Netflix is licensing video podcasts from The Ringer and partnering with Spotify as part of a low-cost strategy to boost daily engagement and compete with YouTube’s massive watch time. Rather than spending heavily on exclusives, Netflix is testing the waters with sub-$10 million, short-term deals, aiming to host 50–75 video podcasts by 2026. However, long-form talk content may already be past its cultural peak, and placing niche shows behind a paywall risks limited reach. While YouTube thrives on open access and creator-driven virality, Netflix hopes curated, ad-friendly programming can support its subscription and advertising goals. Meanwhile, TikTok and iHeart are building new pipelines for creators, highlighting structural advantages Netflix lacks. For Netflix to succeed, it must create synergy between its franchises and talk content, using podcasts as cultural amplifiers rather than standalone attractions.