Netflix is no longer content to be the place you visit at night for prestige dramas and big-budget films. The company is now building a daytime habit around podcasts, betting that always-on talk formats can fill the same role for streaming that syndicated chat shows once did for broadcast TV. Instead of channel surfing, the company is trying to create a kind of podcast surfing that keeps viewers inside its app for hours at a time.
From binge nights to background days
For most of its history, Netflix has been synonymous with binge watching, a destination for tightly produced series and movies that demand full attention. Its new push into podcasts signals a different ambition, one that prioritizes utility and frequency over spectacle, with programming designed to run while people cook, work, or scroll their phones. Reporting on the company’s latest strategy describes how Netflix continues to push beyond bingeable dramas and splashy films in favor of something more utilitarian and ever-on, positioning talk formats as the streaming equivalent of daytime TV and even as a kind of surfing for the streaming age that keeps viewers engaged in long, low-intensity sessions supported by Netflix.
That shift is not happening in isolation, it is part of a broader evolution in how Netflix thinks about attention and its interface. At Screentime, co-chief executive Ted Peters spoke of a shift from nightly batch recommendation updates to real-time responsiveness, describing what has been called the most significant interface overhaul in years and tying it directly to the company’s need to compete for every spare minute of user focus. The move toward podcasts fits neatly into that vision, giving Netflix a steady stream of low-friction content that can be surfaced dynamically as part of this new, more reactive experience that At Screentime, Peters has outlined.
Why podcasts fit Netflix’s daytime ambition
Daytime television has always favored formats that are cheap to produce, easy to repeat, and endlessly topical, from talk shows to panel debates and advice segments. Netflix is now trying to recreate that formula inside its own walls, and podcasts are the logical vehicle, combining conversational intimacy with production costs that are a fraction of scripted drama. Analysis of the company’s strategy underlines that daytime has long favored inexpensive, high-frequency programming, and that is exactly why podcasts fit Netflix, Daytime Ambition, giving the streamer a way to program hours of content without the budgetary strain of constant new dramas or films, while still offering fresh conversation that can be updated daily or even multiple times a week through Why Podcasts Fit Netflix.
There is also a behavioral logic at work, since daytime viewing is less about appointment television and more about having something on in the background while people do other things. Podcasts, especially video podcasts, already serve that role on platforms like YouTube, where viewers let long episodes run while they multitask, and Netflix is explicitly targeting that habit. Podcasters see this as an offensive move with YouTube as the primary target, and the data provides a convincing argument that if Netflix can capture even a slice of that background listening and viewing time, it could materially increase engagement and ad inventory, a prospect that has been framed as a win for the company and for creators who want to reach larger audiences, according to Podcasters.
The Barstool Sports play: importing built-in audiences
To make podcasts feel like a real pillar of its service rather than an experiment, Netflix has started by partnering with shows that already command large, loyal fan bases. One of the most significant moves is an exclusive video podcast deal with Barstool Sports that brings Pardon My Take, The Ryen Russillo Podcast, and other titles into the Netflix ecosystem. The company has framed this as a major News moment, describing the arrangement under the banner Netflix and Barstool Sports Strike Exclusive Video Podcast Deal and emphasizing that these shows will initially be available in the United States, Canada, the United Kingdom, and Australia, with additional markets expected to follow as the partnership scales, according to Pardon My Take.
These are not niche experiments, they are some of the most recognizable sports and culture podcasts in the market, and they arrive with built-in communities that are used to watching long video episodes on other platforms. Netflix is framing both arrangements as exclusive video podcast partnerships, meaning that full video versions of the shows will live on its service while audio can continue to reach listeners elsewhere, a structure designed to grow reach without forcing fans to abandon their existing listening habits. By positioning itself as the home for the most complete visual experience of these shows, Netflix is officially trying to win the podcast wars and to introduce its own subscribers to a style of content that has historically thrived on rival platforms, a strategy described in detail as Netflix leans into this new category.
The iHeartMedia and Spotify pipeline
Barstool is only one piece of the puzzle, and Netflix has moved quickly to secure a broader pipeline of shows through a partnership with iHeartMedia. In that deal, Netflix and iHeartMedia Announce Exclusive Video Podcast Partnership for Top iHeartPodcasts, bringing a slate of established programs into the streaming app as video series that can be browsed and watched like any other show. The initial rollout is focused on New York and Los Angeles, with more markets to follow, signaling that Netflix and iHeartMedia are treating this as a long-term distribution strategy rather than a one-off experiment, and giving the streamer a ready-made catalog of talk content that can populate its new podcast hub, as outlined in the announcement that Netflix and released.
The iHeartMedia deal also intersects with Spotify’s ambitions, since many of the shows involved are Spotify video podcasts that are now being repackaged for Netflix. Sixteen Spotify video podcasts, including The Bill Simmons Podcast, are set to appear on the service, effectively turning Netflix into an additional viewing window for content that already performs well on audio platforms. In a news release, Netflix confirmed that these Sixteen Spotify shows would be available as part of its expanding podcast slate, underscoring how the company is willing to collaborate with former rivals like Spotify when it helps fill out a daytime-friendly catalog, a move detailed in coverage of how Spotify content is being integrated.
Building a podcast shelf inside Netflix
All of these deals would matter less if podcasts were buried inside the Netflix interface, but the company is giving them a prominent home. It has created a dedicated podcasts destination that functions like a channel, highlighting original talk shows, companion series to hit dramas, and now the imported video podcasts from partners. The hub showcases how Netflix is curating this category, with tiles and artwork that match the rest of its service and a clear emphasis on making podcasts feel like a natural part of the browsing experience, as seen in the way the company presents its growing slate of talk formats on its own podcasts page.
