iHeartMedia, Netflix Expand Video Podcast Deal With Three New Shows.

In a signal that both Netflix and iHeartMedia like what they’re seeing with the engagement of video podcasts, the two companies are expanding their partnership. The move will bring a broader collection of video episodes of iHeartPodcasts-produced series to Netflix, including shows from Kate Hudson and Oliver Hudson, Lele Pons and Martha Stewart.

The expansion builds on iHeartMedia and Netflix’s previously announced exclusive video podcast collaboration, unveiled last December. Samba TV says iHeartMedia ranked No. 1 by both total views and total minutes consumed on the streaming service during the first quarter.

The joining the existing lineup on Netflix include the new “Suite 305 with Lele Pons” hosted by social media star Lele Pon. Netflix also picks up video episodes of “The Martha Stewart Podcast,” which feature conversations between the culinary and culture icon and her guests. And video episodes of “Sibling Revelry with Kate Hudson and Oliver Hudson” are also now streaming on Neflix, offering viewers an opportunity to watch the famous brother and sister duo going deep into all topics with other siblings.

The latest collection of podcasts will begin rolling out on Netflix in the coming months. The agreement includes all new episodes from the podcast lineup, as well as select library episodes from each show.

The three additions to Netflix will join the previously announced slate of iHeartPodcasts (below). That most notably includes “The Breakfast Club,” which has been such a hit on Neflix that the two companies announced last month it will now live-stream to viewers worldwide in addition to being available as an on-demand podcast. While the radio broadcast continues to include traditional commercial breaks, Netflix viewers receive an enhanced, uninterrupted experience, with those breaks filled by exclusive bonus segments, behind-the-scenes moments, extended discussions and original content — resulting in nearly three continuous hours of programming each day.

Other iHeartPodcasts whose video episodes are on Netflix include “Bobby Bones Presents: The Bobbycast,” “My Favorite Murder,” “Dear Chelsea,” “Joe and Jada,” “This Is Important,” “The Psychology of Your 20s,” “Behind the Bastards,” “Stuff They Don’t Want You to Know,” “Stuff You Missed in History Class,” “Stuff To Blow Your Mind,” “New Rory & MAL,” “3 and Out with John Middlekauff” and “Buried Bones.”

Under its deal with Netflix, iHeart gives the streamer exclusive rights to its video episodes — meaning they’re no longer on YouTube. But the audio podcast versions are still widely available on iHeartRadio and everywhere podcasts are heard.

CEO Bob Pittman said on a recent earnings call that video represents a major new revenue opportunity for iHeartMedia, while at the same time he sees it as incremental to audio episodes rather than replacing listening.

“It’s not the same usage case. It’s another time in which people are doing it. And now that we’re able to get the video podcast in there, it opens up a new revenue stream,” Pittman said. He told analysts that he believes the success of “The Breakfast Club” is largely due to listening of the show on radio, and that serves as a powerful promotional tool even as podcasting expands into video and streaming environments.