Spotify is taking another bold step in its evolution from music streaming to multimedia powerhouse. The company announced a new partnership with Netflix, set to debut in early 2026, that will bring select video podcasts from Spotify Studios and The Ringer to the global streaming platform. This collaboration marks a major milestone for Spotify’s growing video ambitions and signals a broader convergence between music, podcasts, and on-demand video entertainment.

A Strategic Shift Toward Video Monetization

Spotify’s decision to align with Netflix underscores a critical shift in its long-term content and revenue strategy. After years of aggressive investment in audio podcasts, the company is pivoting toward video-driven engagement and advertising—a segment growing far faster than traditional audio. According to Spotify, video consumption has expanded 20 times faster than audio-only listening since 2024, reflecting the rise of visual-first digital culture, particularly among younger audiences.

The streaming giant now hosts over 430,000 video podcasts, with more than 350 million users streaming video content, up 65% year-over-year. These figures underscore the platform’s growing strength in the video space and its ability to attract both creators and advertisers seeking to engage users through dynamic, visual formats.

Partnering with Netflix not only enhances Spotify’s visibility but also positions it alongside one of the most influential entertainment ecosystems in the world. While Spotify declined to disclose revenue-sharing terms, the deal is widely seen as a test case for new forms of cross-platform monetization and discovery.

From Podcast Overhaul to Collaborative Growth

Spotify’s latest move comes after a period of recalibration in its podcasting business. In 2023, the company overhauled its content operations following a wave of high-cost acquisitions and exclusive contracts that failed to yield consistent profitability. This included layoffs and the departure of key executive Dawn Ostroff, who had spearheaded Spotify’s early podcasting ambitions.

Now, rather than relying on exclusivity, Spotify is adopting a distribution-first strategy—amplifying reach and revenue potential through partnerships like Netflix. By offering curated shows in genres such as sports, culture, lifestyle, and true crime, Spotify aims to reconnect with mainstream audiences and attract advertisers seeking premium, cross-media placements.

Roman Wasenmüller, Spotify’s Vice President and Head of Podcasts, described the partnership as “a new chapter for podcasting,” emphasizing how collaboration between platforms can “expand discovery, reach new audiences, and unlock a completely new distribution opportunity.”

The Broader Implications for Streaming and Advertising

The Spotify–Netflix partnership illustrates how media convergence is accelerating across the entertainment sector. As audiences increasingly blur the line between listening and viewing, companies are adapting by merging storytelling formats and advertising channels. For Spotify, this deal could strengthen its foothold in the lucrative video ad market, particularly as advertisers shift budgets toward platforms capable of delivering both sight and sound engagement.

Investors, however, remain cautious. Spotify’s shares declined after its July earnings release, as ad-supported revenues fell despite steady user and subscriber growth. The company’s leadership insists that investments in AI-driven recommendations, creator monetization, and video expansion will improve profitability over time. The partnership with Netflix may serve as a proving ground for that strategy.

Looking Ahead: Can Spotify Bridge the Gap Between Audio and Video?

If the rollout succeeds, Spotify could redefine the boundaries of podcasting by transforming it into a hybrid visual medium with global reach. The collaboration with Netflix offers potential for new ad models, co-produced content, and creator partnerships—an innovation frontier that could reshape how audiences experience podcasts.

Yet, challenges persist. Execution risks, content differentiation, and competition from YouTube remain significant. Still, by embracing collaboration over exclusivity, Spotify is signaling a pragmatic shift: the future of podcasting may no longer belong to one platform, but to those willing to share the screen.