Netflix just made its biggest move yet against YouTube, and it is happening in podcasts. In this episode, we break down Netflix’s new partnership with Spotify, why they are licensing more than a dozen video podcasts from The Ringer, and what it means that these shows cannot appear in full on YouTube.
We explain the real strategy behind the shift. Netflix wants to win back daily watch time, compete with YouTube’s 12.8% share of TV viewing, and build a pipeline of cheaper, more culturally relevant programming.
But does any of this actually work? And why would a top creator take their show off YouTube in exchange for a one year Netflix deal under ten million dollars?
We dig into the incentives for creators, why long form podcasts may already be past their cultural peak, how volatility on YouTube is shaping creator decisions, and what Netflix needs to do if it wants to become a real home for talk content.
We also look at the TikTok and iHeart podcast network, whether exclusives still matter, and what this all signals about the next era of podcasting.
If Netflix wants to earn back our time, this is their first move. But is it the right one?
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