As Spotify looks to further expand its video content selection and boost its advertising business, it has announced a partnership with Netflix that will see select video podcasts debut on the popular streaming service.
At launch, the Netflix-Spotify partnership will bring Netflix a curated collection of podcasts covering sports , culture, and lifestyle from Spotify Studios and The Ringer. Over time, the deal will allow Spotify to add more podcasts from other studios and genres.
The move comes after Spotify has increasingly focused on video podcasts, starting with the launch of tools that allow anyone to publish their shows as videos. Spotify has also recently rolled out a number of social tools that allow hosts to interact with their audiences, including polls, Q&As, comments, and more.
Spotify's interest in the video streaming service comes after a major shift in its podcast strategy in 2023 that included the dismissal of several people, including Chief Content and Business Officer Dawn Ostroff, who led the company's podcast initiatives. During Ostroff's tenure, Spotify invested billions in podcasts, acquiring studios like Parcast, The Ringer, and Gimlet Media, and signing exclusive podcast deals with big names like actors and TV hosts Joe Rogan and Alex Cooper, which have now expired.
However, Spotify’s investments have not yielded significant returns, necessitating a new strategy. The company now believes that video, which is particularly popular with Gen Z users, offers more opportunities for advertising and monetization products. As of Q2 2025, Spotify said there were more than 430,000 video podcasts on its service. More than 350 million Spotify users streamed videos on its platform, up 65% from the same period last year.
Spotify will initially offer video podcasts to users in the US starting in early 2026 and then other markets.
Source: https://baohaiphong.vn/spotify-se-dua-podcast-video-len-netflix-523624.html
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