Netflix has put itself on a different tier from every other on-demand streaming service. The next-largest streamer can’t come close to Netflix’s subscriber total, nor can it match the impressive financial statistics it displays quarter after quarter. Netflix now has its sights set on a different competitor: YouTube, the only streaming platform that consistently draws more viewership than Netflix itself. The strategy Netflix is pursuing to overtake YouTube is becoming increasingly clear, especially in light of a report that it’s now negotiating with iHeartMedia on a new video podcast licensing agreement.

As first reported by Bloomberg, Netflix is in talks with iHeartMedia to license video podcasts like “The Breakfast Club” and “Stuff You Should Know.” Acquiring these podcasts would give Netflix a more direct way to compete for the attention of regular YouTube viewers.

Netflix is seeking exclusivity in a deal with iHeart, which means those podcasts would no longer be available to stream on YouTube or other platforms. A licensing deal could be more limited in scope and may not include every iHeart podcast stream on Netflix, if it comes to fruition.

Video is a popular medium for podcasts, and many streamers have begun courting top podcasters as a way to try to erode YouTube’s supremacy as a hosting platform for these shows. Netflix announced a deal with Spotify in October to stream some of its video podcasts exclusively, and iHeart is its next major target.

Prime Video has also gotten in on the trend, having added the “New Heights” podcast hosted by the Kelce brothers in a September deal. Since “New Heights” and Spotify shows like “The Ringer” deal with sports topics quite often, the deals give Prime Video and Netflix a way to continue engaging sports fans as they build up their inventory of live sporting events.

There’s no deal done between iHeart and Netflix yet, but if the two sides finalize an agreement, it will serve as another sign to YouTube that it had better stay sharp. The video podcast audience is a key one for YouTube, and Netflix has made no mystery of the fact that it wants that audience for itself.

Sign Up

netflix.com

Netflix

Netflix is a leading subscription-based video streaming service that offers on-demand access to an extensive library of over 3,000 movies, 2,000+ TV shows, and a growing collection of acclaimed Netflix originals. Renowned for producing groundbreaking content, Netflix has become a cultural powerhouse with hit originals like “Stranger Things,” “Wednesday,” “Squid Game,” “The Crown,” “Tiger King,” “Bridgerton,” “The Witcher,” and “Black Mirror.”

…

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.

Netflix offers three plans – stream on 2 devices in HD with the “Standard with Ads” ($8.99) plan, on 2 devices in HD with the “Standard” ($19.99) plan, and 4 devices in up to 4K on the “Premium” ($26.99) plan.

Sign Up

$8.99+ / month

netflix.com