In a significant move to expand its video footprint, Spotify has announced a partnership with Netflix to distribute a selection of its video podcasts on the global streaming platform starting in early 2026. The deal represents a major step in Spotify’s strategy to boost its content discovery and advertising business, merging the worlds of audio-first content with premium video streaming.
A Strategic Pivot to Video
The partnership with Netflix is the latest development in Spotify’s strategic shift toward video content. After investing billions in acquiring podcast studios like Gimlet Media and The Ringer and signing high-profile exclusive deals that failed to deliver substantial profits, the company has refocused its efforts. Recognizing that video is heavily consumed by Gen Z and offers more robust monetization opportunities, Spotify has been aggressively building its video podcasting ecosystem. As of Q2 2025, the platform hosts over 430,000 video podcasts, with video consumption growing 20 times faster than audio-only content since 2024. This deal aims to leverage that growth by placing its top-tier content in front of Netflix’s massive global audience.
Expanding Content Discovery and Reach
The collaboration will initially launch in the U.S. with a curated lineup of popular sports, culture, and true crime podcasts from Spotify Studios and The Ringer, including “The Bill Simmons Podcast” and “Serial Killers.” The plan is to expand to other global markets and include more podcasts from various studios and genres over time. For creators, this opens a powerful new distribution channel to reach audiences who may not be active Spotify users. “Together with Netflix, we’re expanding discovery, helping creators reach new audiences and giving fans around the world the chance to experience the stories they love,” said Roman Wasenmüller, Spotify’s VP and Head of Podcasts.
Implications for the MENA Media Landscape
While the initial launch is U.S.-focused, this global partnership signals a major trend with direct implications for the MENA region’s burgeoning media and tech ecosystem. Regional streaming players like Anghami, Shahid, and STARZPLAY will be watching closely, as the lines between audio, podcasting, and video streaming continue to blur. For the rapidly growing community of MENA-based podcasters and content creators, this move by industry giants could inspire new local distribution partnerships and monetization models. As the deal eventually expands globally, it may create unprecedented opportunities for top MENA creators to gain international visibility on a mainstream platform like Netflix, further fueling the region’s creator economy.
About Spotify
Spotify is a Swedish audio streaming and media services provider founded in 2006. It is one of the world’s largest music streaming service providers, with over 600 million monthly active users. Spotify offers digital copyright-restricted recorded music and podcasts, including more than 100 million songs, from record labels and media companies.
Source: TechCrunch
