Netflix is reportedly in initial discussions with SiriusXM to make the satellite radio company’s video podcasts exclusive to its platform. This move marks another step in Netflix’s ongoing efforts in the podcasting space, as various media outlets have indicated.
Sources familiar with the conversations have mentioned to TheWrap that the potential deal would grant Netflix exclusive rights to distribute popular SiriusXM content, sidelining competitors like YouTube, which currently leads in the video podcast arena.
Both Netflix and SiriusXM have been contacted for comments, but neither has officially addressed the ongoing negotiations.
SiriusXM boasts one of the largest podcast networks in the United States, featuring top shows such as “Call Her Daddy,” “SmartLess,” “Rotten Mango,” “Morbid,” and “Dateline NBC.” Edison Research even ranks it as the top podcast network based on viewership.
This push by Netflix into the podcast realm aligns with its strategy to diversify content beyond standard film and television offerings.
Just recently, Netflix finalized its first significant podcast agreement with Spotify, allowing select video podcasts, including “The Bill Simmons Podcast” and “The Rewatchables,” to stream on its platform. The shows are expected to debut on Netflix at the start of next year, but they will no longer be accessible on YouTube.
Amid these developments, Netflix has also approached iHeartMedia, seeking similar exclusive streaming rights for popular shows like “The Breakfast Club” and “Stuff You Should Know,” as reported by industry insiders.
Furthermore, there have been reports that some of Hollywood’s leading talent agencies are in talks with Netflix to bring more on-camera podcasters into the fold as the company gears up for its video podcast hubs planned for early 2026.
Netflix co-CEO Ted Sarandos hinted at the strategy’s importance earlier this year, suggesting that video podcasts fit seamlessly into the company’s content strategy and are vital for maintaining subscriber interest.
As video podcasts gain traction, Sarandos believes we’ll see more of them on Netflix.
Meanwhile, YouTube is reinforcing its leading position in the podcasting market, having surpassed a billion monthly podcast viewers this year, according to data cited by Bloomberg.
Through collaborations with well-established podcast publishers like Spotify and SiriusXM, Netflix aims to build an extensive library that parallels its offering of movies and series.
Netflix executives view podcasts as a way to extend viewer engagement and promote original content.
As SiriusXM rethinks its digital strategy amid slowing satellite radio growth, its podcasts and celebrity-driven content play a significant role in attracting younger audiences and advertisers.
Stock in iHeartMedia surged over 37% to reach a two-year high recently following news of its negotiations with Netflix.
