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Netflix is eyeing video podcasts as it warms up to creator content
- Netflix is looking at licensing video podcasts as it seeks the next stage of growth, four industry insiders have informed BI.
- Podcasts offer Netflix cheap content compared to scripted and unscripted budgets as well as potential ad revenue growth.
- A top talent agent has suggested that Netflix insiders have warmed to the idea of tapping podcasting talent to host a talk-based video show.
- Netflix could license existing podcasts and offer subscribers an ad-free version as an advantage over the YouTube version, or seek out ancillary content from hosts beyond the core podcast property.
- Video podcasts have the potential to keep users on Netflix's platform, all-in-one place for 'vodcasts' and audio, according to experts.
- Podcasts can be watched. YouTube has become the top platform for podcasts, beating out Spotify and Apple, as of Q4 2020.
- Some industry insiders have said there is the possibility that Netflix might offer a creator-led section or free version of its service, which could eat into YouTube's dominance.
- The effort is a sign of Netflix's general warming to the idea of working with creators as it has welcomed YouTube-born creators to the platform in recent months.
- One of the challenges for Netflix looking to enter the podcast business is that it will likely want to work with the biggest creators, and many have already been snapped up.
- While none of the insiders thought Netflix was on the verge of challenging YouTube anytime soon, some experts saw a day when Netflix might offer a creator-led section or free version of its service.
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