Netflix co-CEO Ted Sarandos says video podcasts could be the next format to appear on the streaming service as it pursues creators in many areas.
On the company’s first quarter earnings call Thursday, Sarandos said the “lines are getting blurry” between podcasts and talk shows, in response to a question on whether video pods could work on Netflix.
“As the popularity of video podcasts grows, I suspect you’ll see some of them find their way to Netflix,” Sarandos said.
His comments confirmed earlier reporting by Business Insider that Netflix was exploring potential deals with video podcasters as it looked to its next phase of growth.
Netflix execs have become increasingly aggressive about putting YouTube creator-led shows on the platform and talking up its advantages to creators.
This comes as YouTube leads the media pack in terms of TV watch time. According to Nielsen, YouTube accounted for 12% of TV watching time in March, extending its lead over Netflix, which came in at 7.9%.
Netflix’s top execs have lately argued that Netflix is better than YouTube in helping creators grow and make money. Alongside other media giants like Amazon and Disney, Netflix has also been leaning into popular YouTubers, picking up deals with the Sidemen, preschool educator Ms. Rachel, and the live dating show Pop the Balloon.
“We’re looking for the next generation of great creators, and we’re looking everywhere, not just in film schools and certainly not just in Hollywood,” Sarandos said on the call. “Creators today have tools that were unimaginable a decade ago to tell stories, to reach audience.”
Some creators are eager for the prestige, up-front money, and ability to reach new viewers that Netflix and other Hollywood players can afford.
But for others, especially well-established creators, the advantage is less clear when they’ve built multiplatform businesses independently and enjoy control over their productions as well as direct relationships with their audiences.
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