Netflix is expanding its content offering, with co-CEO Ted Sarandos revealing the streaming giant is actively exploring new types of content and creators.
According to Caitlin Huston in The Hollywood Reporter, the suggestion was made during Netflix’s first-quarter earnings call.
The publication reports that Sarandos noted that as the popularity of video podcasts grows, there is potential for some of these shows to find a home on the platform.
“As the popularity of video podcasts grow, I suspect you’ll see some of them find their way to Netflix,” Sarandos said in response to an analyst’s question.
The shift would be a significant milestone for Netflix, which has already ventured into podcasting through shows related to its original content and talent.
Netflix’s current podcast offerings
The streaming giant has already started making its own mark in podcasting.
The company’s ‘Now on Netflix’ podcast, in collaboration with Tudum.com, provides fans with exclusive behind-the-scenes content, including news on upcoming releases and in-depth looks at new premieres.
Alongside this, ‘Skip Intro’ hosted by Krista Smith, delivers weekly conversations with key figures behind Netflix’s most popular shows, films, and documentaries.
Additionally, Netflix offers ‘We Have the Receipts,’ a bi-weekly podcast hosted by Chris Burns that delves into Netflix’s unscripted reality shows.
Then there’s ‘Real Stories,’ with Rebecca Lavoie where she interviews creators and subjects behind Netflix’s major documentaries.
A shift towards video podcasts
While Netflix has traditionally shied away from the podcasting format, the statement from Sarandos suggests that video podcasts are now officially on the company’s radar.
Sarandos added that Netflix’s business model, designed for premium content, could provide a valuable opportunity for podcasters to reach a wider audience and reduce risks associated with user-generated content models seen on platforms like YouTube.
“We’re looking for the next generation of great creators, and we’re looking everywhere,” Sarandos said.
The streaming giant’s push into podcasting aligns with its ongoing effort to diversify content offerings while keeping its focus on quality and premium storytelling.
This also includes tapping into podcasting talent, with the company reportedly making attempts to sign high-profile stars, such as ‘’Call Her Daddy’ host Alex Cooper, although she eventually signed with SiriusXM.
Given the lower production costs of podcasts compared to Netflix’s high-budget shows, video podcasts could be an attractive area of growth for the company.
This move is expected to further diversify Netflix’s portfolio, potentially adding a new layer to its already extensive offering.
Call Her Daddy host Alex Cooper
Down Under giant
Locally, the move would only help solidify the company’s Australian standing.
According to market researcher Ampere Analysis,Netflix is on track to become Australia’s third-largest ad-supported streaming service by 2027.
The report predicts the global streamer will pull in over $150 million in ad revenue that year. Only 7Plus and 9Now, both broadcaster-run platforms, are expected to generate more from advertising.
According to the latest JustWatch insights, Netflix remains the leader in the SVOD (Subscription Video on Demand) market holding a solid 25% of the market share in Q4 2024.
But this dominance isn’t unchallenged. Amazon Prime Video, now a strong contender, holds a 5% advantage over Disney+. Meanwhile, local streaming services Binge and Stan are gaining ground, collectively claiming a 20% share of the market, just 2% behind Amazon Prime.
The streaming giant’s ability to secure the #3 spot in Australia’s ad-supported streaming market will largely depend on how well it can increase demand for ad space. Right now, ad prices are set higher than the market average, and the platform is maintaining this by keeping ad loads low.
Pictured: Netflix co-CEO Ted Sarandos