The audio giant teams up with the world’s largest streamer to turn hit podcasts into watchable franchises—blurring the line between radio, streaming, and creator-led TV.
iHeartMedia, the largest audio company in the US, is making its most ambitious move yet beyond earbuds. The company has struck an exclusive video podcasting partnership with Netflix, bringing more than 15 of its top-performing original podcasts to the streaming platform starting in early 2026.
Under the deal, Netflix will host new video episodes from the participating shows, along with select episodes from their back catalogs. The rollout will begin in the US, with international markets expected to follow. Importantly, iHeartMedia will retain all audio-only rights and distribution, meaning these podcasts will continue to be available on iHeartRadio and every major podcast platform.
For Netflix, it’s another signal that podcasts—especially video podcasts—are becoming a serious part of its content strategy. For iHeartMedia, it’s a calculated expansion into video that reflects how audiences increasingly want to watch the voices they already know.
Why This Matters: Podcasts Are No Longer Just Audio
Podcasting has been one of the fastest-growing media formats of the past two decades, but the next phase of growth is clearly visual. YouTube has quietly become the dominant platform for podcast discovery, Spotify has invested heavily in video podcasting, and creators from Joe Rogan to Call Her Daddy have proven that cameras change both reach and revenue.
This deal positions Netflix squarely in that race.
Rather than building a podcast ecosystem from scratch, Netflix is licensing proven franchises with massive, built-in audiences. iHeartMedia, meanwhile, gets Netflix’s global distribution muscle and production credibility without giving up control of its core audio business.
Bob Pittman, CEO of iHeartMedia, framed the move as a natural evolution. Audio remains the foundation, but video is the extension—one that helps podcasts travel further, attract new audiences, and compete for attention in a screen-first world.
Netflix VP of Content Licensing and Programming Strategy Lauren Smith echoed that thinking, calling the partnership a way to offer members more variety while spotlighting some of the most recognizable voices in entertainment, culture, and true crime.
The Lineup: From Radio Royalty to True Crime Powerhouses
The initial slate spans radio, comedy, music, mental health, sports, and true crime—categories that already dominate podcast charts and advertising budgets.
At the top of the list is “The Breakfast Club,” one of the most influential radio shows in the country and a cultural force in hip-hop, politics, and pop culture. The show recently crossed one billion downloads, a milestone that underscores why Netflix sees it as more than just a podcast—it’s a franchise.
True crime heavyweight “My Favorite Murder,” with roughly two billion lifetime downloads, brings Netflix back into a genre it helped popularize with documentary series and dramatizations. Unlike scripted crime shows, podcasts offer a more intimate, personality-driven experience—something Netflix increasingly values.
Comedy and celebrity-driven shows round out much of the lineup. Chelsea Handler’s “Dear Chelsea,” Fat Joe and Jadakiss’ “Joe and Jada,” and “This Is Important” from the Workaholics cast all translate naturally to video, where reactions, expressions, and group chemistry matter as much as the conversation itself.
Music fans get “Bobby Bones Presents: The Bobbycast,” while younger audiences and wellness-focused listeners are likely to gravitate toward “The Psychology of Your 20s,” a top-ranked mental health podcast that reflects the growing overlap between self-care content and mainstream media.
The broader lineup also includes iHeart’s long-running curiosity and history franchises—“Behind the Bastards,” “Stuff They Don’t Want You to Know,” “Stuff You Missed in History Class,” and “Stuff To Blow Your Mind”—along with sports and culture staples like “New Rory & MAL” and “3 and Out with John Middlekauff.”
In short, Netflix isn’t betting on a single breakout hit. It’s buying a diversified portfolio of audience loyalty.
A Strategic Shift for Netflix—Again
Netflix’s relationship with unscripted and creator-led content has evolved rapidly. After years of focusing almost exclusively on scripted originals, the company has leaned into stand-up comedy, live events, sports-adjacent programming, and now podcasts.
Video podcasts fit neatly into Netflix’s current priorities:
- They are relatively low-cost compared to scripted series.
- They offer frequent releases, keeping subscribers engaged between tentpole shows.
- They come with existing fan bases and social distribution built in.
Unlike YouTube, Netflix doesn’t rely on advertising at scale—yet. But as its ad-supported tier grows, video podcasts could become attractive inventory for brand integrations, sponsorships, and native advertising formats familiar to podcast advertisers.
What This Means for the Podcast and AdTech Ecosystem
From an AdTech perspective, this partnership hints at where premium podcast monetization is headed. Video unlocks new ad formats—mid-roll visuals, branded sets, interactive sponsorships—that audio alone can’t deliver. It also brings better measurement, viewability, and cross-platform attribution into the mix.
For creators and networks, the deal reinforces a key trend: podcasts are no longer distribution-agnostic. Where your show lives—and how it’s packaged—can significantly impact growth, revenue, and cultural relevance.
It also raises competitive pressure. Spotify, Amazon, and YouTube are all investing heavily in creator-led content. Netflix entering the video podcast market with iHeartMedia’s catalog accelerates that arms race and further blurs the line between “podcast,” “talk show,” and “streaming series.”
The Bigger Picture
This isn’t just about putting cameras in podcast studios. It’s about redefining what modern media companies look like.
iHeartMedia is evolving from a radio-first company into a multi-format content engine. Netflix continues its transformation from a TV network replacement into a broad entertainment platform that hosts everything from Oscar contenders to conversational culture.
By early 2026, watching podcasts on Netflix may feel completely normal. And when that happens, this deal will likely be remembered as one of the moments that helped push podcasting fully into the mainstream video economy.
