Netflix is exploring the potential of adding video podcasts to its streaming platform as part of its content diversification strategy, Co-CEO Ted Sarandos revealed during the company’s Q1 2025 earnings call on April 17.

“As the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix,” Sarandos stated in response to an analyst question about whether video podcasts could perform well as a category on the platform.

The streaming giant currently produces several podcasts related to its shows and talent. Some are show-specific like “Squid Game” and “Diplomat,” while others are genre-focused or talent-focused. Sarandos noted that Netflix also produces a documentary-focused podcast called “You Can’t Make This Up” about Netflix documentaries.

“The lines between podcast and talk shows are getting pretty blurry,” Sarandos said. “We want to work with kind of great creators across all kinds of media that consumers love.”

Growing Demand for Video Format

The potential move aligns with industry trends showing significant growth in video podcast consumption. According to WARC Media data, video podcast watch time reached 40% of U.S. users in 2024, up 12% from 2022, while audio-only podcast consumption decreased to 31% from 43% during the same period.

YouTube reported more than 400 million hours of monthly podcast viewing time on television in 2024, and the platform saw its TV share grow to a record 11.6% in February 2025, according to Nielsen data. Netflix represented the second largest share among streaming services with 8.2% of TV viewing.

Creator Economy Expansion

Netflix’s interest in video podcasts comes as U.S. podcast creator revenues are projected to reach nearly $1 billion in 2025, marking a 27.3% year-over-year increase according to EMARKETER’s forecasts. This growth rate outpaces social media creator revenues, which are predicted to increase 15.8%.

The streaming service has already begun experimenting with creator-led content, with Sarandos highlighting successful partnerships with creators like Ms. Rachel, who “has been in the top 10 every week since she launched on Netflix,” and stand-up comedy show “Kill Tony,” which Sarandos noted “is killing it with our stand-up fans.”

EMARKETER notes that U.S. adult podcast listeners spend approximately 51 minutes per day consuming podcast content, indicating a potential audience for Netflix to tap into as it continues to diversify its content offerings and compete for viewers’ entertainment time.