As streaming platforms evolve, major services are increasingly integrating podcasts into their content strategies.
Companies like Netflix, Hulu, Paramount+, and Peacock, alongside free services such as Tubi and even TV manufacturers like Samsung and Vizio, are exploring ways to include podcasts as a central part of their media ecosystems.
This shift is driven by the need to diversify offerings, retain subscribers, and capitalize on the growing demand for podcast content.
Paramount+ and Peacock’s Podcast Collaborations
Paramount+ has taken a proactive approach to podcast integration by developing companion podcasts for several of its original series.
These podcasts provide behind-the-scenes insights, interviews with actors and creators, and deep dives into the themes explored in shows like "Star Trek: Picard." This strategy allows Paramount+ to extend the lifespan of its original content and keep audiences engaged between seasons.
Peacock has also entered the podcast space by producing exclusive audio content that aligns with its TV and film offerings. The platform launched true crime podcasts tied to its investigative series, as well as entertainment-focused podcasts featuring talent from its scripted and reality programming.
This approach fosters a multi-platform content experience where audiences can engage with their favorite shows beyond the traditional screen format.
Netflix’s Foray into Video Podcasts
Netflix, a dominant player in the streaming space, has expressed interest in the video podcast format.
In 2023, the company engaged in discussions with prominent podcasters, including Alex Cooper of "Call Her Daddy" fame, before she ultimately signed with Spotify.
Netflix’s growing interest in podcasts signals a strategic move to create cost-effective, ad-supported content that expands beyond traditional movies and TV series.
Video podcasts, a format popularized by YouTube and Patreon-based creators, could allow Netflix to compete more directly with platforms that have successfully monetized long-form conversations and influencer-driven content.
By offering discussions on entertainment, celebrity interviews, and exclusive behind-the-scenes content, Netflix could increase user engagement and leverage its existing intellectual properties more effectively.
Hulu and Disney’s Integration of Podcasts
Hulu, which operates under Disney, has not directly ventured into podcast production but benefits from Disney’s vast media network.
ESPN, which produces numerous sports-related podcasts, often cross-promotes with Hulu, driving viewership from audio to video content. Disney has also developed companion podcasts for high-profile releases on Disney+, such as "Marvel’s Wastelanders" and "Inside Star Wars," proving that strategically aligned podcasts can serve as extensions of existing franchises.
Hulu could follow this model by creating official discussions around its original series or reality show content.
Free Streaming Platforms, Smart TVs
Free, ad-supported streaming services such as Tubi have yet to make major moves into podcasting, but there is a clear opportunity for them to do so.
Given that many of these services already host a significant amount of reality TV, true crime, and documentary content, podcasts could serve as an inexpensive way to expand their catalogs without major production costs.
True crime, in particular, remains one of the most successful genres in the podcasting space, and platforms like Tubi could enhance their offerings by incorporating investigative storytelling podcasts that accompany their growing library of crime-focused series.
As streaming content expands beyond traditional platforms, smart TV manufacturers are also playing a role in integrating podcasts into their services.
Brands such as Samsung and Vizio have developed operating systems that provide direct access to podcast apps, making audio and video podcasts more accessible to TV audiences.
In a significant move, Walmart acquired Vizio’s streaming service, signaling its intent to expand digital content offerings. If Walmart leverages this acquisition effectively, it could introduce podcast partnerships that tie into its growing streaming ambitions.
The Rise of Video Podcast Genres on Streaming Platforms
With streaming platforms investing in video podcasts, certain formats and genres have proven particularly effective.
Interview-based podcasts featuring celebrities, industry insiders, and influencers can attract substantial audiences, as demonstrated by the success of video podcast networks on YouTube. Streaming services could adopt a similar approach, bringing high-profile guests to discuss entertainment, sports, and culture.
True crime remains a dominant force in podcasting, and its visual adaptation for streaming services has already shown potential.
Documentaries such as "Making a Murderer" and "Tiger King" have captivated audiences, and their success suggests that companion podcasts could further extend engagement.
Platforms like Netflix and Peacock could develop true crime podcasts that provide additional case details, interviews, and expert analysis, enhancing the viewing experience for dedicated fans.
Rewatch podcasts have also emerged as a powerful tool for reinvigorating interest in older TV series.
Shows like "The Office Ladies," hosted by Jenna Fischer and Angela Kinsey from "The Office," have proven that fans are eager for behind-the-scenes content. Streaming services can capitalize on this trend by creating official rewatch podcasts featuring actors and showrunners, encouraging audiences to revisit beloved series already available on their platforms.
The Future of Podcast Integration in Streaming Services
As streaming platforms look to diversify their content libraries, the integration of podcasts—both audio and video—represents a natural progression.
Video podcasts offer an additional layer of engagement, providing audiences with a visual experience that traditional audio formats lack.
Meanwhile, rewatch and true crime podcasts present unique opportunities for leveraging existing content, keeping viewers engaged even when new seasons or episodes are not available.
By embracing podcasting, streaming services can enhance audience retention, attract new users, and create cost-effective content that extends the lifecycle of their intellectual properties. Whether through in-depth interviews, investigative storytelling, or nostalgia-driven rewatch discussions, podcasts are poised to become a staple of the streaming industry’s content strategy.
