Spotify Expands Into Video Podcasts with Netflix and Boosts Audiobook Market

In a strategic move to diversify content offerings beyond music, Spotify has embarked on two major initiatives: a partnership with Netflix to launch video podcasts and a robust entry into the audiobook market. These efforts reflect Spotify’s intent to capture new audiences and increase content consumption on its platform.

Video Podcast Initiative with Netflix

Spotify has unveiled a collaboration with Netflix to introduce video podcasts, enhancing content delivery for their subscribers. With this partnership, popular audio podcasts from Spotify Studios and The Ringer, such as The Bill Simmons Show, The Zach Lowe Show, and others, will be adapted into video format and available on both Netflix and Spotify starting early 2026. This initiative is expected to cater to the growing demand for video podcast content.

According to Lauren Smith, Netflix’s VP of Content Licensing and Programming Strategy, this venture aims to enrich Netflix’s content roster with diverse voices and perspectives, ranging from sports and pop culture to true crime.

Spotify’s Foray into Audiobooks

Building on its already diverse audio offerings, Spotify has significantly scaled up its audiobook services. Since launching audiobooks in various countries including the U.S., U.K., and Australia, Spotify has reported a 36% increase in audiobook listeners year over year. This expansion not only diversifies Spotify’s content but also positions it as a competitive player against established audiobook providers like Audible.

With over 500,000 audiobook titles available in key markets and a flexible listening model for subscribers, Spotify is actively working to grow the audiobook market. This move is part of CEO Daniel Ek’s strategy to increase engagement and reduce churn by offering more content options to subscribers.

Economic Implications of Spotify’s New Content Ventures

These new content strategies by Spotify are expected to contribute positively to the company’s financial health. By increasing user engagement through diverse audio and video offerings, Spotify aims to reduce the churn rate—a crucial metric that represents subscriber retention. Historical data from the company highlights how strategic content expansions can enhance subscriber loyalty and lifetime value.