MBABANE – Netflix is set to stream Spotify podcasts worldwide following a new licensing deal between the two digital giants.
The video-streaming company has secured an agreement with Spotify to bring a batch of its top original podcasts to subscribers worldwide.
The companies did not disclose terms of the pact, including the duration of the licensing deal.
According to the companies, the partnership will bring Sports, Culture, Lifestyle and True-Crime podcasts from Spotify Studios that complement Netflix’s existing programming and unlocks new audiences and wider distribution for the shows. The video podcasts from Spotify will be available on Netflix in the United States of America (USA) in early 2026, with other markets to follow.
Netflix’s move to add video podcasts to its line-up comes as podcasters who originally worked in an audio-only format have increasingly added video as a way to increase audience engagement. Spotify has encouraged podcasters to distribute their shows as video episodes and YouTube has now become a major podcast distribution platform. According to a recent study by radio broadcaster and audio company Cumulus Media, 72 per cent of podcast listeners said they prefer shows with video.
Netflix co-Chief Executive Officer Ted Sarandos, on the company’s Q1 2025 earnings call in April, confirmed the blurring lines between formats. “We’re constantly looking at all different types of content and content creators.
The lines between podcast and talk shows are getting pretty blurry. We want to work with kind of great creators across all kinds of media that consumers love. And podcasts, to your point, have become a lot more video-forward,” Sarandos said.
During interviews with some local podcasters, they shared that this move will help them gain exposure.
A motoring podcaster from Mbabane, who asked to comment anonymously, said he is concerned about the generation of sufficient revenue under this new move.
“Content nowadays is all about generating revenue. With Netflix moving to stream our podcasts worldwide, this will help us generate revenue, which will also help us invest on equipment. Eswatini as a country, stands to also benefit because the country’s lifestyle and tourism sectors are also marketed through podcasts. I am looking forward to being part of this new initiative,” he said.
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