Netflix is pushing further into the world of podcasts, recently announcing a deal with iHeartMedia to bring at least 15 of the company’s video shows exclusively to its platform in early 2026. Among the highlights are The Breakfast Club, the true crime hit My Favorite Murder, and comedian-led programs from Chelsea Handler and Bobby Bones.
This follows Netflix’s previous licensing of 16 podcasts from Spotify Studios and The Ringer, marking a clear attempt to use podcasts as a new form of daytime engagement, filling the cultural space once held by shows like The Today Show or The View.
But the bigger question is whether Netflix can actually capture audiences the way Joe Rogan has. Google Trends data shows that interest in The Joe Rogan Experience was already high before his exclusive Spotify deal in 2020, and it remained roughly comparable afterward. In other words, locking his show behind a platform did not lead to exponential growth, it largely stabilized his existing audience. This illustrates a hard truth for Netflix: big names alone don’t automatically translate to larger audiences, especially when viewers are already accustomed to free, widely accessible platforms like YouTube.
Netflix faces a similar challenge with its iHeartMedia slate. While these shows have strong followings, it’s unclear how many viewers will follow them off YouTube to a paid streaming environment. Much of YouTube traffic is driven by algorithmic discovery, meaning many viewers may be “casual surfers” rather than true fans committed to a specific show. Building a loyal, portable audience, like Rogan’s, is much harder than simply licensing content.
Netflix’s push into podcasts is therefore experimental. The platform can expand its library, but replicating Rogan’s empire, anchored in a personal brand that draws fans across platforms, is another matter entirely. For now, Netflix can bet on volume, but the single most valuable lesson in podcasting remains:
it’s the host, not the platform, that drives enduring engagement.