That presentation matters because Netflix viewers are accustomed to premium, high-production-value content, and the company knows that any new category has to meet that bar. Guidance for advertisers on the platform stresses that campaigns should match the standard of Netflix originals, arguing that investing in strong creative and thoughtful design will help a brand stand out in this environment. The same logic applies to podcasts, which are being shot and packaged with a visual polish that aligns with the rest of the catalog, reinforcing the idea that talk shows can sit comfortably alongside scripted series and that the ad inventory around them can be just as valuable, a point underscored in advice that notes how Netflix expects quality.
Challenging YouTube and Spotify’s dominance
Netflix is entering a space already dominated by YouTube and Spotify, which have spent years training audiences to watch and listen to long-form talk content. On Spotify, users can move seamlessly between music and podcasts, and the platform has invested heavily in exclusive shows and video formats that keep people inside its app for hours. The scale of that behavior is visible every time a listener opens the service and sees podcasts promoted alongside playlists, a dynamic that Netflix is now trying to replicate by pulling some of those same shows into its own environment, even as Spotify continues to operate its core experience at open.spotify.com.
YouTube, meanwhile, owns much of the existing video podcast behavior, with creators building studios and visual formats specifically for that platform. Netflix’s own strategy documents acknowledge that YouTube owns that behavior, which is why the company is leaning so hard into exclusive video podcast partnerships that can differentiate its offering. Coverage of the Barstool and iHeartMedia deals notes that Netflix is framing both arrangements as exclusive video podcast partnerships, and that it is officially trying to win the podcast wars by giving shows access to even larger audiences while also pulling viewers away from rival platforms, a competitive posture that has been analyzed in depth as Netflix escalates the fight.
How the deals reshape Netflix’s content mix
These podcast partnerships are not isolated experiments, they are part of a pattern in which Netflix has done its second big podcast deal as it prepares to lean harder into this category. Observers have pointed out that Netflix just made its second big podcast move by announcing the iHeartMedia arrangement to exclusively host video versions of top shows, following closely on the heels of the Barstool Sports agreement. That sequence has been read as a clear signal that the company is building a portfolio of talk content to sit alongside its investments in gaming, sports, and other attention-grabbing formats, a trend that fans and analysts have been tracking in discussions of how Netflix is repositioning itself.
Legal and business analysts have also started to frame this as a structural shift in how Netflix thinks about daytime viewing. One commentary notes that Netflix is betting on podcasts to become the new daytime talk show, quoting entertainment lawyer Jonathan Dysart, who argued that if Netflix can get viewers to treat its app like the place you leave on in the background, it will have fundamentally changed its relationship with subscribers. Dysart highlighted that Netflix is betting on podcasts to be the thing you put on while you are there, suggesting that the company sees talk formats as a way to normalize constant, low-intensity engagement rather than sporadic binges, a perspective laid out in detail in an analysis that emphasizes how Netflix is reimagining daytime.
The user experience: from “are you still watching?” to “just keep talking”
For viewers, the most visible change may be in how Netflix behaves when you are not fully paying attention. The classic prompt asking whether you are still watching has long been a symbol of the platform’s binge culture, but podcasts invite a different kind of interaction, one where the service is expected to keep playing without interruption. Creators who track the company’s moves have already started explaining to audiences that Netflix is getting podcast, with one explainer titled Netflix x Spotify described in a video that jokes about the familiar “Yo are you still there you got the remote” prompt and asks Why Netflix is suddenly so interested in long-running talk content, a conversation captured in a clip that breaks down how Oct viewers might experience the shift.
Internally, Netflix appears to be designing its podcast experience to minimize friction, encouraging users to let episodes roll while they do other things. The company’s own promotional materials describe a future where podcasts sit alongside shows and films in the same rows, and where autoplay chains together episodes in a way that feels more like radio than traditional on-demand streaming. That vision aligns with reporting that Netflix is betting on podcasts to become the new daytime talk show, positioning them as a default choice for idle time and as a way to keep the app open for longer stretches, a strategy that has been outlined in detail in coverage of how Netflix is rethinking engagement.
What success would look like for Netflix and creators
If Netflix’s bet pays off, success will not just be measured in podcast downloads, it will show up in metrics like daily active users, time spent per session, and ad revenue from its growing tier of supported plans. The company is already telling advertisers that its viewers expect premium experiences, and that the same high bar applies to the spots that run alongside talk content, which could make daytime podcast inventory particularly attractive. Analysts argue that if Netflix can turn its app into a place where people casually drop in for a few minutes of conversation multiple times a day, rather than only sitting down for long binges, it will have unlocked a new layer of monetization that complements its existing film and series business, a possibility that has been linked to its broader push into always-on formats in coverage of how Netflix is plugging more podcasts into its lineup.
For creators, the upside is access to Netflix’s global distribution and its reputation for polished presentation, which can help elevate podcasts that might otherwise be confined to audio apps or YouTube channels. The company’s curated podcast hub, its exclusive video partnerships with Barstool Sports and iHeartMedia, and its willingness to host Sixteen Spotify shows including The Bill Simmons Podcast all point to a future where podcasters can treat Netflix as another major window for their work. If that happens, the line between a daytime talk show and a video podcast will blur even further, and Netflix’s experiment in turning podcasts into the next generation of daytime talk could reshape not just its own service but the broader ecosystem of how talk content is produced, distributed, and monetized, a transformation that early observers have already started to describe as Netflix rewiring daytime habits.
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