"Netflix and Spotify have announced a partnership that will bring 16 of The Ringer's video podcasts to the platform, barring them from publishing to YouTube. Netflix has been sweating YouTube's increasing share of television screentime, and clearly sees poaching 16 popular video podcasts and prohibiting them from streaming to YouTube as a way to encroach on its rival's core business."
"Where once Netflix, Spotify, and YouTube would have been content to offer their fundamentally different products, smart phones and smart TVs have brought all of them into direct competition with each other for primacy in users' flatbrain passive consumption time. Old shows like Gilmore Girls have led Netflix in mindless comfort watching among younger users, but now Netflix has to compete with the entirety of online media, including ambient coffeeshop live streams, "study with me" creators, and yes, video podcasts."
Netflix and Spotify reached a deal to place 16 of The Ringer's video podcasts exclusively on Netflix and prevent their publication to YouTube. Netflix aims to reclaim television screentime from YouTube by acquiring popular video podcasts. The strategy conflates different use cases: rewatching sitcoms differs from listening to ambient music or watching podcasts. Video podcast consumption on YouTube is rising, with many podcast consumers preferring video, but the format often produces short, social-optimized clips and celebrity-driven content. Smartphones and smart TVs have made Netflix, Spotify, and YouTube direct competitors for passive consumption time. Netflix hopes that hosting podcasts will draw viewers, but audience motivations and content formats may limit that shift.
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