Jay Shetty’s ‘On Purpose’ Becomes Latest Podcast To Jump Into Streaming TV.

Spotify and Netflix are teaming up with podcaster Jay Shetty in a deal that further blurs the lines between podcasting and mainstream entertainment, as the companies prepare to distribute video episodes of Shetty’s hit podcast “On Purpose” across both platforms beginning in July.

The partnership will bring full video episodes of “On Purpose” to Netflix subscribers worldwide while also expanding Spotify’s role beyond audio distribution. Spotify says it will serve as the global sales representative for the show and give users the option to either watch or listen to episodes within the same app.

The move marks another major step in the industry’s push toward video podcasting as platforms race to turn successful audio properties into broader cross-platform franchises. “On Purpose” has become one of the world’s most popular podcasts through longform interviews focused on wellness, culture and personal growth featuring celebrity guests, authors and public figures.

“This is a historic moment, not just for ‘On Purpose’ but for podcasting itself,” Shetty says in the announcement. “We’re entering a new era where interviews can impact culture as powerfully as movies, music, and television on the global stage.”

Shetty says he never imagined when he launched the podcast seven years ago that it would eventually partner simultaneously with both Spotify and Netflix. “To be in business with two of the most influential forces in global entertainment is unprecedented,” he said.

Netflix announced a “co-exclusive partnership” with Spotify last October to offer video podcasts produced by Spotify Studios and The Ringer. Samba TV estimates that 13% of U.S. Netflix-viewing households watched at least one video podcast during the first quarter. Early data suggests video may favor personality-driven shows that offer viewers a stronger visual connection to hosts and guests.

Spotify sees the agreement with Shetty as part of its broader investment in video podcasting and creator-driven franchises. Roman Wasenmüller, Spotify’s VP and Global Head of Podcasts, says the company sees video as a way to deepen audience engagement for existing podcast fans while broadening reach.

“Spotify is already where millions of fans come to listen to the show, and this next chapter builds on that momentum by giving audiences an even more immersive way to experience it,” Wasenmüller says. “This partnership also reflects our continued investment in video and our commitment to helping creators grow global franchises on Spotify.”

Netflix also positions the partnership as part of its expanding interest in podcast-style programming and interview content. Lauren Smith, Netflix VP of Content Licensing and Programming Strategy, says Shetty’s interview style creates “deep, meaningful connections” that resonate with millions around the world.

"By joining forces with Spotify, we're giving ‘On Purpose; an expansive new canvas, bringing these visually captivating interviews to our members' screens with unmissable episodes to look forward to every single week,” Smith says.

Video episodes of “On Purpose” will debut on both Netflix and Spotify beginning July 13.