Streaming giant Netflix is reportedly in discussions with audio‑media outfit SiriusXM to license a slate of video podcasts for exclusive streaming distribution — a move that could reshape how podcasts are discovered and challenge YouTube’s dominance in the video‑podcast space.
According to industry publications, Netflix approached SiriusXM seeking exclusivity over the video versions of some of the network’s top shows.
Under the proposed deal, certain video podcast content currently available on YouTube may shift to Netflix’s platform, thereby cutting off one of YouTube’s key advantages — broad open discoverability.
For Netflix, which has long focused on scripted series, films and original content, adding video podcasts could provide a new engagement driver, offering subscribers fresh formats and extending the time they spend within the Netflix ecosystem.
For creators, the shift suggests a changing negotiation landscape: video podcasts may increasingly be treated like premium streaming content rather than free‑to‑access uploads.
From the business side, the licensing push signals that podcasts — especially the video variant — are becoming a battleground for platform exclusivity. Netflix’s overture to SiriusXM follows earlier moves to license podcasts from other networks and talent groups, underlining a strategic intent to diversify content formats and attract different audience segments.
For small‑business creators, content teams and podcast studios, this trend suggests that video podcast formats are gaining higher value, and that platform choice and distribution rights may become more complex.
Producing video alongside audio could become essential. The shift emphasizes the importance of thinking beyond raw episodes: format, visuals, platform exclusivity, and partnerships now matter.
