Netlfix Targets YouTube In Video Podcast Battle

Netflix is aggressively positioning video podcasts as the modern equivalent of traditional daytime talk shows, striking major exclusive deals to flood its platform with low-cost, evergreen conversational content that drives extended, background viewing.

The streamer has secured multiyear partnerships for video episodes starting in early 2026:

• iHeartMedia — More than 15 shows, including The Breakfast Club (co-hosted by Charlamagne tha God), My Favorite Murder, Dear Chelsea (with Chelsea Handler), Bobby Bones Presents: The Bobbycast, and This Is Important (from Workaholics stars).
• Barstool Sports — Pardon My Take, The Ryen Russillo Podcast, and Spittin’ Chiclets.
• Spotify (earlier deal) — 16 titles from Spotify Studios and The Ringer, such as The Bill Simmons Podcast, The Rewatchables, and The Zach Lowe Show.

These agreements make full video versions exclusive to Netflix, while audio remains available on other platforms. The push directly targets YouTube, where podcast viewership on living-room devices (like TVs) exceeded 700 million hours monthly in late 2025—up from around 400 million the prior year—often as passive, multitasking background content similar to classic daytime TV.

Netflix sees these shows as ideal for ambient consumption: long runtimes, unscripted talk, and companion-like appeal during chores, travel, or downtime. This strategy aims to capture daily viewing habits and boost overall engagement in a landscape where traditional TV is declining.

Creators remain split—some doubt video's long-term value for established audio audiences, while others note the format's growing demand. Netflix is betting these partnerships will help redefine "daytime" entertainment for streaming, competing head-on for attention with YouTube's dominance in the space.