In a significant move to expand its content offerings, Netflix is in discussions with SiriusXM to license video podcasts. This initiative is part of Netflix’s broader strategy to enter the video podcasting arena. The partnership could result in exclusive distribution of these podcasts on Netflix, potentially sidelining platforms like YouTube.
Details of the Licensing Partnership
Sources indicate that a definitive agreement has not yet been reached. However, this is not Netflix’s first foray into podcast partnerships. The streaming giant has also approached iHeartMedia with a similar proposal. Furthermore, Netflix has reportedly reached out to agents at major talent agencies, including WME, UTA, and CAA, to secure an array of video podcasters.
SiriusXM’s Podcasting Network
SiriusXM’s podcasting network recently garnered recognition as the top podcast network in the United States, as reported by Edison Research. Some of the most popular shows on this platform include:
- Call Her Daddy
- SmartLess
- Dateline NBC
- Morbid
- Rotten Mango
Previous Deals and Future Plans
This latest venture comes on the heels of Netflix’s recent collaboration with Spotify. Announced in October, this partnership focuses on a select range of video podcasts, featuring esteemed shows such as:
- The Bill Simmons Podcast
- The Zach Lowe Show
- The McShay Show
- The Rewatchables
- Conspiracy Theories
In April, Netflix co-CEO Ted Sarandos hinted at the potential for video podcasts on the platform, citing their increasing popularity. He emphasized that Netflix is constantly exploring diverse content types and creators. This strategic direction aims to fortify Netflix’s position in the competitive landscape against YouTube, which has become a leading platform for podcasting.
As the demand for video podcasts continues to rise, observers anticipate that many popular shows may eventually find a home on Netflix. The discussions with SiriusXM mark a pivotal step in Netflix’s mission to capitalize on this growing trend.
