Netflix and iHeartMedia have deepened their partnership by expanding a slate of video podcasts featuring high-profile personalities. Martha Stewart, siblings Kate Hudson and Oliver Hudson, and social media star Lele Pons will launch new shows exclusively on Netflix through iHeartMedia's production and distribution arm.
The deal marks a continuation of Netflix's strategy to acquire podcasting content at a moment when the streaming giant remains uncertain about its long-term podcast ambitions. The company acquired podcasting infrastructure through its 2022 acquisition of podcast studio Gimlet Media but has largely treated podcasts as secondary to its core video business. This partnership with iHeartMedia, the largest podcast publisher in America, offers Netflix a shortcut: rather than building podcast production in-house, it licenses finished content from an established media company.
iHeartMedia brings significant reach to any content deal. The company operates over 900 radio stations and reaches more than 90 million monthly listeners across its digital platforms. By converting successful podcasts into video formats for Netflix, iHeartMedia taps into the streaming service's 270 million global subscribers while maintaining podcast distribution on its own networks.
The roster of personalities reflects Netflix's focus on celebrity-driven content. Martha Stewart's domestic empire remains potent across demographics. Kate and Oliver Hudson bring entertainment industry pedigree and existing podcast audiences. Lele Pons, a digital native with massive TikTok and Instagram followings, attracts younger viewers.
This expansion signals Netflix's pragmatic approach to podcasting. Rather than building original podcast infrastructure or aggressively competing with Spotify (which spent billions on exclusive podcast deals under Joe Rogan and others), Netflix treats podcasts as an underexploited asset within its existing video platform. Converting audio shows to video formats allows Netflix to maximize content investments across its subscriber base while sidestepping the expense of competing for exclusive audio rights.
The partnership benefits iHeartMedia by amplifying its creators' reach and diversifying revenue streams beyond traditional radio advertising.