Would you pay to listen to a podcast? We all have our favorite podcast categories and go-to shows when we need a break from reality. The podcast space consistently offers audiences of every micro-niche a wide selection of titles for both listening and viewing. More recently, video platforms such as YouTube and Twitch have become havens for podcast content, while audio companies are playing catch-up to the video trend of consumption. Yesterday, Netflix joined the podcast party as they announced a deal with Spotify to bring a selection of shows to the streaming service.
Netflix is the same place where WWE fans now must pay to watch Monday Night Raw, and NFL fans pay for access to content on Christmas Day. The streaming platform has not been shy about how aggressive it wants to be in the live-content business, moving away from feature films and documentaries that we’ve all grown to love.
While many details have yet to be announced, one thing is for certain: Netflix is a paid service. I recall getting a recent notification on my phone about that. Despite Netflix’s hunger to enter the podcast landscape, is there enough of an appetite for consumers to pay for something they’ve always gotten for free?
Let’s lay out what we know. Beginning in 2026, Netflix says it will offer video podcasts produced by Spotify Studios and The Ringer, covering a range of genres including sports (The Ringer was founded by Bill Simmons), culture, true crime and lifestyle. The streaming platform said the move is part of its mission to give subscribers new ways to watch content wherever and however they want.
The keyword there is subscribers — meaning paying customers. You’ll have to pay for this content to be viewed on the Netflix platform.
Would anyone actually do that?
Paying For Free Content
The sports titles reportedly include The Bill Simmons Podcast, The Lowe Post (Zach Lowe), The McShay Show (Todd McShay), Fairway Rollin’, The Mismatch, The Ringer F1 Show, The Ringer Fantasy Football Show, The Ringer NFL Show, and The Ringer NBA Show.
All these titles are available on free streaming platforms that fit the line “wherever you can get your podcasts.” Lauren Smith, Netflix’s VP of content licensing and programming strategy, told Variety, “Bringing a selection of video podcasts adds fresh voices and new perspectives to Netflix, making our entertainment lineup more exciting than ever.”
While I understand Netflix’s focus on adding proven titles to its podcast slate, is this truly benefiting Netflix in terms of increasing subscribers? Does Netflix want to be a destination in the podcast game — or just another player?
Maybe I’m mistaken, but I’ve never known the phrase “Netflix and chill” to mean watching Bill Simmons ramble about the Boston Celtics. Nor does it suggest Todd McShay putting viewers to sleep with his latest NFL mock draft.
Does This Benefit Podcasters?
For the podcasts themselves, what new audience are they going to reach behind a paywall? Every podcast with a brain is already producing video content of their episodes and housing them on YouTube, which is run by Google. According to a recent study by Cumulus Media, 72% of podcast listeners said they prefer shows with video.
Is the world’s largest search engine not already reaching a global audience with podcast content on YouTube?
What’s the point of paying for content that already has built-in audiences consuming it for free?
Of course, the spin from both companies will be positive. Spotify’s vice president and head of podcasts, Roman Wasenmüller, called the partnership a “new chapter for podcasting.” He said being on Netflix expands discovery, helps creators reach new audiences and allows fans to experience stories they love while uncovering new favorites.
Sure — but you still have to pay for access.
For generations, ubiquity has been the new exclusivity. For a podcast to thrive and survive, it must be made available everywhere for all to consume.
Netflix CAN Get Serious
If Netflix truly wants to make a dent in YouTube’s growing share of podcast viewership, it needs to get unique. Instead of forming partnerships that simply repackage content already available for free elsewhere, Netflix should chase exclusivity — reel in a big fish and make it a Netflix-only experience.
Netflix has enough money in its coffers to buy the best of the best, creating exclusive content with proven voices in the space. It could build a network of creators under its own banner and make them the faces of a global content movement for the platform.
That’s something subscribers might actually pay for, and grow subscribers for the platform itself.
Otherwise, Netflix risks being just another player in an already crowded space — another distributor paying just enough to gain access without adding anything special.
Barrett Media produces daily content on the music, news, and sports media industries. To stay updated, sign up for our newsletters and get the latest information delivered straight to your inbox.
John Mamola is Barrett Media’s sports editor and daily sports columnist. He brings over two decades of experience (Chicago, Tampa/St Petersburg) in the broadcast industry with expertise in brand management, sales, promotions, producing, imaging, hosting, talent coaching, talent development, web development, social media strategy and design, video production, creative writing, partnership building, communication/networking with a long track record of growth and success. He is a five-time recognized top 20 program director in a major market via Barrett Medi’s Top 20 series and has been honored internally multiple times as station/brand of the year (Tampa, FL) and employee of the month (Tampa, FL) by iHeartMedia. Connect with John by email at John@BarrettMedia.com.
