When Netflix has a goal in mind, it tends to go all-out in trying to achieve that goal. The streamer hasn’t achieved the success it now enjoys through half measures, and the streamer is going all in again on a new objective: to compete with YouTube. The strategy Netflix has chosen to pursue in furtherance of this goal is to break into the video podcast hosting game, and the streamer is now in contact with yet another major distributor of this programming: SiriusXM.

The Hollywood Reporter cites insider information that Netflix has reached out to SiriusXM regarding a video podcast licensing deal. No agreement has been reached, and it’s not clear whether or not Sirius would have any interest whatever in such an agreement.

THR says Netflix is seeking exclusivity in any deal with Sirius, meaning that podcasts licensed by the streamer would not appear on YouTube or any other platform. It’s another patently obvious sign that Netflix has its sights set on YouTube, the only single platform or channel that demands more viewership on a month-to-month basis than Netflix itself.

The exclusivity proviso is a standard clause for Netflix in these deals, and it has sought several such agreements in recent weeks. In mid-October, Netflix announced a deal announced a deal to license a selection of video podcasts from Spotify, once again on an exclusive basis. The crown jewel of the deal is “The Ringer” podcast, but it includes 16 titles overall.

On Tuesday, reports emerged that Netflix had been speaking with iHeartMedia about a podcast licensing deal as well. No agreement has been reached between the two sides, and Netflix is again asking for exclusivity to be part of the deal.

Whether or not its decision to compete for the YouTube audience in this manner will bear fruit is a question for time to answer. But it’s clear that Netflix has settled immutably on that strategy, and is going all in with its attempts to snag the rights to stream top video podcasts from key distributors on an exclusive basis.

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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.”

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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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