According to a recent report, Netflix is in talks to license video podcasts from iHeartMedia. The potential deal would involve iHeartMedia’s podcast portfolio, which includes popular shows such as The Breakfast Club, Las Culturistas, the Jay Shetty Podcast, and Stuff You Should Know.
A key part of the negotiation is Netflix’s desire for exclusivity. This means that any video podcasts licensed by Netflix would no longer be available on YouTube. However, it is noted that iHeartMedia may not license its entire catalog to the streaming service if an agreement is reached.
This news follows a similar deal Netflix recently signed with Spotify. That agreement will bring a selection of sports, culture, lifestyle, and true crime podcasts from Spotify Studios and The Ringer to Netflix. Under the Spotify arrangement, podcasts will be removed from YouTube but will remain available on the Spotify platform. Some of Spotify’s largest shows, including The Joe Rogan Experience, will continue to be uploaded to YouTube.
For Netflix, these video podcast licensing deals represent a new strategy to better compete with YouTube. YouTube is the most-watched platform for video podcasts, having surpassed one billion monthly active podcast viewers earlier this year.