Netflix is close to inking a deal with iHeartMedia to bring around 20 video podcasts exclusively to its platform, yanking them off YouTube entirely. Some details:
- The deal covers around 20 shows, including Charlamagne tha God's 'The Breakfast Club' and 'Stuff They Don't Want You To Know,' which already have massive YouTube audiences
- Full video episodes would be pulled from YouTube entirely and become Netflix exclusives
- Netflix signed a similar deal with Spotify in October covering 16 shows
- Netflix has reportedly been in talks with SiriusXM as well as it aggressively pushes into podcasts
Why it matters: This is an escalation. Previously, Netflix licensed YouTube creator content like Mark Rober and Ms. Rachel that remained available on both platforms. Now they're demanding exclusivity, pulling popular shows entirely off the free platform.
The broader context: Podcasts have pivoted hard to video over the last few years as audiences increasingly wanted to see hosts' faces, workspaces, and gestures, essentially replacing daytime TV and late-night talk shows with lower-production alternatives. YouTube's recommendation algorithm crushed anything Spotify could offer, making it the natural home for video podcasts and the top podcast platform overall. All of which turned YouTube into a real threat to Netflix's living room dominance.
While defending the Warner Bros acquisition, Co-CEO Greg Peters spelled it out for investors: "If we buy Warner Bros., we go from 8% to 9% [of TV viewing]. We're still behind YouTube at 13%." Netflix is now explicitly treating YouTube, not other streamers, as its main competitor.
Looking ahead... The first wave of these exclusive podcasts hits Netflix in early 2026, starting with the 16 shows from the Spotify deal.
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