Spotify and Netflix are partnering with popular podcast host Jay Shetty to bring video episodes of On Purpose to both platforms beginning July 13. The move underscores the growing battle among streaming companies to compete with YouTube for dominance in the rapidly-growing video podcasting sector.
On Purpose, which features conversations with figures across entertainment, wellness, business and culture, is one of the largest podcasts globally. The show has built its audience through interviews focused on personal growth and wellbeing.
The agreement will see Shetty’s series distributed in both audio and video formats, with Spotify also becoming the global sales representative for the show. Video episodes will be available to Netflix subscribers worldwide, while Spotify users will be able to switch between audio and video within the same app.
The partnership reflects a broader shift in the podcast market as platforms increasingly position long-form interview content as premium visual entertainment rather than audio-only programming. As audiences spend more time-consuming creator-led video content, companies including Spotify and Netflix are investing more heavily in video podcasts in an effort to shift viewing time away from YouTube.
Roman Wasenmüller, Spotify’s VP and global head of podcasts, said the deal aligns with Spotify’s wider video strategy. “On Purpose has built one of the most engaged podcast audiences in the world, and we’re excited to expand our partnership with Netflix and Jay by bringing video episodes to Spotify,” he said. “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.”
Lauren Smith, Netflix VP of content licensing and programming strategy, described the move as an opportunity to expand the show’s reach. “Jay Shetty has an ability to spark deep, meaningful connections that resonate with millions,” she said. “By joining forces with Spotify, we’re giving On Purpose an expansive new canvas, bringing these visually captivating interviews to our members’ screens.”
Shetty characterised the partnership as part of a larger evolution in podcasting toward mainstream visual entertainment. “This is a historic moment, not just for On Purpose but for podcasting itself,” he said. “We’re entering a new era where interviews can impact culture as powerfully as movies, music, and television on the global stage.”
Netflix has also just announced a new development in its partnership with iHeartMedia. Starting on June 1, iHeartMedia’s The Breakfast Club will stream live daily on Netflix, becoming the first daily live programme to air each weekday for Netflix.
While the radio broadcast of the show will continue to include traditional commercial breaks, Netflix viewers will receive an uninterrupted experience, with ad breaks filled by bonus segments, behind‑the‑scenes moments, extended discussions and original content – resulting in nearly three continuous hours of programming each day.
