Netflix Eyes Video Podcasts As Next Content Category To Expand Engagement.

Netflix is exploring video podcasts as the latest expansion of its programming strategy as the streaming giant looks to broaden the types of entertainment available on its platform. CFO Spencer Neumann says the company views video podcasts as another potential content format, telling the Morgan Stanley Technology, Media & Telecom Conference that the podcast move are similar to earlier expansion by Netflix into unscripted programming, international series and live events.

“We're always looking for the most valuable areas to expand and strengthen our entertainment offering,” Neumann said. “And video podcast is one of those examples to us where we think there's an opportunity.”

Netflix announced a “co-exclusive partnership” with Spotify last October to offer video podcasts produced by Spotify Studios and The Ringer. Netflix then also inked a deal with iHeartMedia to make video episodes for more than 15 shows available to its viewers. Netflix has also formed a multiyear partnership with Barstool Sports to bring its shows to its subscribers as well.

Netflix has steadily expanded the types of programming it carries over the past decade. Neumann noted the streamer originally focused on English-language scripted film and television before branching into other formats and languages.

“There was a day when all we were scripted TV and film, English language, and then we went to unscripted,” he said. “And then we went to non-English TV, animation and anime, and then live. And so this is another content format for us.”

Netflix says its experimentation efforts are typically focused on genres that already perform well with its audience, including pop culture, lifestyle and true crime programming.

Executives believe video podcasts could help the service capture additional viewing time that traditional streaming shows do not always reach. Because the format is easier to start and stop and can function partly as background listening, it may fit different viewing moments.

“With video podcasts, it's frankly a little easier to get in and out of them,” Neumann said. “It plays better on mobile devices. Sometimes you can kind of listen and not be watching all the time.”

Netflix hasn’t disclosed how many users are watching its video podcasts. Early signals suggest they may expand its engagement into new dayparts and platforms. Neumann told the investor conference that the format is already showing different consumption patterns than traditional Netflix programming.

“It's still early days. but it is over-indexing on morning and afternoon relative to our core subscription TV film on-demand offering,” he said. “And similarly, it's over-indexing on the mobile device.”

The push into video podcasts also aligns with Netflix’s broader push to improve its mobile experience. The company plans to roll out a redesigned mobile interface later this year that will serve as a foundation for future product changes and new content formats.

For now, Netflix says that initiative remains in an early testing phase.

“We'll kind of see where that plays out, and we'll learn into it,” Neumann said.