Netflix is expanding into video podcasts as part of its strategy to compete with YouTube's dominance in this growing content format. Multiple industry insiders have confirmed that the streaming giant is actively exploring partnerships with content creators and established podcasters.

The company previously pursued Alex Cooper's "Call Me Daddy" podcast before Cooper signed with SiriusXM for over $125 million. Netflix executives continue to evaluate specific content creators who could bring value to their platform.

This move follows Netflix's successful venture into late-night style programming, exemplified by John Mulaney's recent shows. After the success of his six-week "John Mulaney: Presents Everybody's in LA," the comedian secured a 12-week extension with "Everybody's Live with John Mulaney."

Video podcasts offer several advantages for Netflix:

• Lower production costs compared to traditional TV shows
• Rapid content creation and release schedules
• Regular weekly or bi-weekly episodes that encourage subscriber retention
• Strong appeal to Gen Z, with 89% reporting podcast consumption in 2024

Netflix is considering two potential approaches:

1. Licensing existing podcasts without exclusivity
2. Creating in-house content through dedicated podcast studios

For exclusive content, Netflix might secure 12-month platform exclusivity before wider distribution, potentially offering additional benefits like ad-free listening to attract viewers.

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