Spotify and Netflix have secured a $100 million podcast agreement with Jay Shetty.

      **TL;DR** Jay Shetty has secured a deal potentially worth up to $100 million to bring the video version of his On Purpose podcast exclusively to Spotify and Netflix, starting July 13. This marks the first joint signing of a creator by both companies.

      Jay Shetty, the former Hindu monk turned self-help podcaster, has made an agreement to produce the video version of his podcast On Purpose exclusively for Spotify and Netflix. Sources familiar with the agreement, as reported by Bloomberg, indicate it could reach $100 million across several years, positioning Shetty alongside notable figures like Joe Rogan, who had a $250 million deal with Spotify, and Alex Cooper, who secured $125 million with SiriusXM.

      The transition to Spotify and Netflix is set for July 13. While older episodes and promotional content will still be accessible on YouTube and other platforms, new full-length video episodes will only be available on the two services. Spotify will handle ad sales for the podcast. Both Spotify and Netflix have confirmed the partnership, but have not disclosed the financial details.

      **The first collaboration between Spotify and Netflix**

      This partnership represents the first occasion Spotify and Netflix have collaborated to sign a single creator. Their existing relationship includes Spotify placing several of its podcast offerings on Netflix, such as Bill Simmons’ show, and Netflix co-CEO Ted Sarandos being a member of Spotify’s board. Netflix began introducing podcasts on its platform in January 2026 with deals with iHeartMedia and Spotify, launching 34 licensed and original shows in its first month.

      The collaboration benefits both companies differently: Spotify gains an exclusive ad-sales partnership with a prominent podcast, enhancing its advertising revenue, while Netflix receives video content that fills daytime slots, addressing gaps not filled effectively by scripted and unscripted originals. Subscriptions to podcasts and ad-supported formats are becoming central to enhancing retention and engagement strategies for both platforms.

      **The impact of video on the podcast landscape**

      This deal signifies a shift in how podcasts are valued and consumed. Video now accounts for 41% of net podcast advertising revenue in the U.S., up from 28% in 2024. The global podcast market is projected to have generated around $9.2 billion in sales in 2025, marking a 23% annual increase, according to research firm Owl & Co. Out of this total, direct advertising contributed $5.3 billion, while consumer subscriptions added $2.2 billion.

      YouTube has emerged as the main beneficiary of the video podcast trend, becoming the primary platform for viewers who prefer watching interviews over merely listening. Spotify learned from the Rogan experience that exclusive audio deals couldn't capture the entire audience, as many listeners had already shifted to YouTube for video. The Shetty agreement aims to counter this by drawing a major video podcaster away from YouTube and onto platforms that can monetize the content through subscriptions and targeted ads.

      Previously, Shetty collaborated with iHeartMedia for ad sales and did not distribute his video episodes on Spotify. His show, On Purpose, debuted seven years ago and has escalated to become one of the leading interview podcasts within the self-help and wellness sector, featuring guests like Oprah Winfrey, Michelle Obama, and Tom Hanks.

      **Shetty’s broader media strategy**

      This podcast agreement is a component of Shetty's broader efforts to expand within the Netflix ecosystem. His production company is developing two additional projects with Netflix, which include one scripted and one unscripted series. In 2022, mental wellness app Calm appointed Shetty as its chief purpose officer, and he conducted guided meditation sessions across various U.S. theaters last year. He is crafting a media brand that encompasses podcasting, streaming, live events, and wellness products.

      At 38, the London-born creator embodies a new breed of podcaster that streaming services are vying to sign. Spotify has been creating tools to enhance creator monetization, including features for podcast clips, chapter markers, and management of creator sponsorships. Nonetheless, substantial deals continue to hinge on exclusive content agreements that tie specific creators to particular platforms, mirroring the strategies that fueled the music streaming competition a decade ago.

      **The competitive landscape for podcasters**

      Spotify and Netflix are not the only players pursuing podcasters. Tubi, the ad-supported streaming service owned by Fox Corp., has engaged in deals with YouTubers and podcasters to feature their shows on its platform. Hulu, owned by Walt Disney, has licensed podcasts to complement its programming. Netflix has also introduced original podcast content, such as The Pete Davidson Show.

      The economics of these agreements indicate how streaming services are strategizing around content efficiency. Producing podcasts is less expensive than crafting scripted television, they cultivate loyal audiences, and they fill viewing hours where high-quality content does not effectively reach viewers. A $100 million podcast deal over several years constitutes a small fraction of what Netflix allocates for a single season of a high-profile drama, but engagement per dollar might be substantially