Netflix Takes on YouTube. Should Podcasters and Advertisers Rejoice?
If we’re “Netflix and Chillin,'” consuming movies, streaming series, and other entertaining and inspiring content, why don’t we listen, watch and learn from podcast content creators too? Now we can.
Netflix is entering the podcast market, leveraging its massive database of more than 300M subscribers (and growing).
Podcasts also show no sign of slowing down as a popular media form. More than 500 million people worldwide listen to podcasts, and about half of the U.S. population consumes them.
“It’s a natural evolution,” according to Olivia McNaughten, Senior Director of Product Marketing & Partnerships at GRIN. Podcasters have evolved into unique hybrids of entertainers and influencers. Consumers can watch and feel like they are a part of the conversation through the screen.”
From self-help to true crime to sports to politics (where The Meidas Touch has just surpassed Joe Rogan), podcasts span a wide range of topics and host credentials — from celebrities to everyday Joes and Joannes.
Various technologies have also emerged to help podcasters produce, share, and monetize content. The average cost of starting a podcast can range from $100 to $5,000, depending on the complexity of equipment and marketing budget.
Netflix’s entry into the podcast world may take a bite of YouTube’s audience or simply give celebrities, creators, and other “broadcasters” yet another way to gain a share of eyeballs and for advertisers to reach targeted audiences and gather data about viewing and shopping behaviors.
For example, imagine watching a true crime series and then listening to podcasters’ perspectives. Obvious sponsors could include home security companies.
Kyle Decker, a professional podcast producer, says, “The big question is how Netflix will integrate podcasts—historically a free medium—into its subscription model. Attempts to hide podcast content behind paywalls have not generally been effective. Adding video podcasts directly to a streaming service will be a great way to extend Netflix binges, and I wouldn’t be surprised if Netflix has some additional tricks up its far-reaching brand sleeve!”
Something we know for sure is that media options have been increasing exponentially since the era when traditional radio, TV, and print were the only ways to reach consumers and prospects. Wherever you find a screen, you’ll now find a marketer (and soon, perhaps, a podcaster!)
To learn more about the future of MULO (multi-location) brands, marketing, and related tech, please join us at Street Fight LIVE 2025 on September 18th!
