Netflix’s new partnership with Spotify to stream select video podcasts from The Ringer network is less about star power and more about strategy.
Despite high-profile names like Bill Simmons, half of the initial shows coming to Netflix average fewer than 50,000 plays per episode — even when counting both Spotify and YouTube views, according to Deadline.
Why this matters
- Audience size isn’t the only metric: Netflix is investing in niche, discussion-based content with room to grow rather than just importing the biggest hits.
- Long-term plays over viral hits: These shows may offer better engagement or serve underserved topics, making them attractive for algorithmic discovery and retention.
- Content depth fits Netflix’s catalog: Even lower-play shows often feature high production value, evergreen topics, and strong back catalogs — ideal for binge-watching.
Who benefits
- Spotify gets reach — broadening the audience for its lesser-known video podcasts via a global platform.
- Netflix diversifies content — adding inexpensive, discussion-led shows without heavy production costs.
- Creators gain legitimacy — appearing on Netflix adds prestige, even if their audience remains modest.
The bigger picture
This deal suggests that both companies see video podcasts as a growth category, not just a format for mass-audience stars. It reflects a shift where strategic content partnerships may prioritize long-term value, retention, and catalog appeal over short-term virality.
For podcasters and content teams, the takeaway is clear: production quality, thematic relevance, and platform fit may matter more than raw numbers — at least for now.
