Netflix's Next Big Move: Taking on YouTube with Video Podcasts

Netflix may soon look a lot more like YouTube. The streaming giant is exploring ways to host video podcasts and content from online creators on its platform, a move that could blur the line between traditional streaming television and user-generated video.

Co-CEO Ted Sarandos revealed on Netflix’s first-quarter earnings call that the company is “constantly looking at all different types of content and content creators” to feature on the service​. As video podcasts surge in popularity, Sarandos said he suspects “you’ll see some of them find their way to Netflix” in the near future.

Netflix’s interest in video podcasts comes as YouTube dominates this booming medium. More people are now watching their favorite podcasts instead of listening – often on big screens. In fact, YouTube attracts about one-third of weekly U.S. podcast viewers, and it surpassed 1B monthly podcast viewers, outpacing Spotify and Apple Podcasts​.

Sarandos was asked directly about competition from YouTube, which has long been the home for video podcasts and other creator content. He responded that Netflix remains a “welcoming” place for creators but emphasized it’s the “best place for premium content, as defined by fans”​.

In other words, Netflix is pitching itself as a higher-quality alternative to free video platforms.

The other point is “the best monetization model on the planet for premium storytelling”. Netflix is telling online creators that it can bankroll bigger projects and deliver prestige that might be harder to achieve on an open platform like YouTube.

For creators, a Netflix partnership offers some clear upsides: upfront financing, global exposure, and prestige. Others, however, may be hesitant to jump ship from an open ecosystem like YouTube, where they have full control and direct access to fans.

As YouTube invests in premium series and TikTok is extending video length limits, Netflix is venturing into the creator economy. By inviting podcasters and YouTubers, Netflix is gearing up to compete on YouTube’s home turf – and betting that viewers will press play on more than just movies and TV shows.