has less and less resources.”

Netflix vs. Spotify: A Different Approach

Netflix’s strategy appears more measured than Spotify’s previous, more aggressive approach. Spotify invested billions in acquiring numerous tech startups and studios, aiming to control the entire podcasting process, from recording software to ad sales.

“I think that what Netflix is doing is a little bit more calculated than what Spotify did,” Young Jr. said. “Spotify blindly threw money at the top creators, and they kind of cratered the market in doing so, because the minute you value Joe Rogan at $250 million… you value them so highly that the regular podcaster is like, where do I fall on this?”

However, the financial investment Netflix is making, while significant, isn’t particularly staggering for a company projected to generate around $45 billion in revenue this year.

“Netflix and Spotify are similar in that way – aggressive moves to test a new value proposition by targeting top performers and spending money that ultimately is not that substantial from the perspective of a global tech platform, but is meaningful to the creator economy, to quickly learn if there’s a ‘there’ there,’” Dysart said.

While Netflix has initially focused on deals with media companies, Dysart anticipates that the company will eventually pursue individual creators. “I would expect Netflix to at some point go try to strike a nine-figure deal with a top podcast creator,” he added. “I would also expect Netflix to take really big swings with very high-profile personalities on original podcasts.”

The Future of Daytime Entertainment?

If Netflix succeeds, we may witness a cultural shift away from traditional, programmed daytime TV and talk shows, and towards a new era of on-demand, podcast-driven entertainment.

“Back in the day, my mom would have a soap opera playing in the background while she was doing things, and I was definitely the person who would have ‘The Office’ playing in the background while I’m doing things,” Sargent said. “Now, people get to have a podcast playing in the background while they’re doing things, and if Netflix can be the place where they go to do that, then I think it’s a win for the company.”

• Key Takeaway: Netflix's foray into podcasts is a strategic move to capture a growing audience shifting away from traditional TV.
• The YouTube Factor: YouTube's dominance in video podcast viewership is a primary driver of Netflix's strategy.
• Creator Concerns: Many podcasters remain skeptical about the long-term value of video podcasts and the potential for industry consolidation.