Netflix Searches for Video Podcast Head As It Seeks New Progress Areas

Netflix is quietly looking for a podcast chief because it appears to carry video pods onto the streaming platform, two individuals near the corporate instructed Enterprise Insider.

Netflix had beforehand explored potential offers with podcasters because it sought new areas of progress, as BI first reported. The hunt for an exec to steer a video podcasting effort reveals how severely Netflix is taking the area.

The streamer’s curiosity comes as rival YouTube has cemented itself as a living-room fixture and video podcasting powerhouse.

Netflix has additionally proven curiosity in creator content material extra broadly.

“We’re actually enthusiastic about ‘The Sidemen’ and ‘Pop the Balloon’ and all kinds of creators and video podcasters that is perhaps a superb match for us, and significantly in the event that they’re doing nice work and in search of other ways to attach with audiences,” co-CEO Ted Sarandos stated on the corporate’s second-quarter earnings name this month. “The Sidemen” and “Pop the Balloon” are two Netflix reveals that started within the creator realm.

Netflix has not publicized a podcast lead job opening and declined to remark for this story.

One one that had conversations with Netflix stated the corporate wished somebody who may make video-first podcasts for an enormous viewers.

A lot of in the present day’s greatest podcasts began as audio-only endeavors and later added video as viewers habits modified and YouTube gained prominence. The strains between video speak reveals and podcasts have more and more blurred, and newer podcasts usually now begin with video in thoughts.

It isn’t clear the place the podcast position would sit inside Netflix.

A second one that had conversations with the corporate stated they believed it could sit in Netflix’s TV and movie licensing arm underneath Lori Conkling somewhat than the unique content material facet. That might sign that Netflix may look to license current reveals, because it’s performed with some YouTube creators like preschool entertainer Ms. Rachel, in addition to make unique reveals with hosts. Separate content-side hires may observe.

Edison Analysis has charted the continued rise of podcast listening. In a brand new report out this week, the agency stated 73% of individuals ages 12 and over within the US hearken to or watch podcasts, up from 55% in 2020.

Video is on the rise, too, with 51% of individuals 12 and up saying they’ve watched a podcast, in response to Edison.

Podcast promoting grew 26.4% to $2.4 billion in 2024, in response to the IAB. EMARKETER initiatives it can prime $2.5 billion in 2025.

Different media heavyweights have made large strikes to chase the podcast-listening viewers and the promoting that may include it.

In February, Fox acquired Crimson Seat Ventures, which produces Tucker Carlson, Megyn Kelly, and others. Amazon paid $300 million for podcast firm Wondery in 2020, The New York Instances reported on the time, after snapping up audiobook firm Audible in 2008.