Netflix, Tubi Begin To Make Inroads As Podcast Platforms.

The growing convergence of podcasting and video streaming is creating new distribution opportunities for creators, while giving major streaming services another way to attract and retain audiences. Two of the newest entrants into the podcast marketplace are Netflix and Tubi, both of which expanded their shows in early 2026 through a series of content partnerships and licensing deals.

Netflix recently underscored its commitment to the category with a reported agreement valued at up to $100 million for exclusive video versions of Jay Shetty’s “On Purpose” podcast. Under the arrangement, the show will be available on Netflix and Spotify, highlighting the increasing value platforms are placing on premium podcast content.

Tubi, the free ad-supported streaming service, has struck podcast distribution agreements with Audiochuck, producer of hit shows including “Crime Junkie” and “The Deck,” as well as SiriusXM. Those deals bring several high-profile titles to Tubi, including “Rotten Mango,” “Conan O’Brien Needs a Friend,” and “What Now with Trevor Noah.”

While the number of podcast partnerships continues to grow, Edison Research says audience adoption remains relatively modest vs. established podcast destinations. Edison Podcast Metrics added Netflix and Tubi to its tracking of podcast listening and viewing platforms during the first quarter of 2026. The initial results show that 14% of U.S. weekly podcast listeners 13 and older have consumed a podcast on Netflix, while 4% report using Tubi for podcast content.

The data also illustrates the dominance of more established platforms. YouTube remains the leading destination for podcast consumption, used by 64% of weekly podcast listeners, followed by Spotify at 42%.

Edison’s next wave of Podcast Metrics data, covering the second quarter of 2026, is expected later this summer and may provide a clearer picture of whether streaming-video services can become meaningful players in podcast distribution.