Bye, YouTube: Why Spotify’s Moving Hit Shows to Netflix

Did you have Netflix becoming a major audio platform on your 2026 bingo card? Don’t worry if you’re surprised, we’re here to help you make sense of the big moves by the industry’s (new) big players.

This week on The Media Roundtable: Industry Edition, Dan Granger (CEO & Founder, Oxford Road) hosts audio experts:

• James Ingrassia (EVP, Strategy & Insights, Oxford Road)
• Shannon Quintana (VP, Account Management, Oxford Road)
• Stew Redwine (Executive Creative Director, Oxford Road)

The team is talking: Netflix x Spotify, Thinking Locally, Podcast’s Growth, and more. Let’s dig in.

“We’re in the right space. I think we all just wish there were fewer leashes to hold as you’re trying to make sense of all of it.” – Dan Granger (CEO & Founder, Oxford Road)

Netflix and Spotify Press Play – Spotify inked a deal with Netflix to move some podcasts (mostly from The Ringer network) off YouTube and onto Netflix starting in 2026.

• Pros: Netflix would love to steal some of YouTube’s share of couch (July 2025 Nielsen TV viewing had YouTube: 13.4%, Netflix: 8.8%), and Spotify gets its content recommended to a new audience.
• Cons: Gated content shrinks the audience, big questions remain on how live reads will be executed, and more measurement complications.

For performance CAOs, wait-and-see. For those in the winner-take-all categories, Netflix Podcast ads might be worth exploring?

Local’s Moment is Coming – Audio is the fastest-growing tool in local content marketing. 15% of local businesses use audio for marketing, up from 6% in 2022 (per a Borrell study). If small businesses and retailers are seeing success in local audio, there could be a revenue uptick for local journalism and local content creation. Soon consumption numbers and distribution ease could make local audio a key part of any CAO’s playbook.

Podcasts: Still Growing Strong – Podcasting remains one of the fastest-growing digital channels per a new IAB report. Fresh off the double-digit gains of last year, the IAB forecasts podcast ad revenue will climb 7.4% in 2025. (4.8% increase projected for digital audio not including podcasts). It’s a good sign for the strength of the industry. Even in an ROI-centric environment, marketers increase their bets on audio. And if we want to grow ad investment further, we have some thoughts from our CAOs (*cough* better measurement *cough*).

Want more insights from the industry’s movers and shakers without getting shook? Tune in to the full episode by clicking the link below.