Netflix is quietly searching for an exec to lead its video podcast efforts as it chases YouTube
The streamer is chasing YouTube, which has cemented itself as a video podcast titan.
Podcast listening and advertising are on the rise, and media giants are investing.
Netflix is quietly searching for a podcast leader as it looks to bring video pods onto the streaming platform, two people close to the company told Business Insider.
Netflix had previously explored potential deals with podcasters as it sought new areas of growth, as BI first reported. The hunt for an exec to lead a video podcasting effort shows how seriously Netflix is taking the space.
The streamer's interest comes as rival YouTube has cemented itself as a living-room fixture and video podcasting powerhouse.
Netflix has also shown interest in creator content more broadly.
"We're really excited about 'The Sidemen' and 'Pop the Balloon' and a wide variety of creators and video podcasters that might be a good fit for us, and particularly if they're doing great work and looking for different ways to connect with audiences," co-CEO Ted Sarandos said on the company's second-quarter earnings call this month. "The Sidemen" and "Pop the Balloon" are two Netflix shows that began in the creator realm.
Netflix has not publicized a podcast lead job opening and declined to comment for this story.
One person who had conversations with Netflix said the company wanted someone who could make video-first podcasts for a big audience.
Many of today's biggest podcasts started as audio-only endeavors and later added video as audience habits changed and YouTube gained prominence. The lines between video talk shows and podcasts have increasingly blurred, and newer podcasts often now start with video in mind.
It's not clear where the podcast role would sit inside Netflix.
A second person who had conversations with the company said they believed it would sit in Netflix's TV and film licensing arm under Lori Conkling rather than the original content side. That could signal that Netflix might look to license existing shows, as it's done with some YouTube creators like preschool entertainer Ms. Rachel, as well as make original shows with hosts. Separate content-side hires could follow.
Edison Research has charted the continued rise of podcast listening. In a new report out this week, the firm said 73% of people ages 12 and over in the US listen to or watch podcasts, up from 55% in 2020.
Video is on the rise, too, with 51% of people 12 and up saying they've watched a podcast, according to Edison.
Podcast advertising grew 26.4% to $2.4 billion in 2024, according to the IAB. EMARKETER projects it will top $2.5 billion in 2025.
Other media heavyweights have made big moves to chase the podcast-listening audience and the advertising that can come with it.
In February, Fox acquired Red Seat Ventures, which produces Tucker Carlson, Megyn Kelly, and others. Amazon paid $300 million for podcast company Wondery in 2020, The New York Times reported at the time, after snapping up audiobook company Audible in 2008.
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