Netflix has confirmed its intention to expand towards video podcasts, in which it represents a strategic movement to compete more directly with YouTube, the current leader in visualization time within the digital ecosystem. He advanced it Ted Saraonds, executive co -director of the companyA, during the presentation of results of the first quarter of 2025, according to Emarketer.
Saraonds stressed that “The lines between podcasts and interview programs are becoming blurredS ”and said that the format is highly likely to integrate into the platform.“ We want to work with great creators in all types of media that consumers adore… As the popularity of video podcasts grows, I suspect that some of them will arrive in Netflix, ”he said.
This step takes place at a key moment. Although Netflix is still a leader in payment streaming subscriptions, YouTube has consolidated its advantage in terms of engagement and total visualization time. According to Nielsen, YouTube reached 12% of the total visualization time in March 2025, compared to 7.9% of Netflix, which has registered a fall compared to 8.6% reported in January.
Free access to content is one of the factors that explain the strength of YouTube. Although Netflix offers affordable plans, it still does not match the accessibility offered by the Google platform, especially in formats such as the Podcast video.
However, Netflix seeks to reposition yourself taking advantage of the boom of video podcasting, a format that not only grows in consumption, but also in advertising investment. According to recent figures, advertising revenues in Podcasts exceeded 2,000 million dollars in the United States during 2024, which makes the segment an attractive opportunity for new players.
In this context, Netflix could offer creators a competitive proposal based on direct agreements, greater global scope and a more stable income structure against the volatile monetization of YouTube. However, the challenge will be to attract consolidated talents without sacrificing autonomy and direct connection that they currently enjoy on YouTube.
Besides, Netflix explores to differentiate itself with integrated functions such as electronic commerce and purchases within the app, still incipient elements on YouTuband but that could redefine the user’s experience and the way creators generate income.
The landing in video podcasts not only marks an expansion of the Netflix catalog, but a declaration of intentions in a battle that goes beyond entertainment: it is about capturing attention, fidelity and screen time in an increasingly fragmented and competitive market.
Related news :