British author, entrepreneur, and podcaster Jay Shetty has signed a multiyear video distribution deal with Netflix and Spotify for his motivational podcast “On Purpose,” in an agreement worth approximately $100 million, a source familiar with the matter told Variety. Three other companies submitted competing bids in the nine-figure range. Terms were not officially disclosed.

Video episodes of “On Purpose” will debut on both platforms beginning July 13. After that date, full-length video episodes will no longer be available on YouTube. Audio-only episodes will remain accessible on Spotify, Apple Podcasts, and other platforms. Under the agreement, Spotify will serve as the global advertising sales representative for the show.

Deal Background

The partnership marks an unusual joint-exclusive arrangement between two competing streaming services. Shetty had previously distributed “On Purpose” through iHeartMedia’s podcast network for three years. The two parties parted ways after iHeartMedia sought a four-year renewal but could not reach an agreement on terms.

Shetty launched “On Purpose” in 2019 and has released more than 800 episodes to date. The show has accumulated over 1 billion listens and ranked No. 24 on Spotify’s list of most-listened-to U.S. podcasts in 2025. Guests have included Michelle Obama, Oprah Winfrey, President Joe Biden, and Mel Robbins, among others.

“This is a historic moment, not just for ‘On Purpose’ but for podcasting itself,” Shetty said in the announcement. “To be in business with two of the most influential forces in global entertainment is unprecedented.”

Roman Wasenmüller, Spotify’s VP and Global Head of Podcasts, framed the deal around the platform’s video strategy. “This partnership also reflects our continued investment in video and our commitment to helping creators grow global franchises on Spotify,” he said.

Lauren Smith, Netflix’s VP of Content Licensing and Programming Strategy, pointed to the show’s audience reach. “By joining forces with Spotify, we’re giving ‘On Purpose’ an expansive new canvas, bringing these visually captivating interviews to our members’ screens with unmissable episodes to look forward to every single week,” she said.

The podcast deal adds to an existing relationship between Shetty and Netflix. His production company, Perfect Strangers Media, has two separate projects in development at the streamer, one scripted and one unscripted.

Subscribe to Our Newsletter

Check Out Our Podcast