Paramount Skydance is currently learning a difficult lesson: whatever Netflix wants, it usually gets. That maxim was proven to be true once again, as Netflix has announced that it has struck a deal with iHeartMedia to exclusively stream a selection of its video podcasts. The deal has been in the works for some time, and adds even more inventory to Netflix’s growing podcast library. But the agreement also raises the question: why is Netflix so determined to secure video podcasts for its already massive platform?

Per their joint announcement, iHeartRadio will license over 15 of its most popular video podcasts to Netflix to stream exclusively. These shows will launch on Netflix in early 2026 in the United States and will hit more global markets in the following months.

Podcasts headed to Netflix include “The Breakfast Cub,” “Bobby Bones Presents: The Bobbycast,” “My Favorite Murder,” “Dear Chelsea,” “Joe and Jada,” “This is Important,” “The Psychology of Your 20s,” “Behind the Bastards,” “Stuff They Don’t Want You to Know,” “Stuff You Missed in History Class,” “Stuff to Blow Your Mind,” “New Rory & MAL,” “3 and Out with John Middlekauff,” and “Buried Bones.”

“Audio podcasting has been the fastest-growing medium over the past 20 years, and now we’re thrilled to expand that experience with an exciting new category - video podcasts,” iHeartMedia CEO Bob Pittman said. “Netflix has a leading video-first service, and this partnership perfectly complements our strong audio foundation. Working with Netflix—an important leader in entertainment— gives fans one more way to connect with the personalities they love and opens the door to new audiences, including viewers discovering these shows for the first time. These shows feature dynamic hosts, compelling conversations, and passionate fan communities—available in both audio and now as a natural video extension. Audiences can now not only listen but also watch and enjoy top-rated iHeartPodcasts alongside award-winning series and movies from Netflix.”

Reports that Netflix was pursuing such a deal with iHeart first cropped up in November, but the negotiations needed a little extra time to be carried across the finish line. Netflix’s stipulation that it be allowed to stream the podcasts exclusively may have led to more discussions about which shows to include in the deal.

“With this partnership we are incredibly excited to offer our members such unmatched variety, and to deliver highly entertaining podcasts featuring some of the world’s most dynamic personalities,” Netflix VP Lauren Smith said. “Get ready to dive in with the true crime phenomenon ‘My Favorite Murder,’ the dynamic perspectives of ‘The Breakfast Club,’ and the sharp, unfiltered comedy of Chelsea Handler in this initial collection.”

The deal is just the latest podcast acquisition made by Netflix. In October, the streamer announced it was teaming up with Spotify to exclusively present a selection of that platform’s video podcasts as well. In fact, the streamer’s interest in video podcast deals was initially reported way back in February. But why has Netflix taken such a sudden and determined interest in the genre?

There are several reasons that become apparent when analyzing Netflix’s position in the marketplace. First, the streamer has to continue growing its audience, and with more than 300 million global subscribers, that task is not a simple one to accomplish. Younger viewers will be key to cultivating future growth and retention, and one study found that 89% of Gen-Z podcast listeners consumed a podcast with a video element over the course of 2024. Netflix users are now increasingly accustomed to streaming with ads as well, so bringing on podcasts that already include commercial breaks will allow Netflix to increase its ad inventory.

Having podcasts that offer new episodes on a regular basis will also be a boon to Netflix, as it asks its audience to wait for new seasons of their favorite shows. The streamer’s biggest original “Stranger Things” saw a three-year gap between its fourth and fifth seasons, and while production schedules vary from show to show, giving subscribers regular new content from creators they already love while they wait for the next season of their favorite series could have a noticeable effect on churn for the service.

But perhaps the biggest reason for Netflix to be so interested in video podcasts of late is a need to compete. Not with the likes of Disney+, HBO Max, Prime Video, and other subscription streaming services; Netflix has already successfully slain those industry dragons in one way or another. But as Nielsen ratings continuously show, Netflix ranks second in streaming viewership behind YouTube, and it isn’t particularly close.

That’s where the exclusivity clause in Netflix’s deals with iHeart and Spotify comes in. Once the deals begin, Netflix will be the only place viewers will find video versions of these shows, which means several of them will be removed from YouTube. It’s a direct challenge to the free streaming platform, and it shows that while Netflix may be lagging behind YouTube’s viewership metrics, it isn’t intimidated by the amount of ground it has to make up.

It’s fascinating to see Netflix’s steps to secure its future in an uncertain marketplace. It has clearly decided that podcasts will be a big part of that future, and is going all-in via deals with major distributors like iHeart and Spotify. Only time will tell, however, if those moves will help it compete more directly with YouTube for viewer engagement.

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The platform constantly updates its catalog, introducing fresh content alongside timeless classics and international hits. Netflix’s commitment to storytelling has also earned critical acclaim, with award-winning exclusives such as “Roma,” “Marriage Story,” “The Power of the Dog,” “Mank,” and “Ma Rainey’s Black Bottom.” In 2023, their animated film “Guillermo del Toro’s Pinocchio” won an Academy Award for Best Animated Feature, further solidifying Netflix’s reputation for high-quality content.

Recently, Netflix has expanded beyond standard movies and TV titles with the addition of video podcasts, and is also exploring a digital store that would offer third-party streamers within the app.

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