Netflix is expanding into video podcasts as part of its strategy to compete with YouTube's growing dominance in this space. Multiple industry sources have confirmed that the streaming giant is actively exploring partnerships with content creators to bring video podcast content to its platform.

Initially, Netflix attempted to secure Alex Cooper's "Call Me Daddy" podcast, though Cooper ultimately signed with SiriusXM for over $125 million. The company continues to pursue other prominent creators, viewing video podcasts as a cost-effective way to generate regular content compared to traditional scripted programming.

The streaming service has already tested the waters with talk show formats, finding success with John Mulaney's six-week series 'John Mulaney: Presents Everybody's in LA.' This success led to an expanded 12-week show, 'Everybody's Live with John Mulaney.'

Key advantages of video podcasts for Netflix include:

• Lower production costs compared to traditional TV shows
• Rapid content production capability
• Regular release schedules that encourage subscriber retention
• Strong appeal to Gen Z, with 89% reporting podcast consumption in 2024

Netflix is considering two potential approaches:

1. Licensing existing podcasts without exclusivity
2. Creating in-house content through dedicated podcast studios

For exclusive content, Netflix might secure rights for limited periods (typically 12 months) before allowing distribution on other platforms, potentially offering ad-free listening as an added benefit to subscribers.

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