Netflix’s Big Podcast Bet: A Game-Changer for Social Commerce
If you think Netflix’s next big move is just about binge-worthy series, think again. The streaming giant is eyeing podcasts — specifically, video podcasts — and this shift could redefine not just how we consume content but how we shop, engage, and monetize online.
The Video Podcast Explosion is Just Beginning
Podcasts have been surging for years, but the real boom? Video podcasting. Over 90 million U.S. viewers will watch video podcasts monthly. Platforms like YouTube and Spotify are already leading the charge. But Netflix? With 302 million-plus paid subscribers, it has a history of setting new media trends.
Netflix doesn’t just introduce content, it mainstreams it. From streaming to subtitles, Netflix has repeatedly changed how audiences engage with media. If it dives into video podcasting, expect it to go big, global, and highly interactive. The potential for Netflix to integrate video podcasts into its existing platform opens up a new dimension for social commerce, leveraging its vast user base and immersive viewing experiences.
Why Netflix’s Podcast Move Could Be a Social Commerce Goldmine
Netflix isn’t just about entertainment; it’s about engagement. And in today’s digital landscape, engagement is the currency of social commerce. Social commerce is projected to hit $1.2 trillion globally by 2025, driven by platforms like TikTok and Instagram that offer real-time, influencer-led shopping experiences. Netflix, however, holds a unique advantage — unmatched lean-back, immersive viewing time.
Here’s what that means in practice:
- Shoppable Content in Podcasts: Imagine watching a Netflix video podcast featuring a fitness influencer, and a seamless “Buy Now” button appears for the exact running shoes they’re wearing. No awkward redirects, no hunting for affiliate links, just a seamless, integrated shopping experience.
- Deep Audience Data for Personalized Shopping: Netflix’s extensive user insights could power ultra-targeted product recommendations, enhancing influencer-driven sales.
- Interactive Commerce Features: Picture embedded QR codes, interactive pop-ups, and one-click shopping embedded directly into the Netflix viewing experience, merging entertainment and e-commerce like never before.
Creators: Get Ready for a Monetization Shake-Up
For content creators, Netflix’s move into podcasting represents a premium gateway to a highly engaged, global audience. But the impact goes beyond audience reach — it’s about pioneering new revenue streams.
- Beyond YouTube Ads: A New Revenue Model
Video podcasters currently rely on YouTube ad revenue, Patreon, and sponsorships. Netflix could disrupt this model by introducing direct creator monetization, including subscriptions, premium access and integrated e-commerce. - More Visibility, Less Algorithm Drama
Unlike YouTube or Instagram, where algorithms dictate visibility, Netflix could offer a curated, premium space where top-tier podcasts thrive without getting buried under random content. - First-Mover Advantage in Social Commerce 2.0
Creators who adapt early by integrating shoppable moments and interactive storytelling will be best positioned to capitalize as Netflix rolls out new commerce features.
Why This Matters for Brands and Marketers
Netflix’s potential in video podcasting isn’t just about capturing attention; it’s about converting engagement into commerce. Brands have already seen up to 50 percent higher conversion rates from social commerce compared to traditional e-commerce. Now, imagine those conversions happening within premium, distraction-free content.
Whether it’s influencers showcasing products, interactive live shopping, or direct brand partnerships, Netflix’s podcasting move could turn video content into a full-funnel commerce experience.
The Future: A Seamless Blend of Entertainment and Shopping
Netflix isn’t just jumping into podcasts — it’s setting the stage for an entertainment-commerce ecosystem. By 2026, video-based commerce is expected to drive $500 billion globally, and Netflix is well-positioned to lead this charge.
With its unmatched storytelling power and a massive, dedicated audience, Netflix has the potential to make video podcasts the next big frontier of social shopping. For content creators, brands and marketers, the message is clear: get ready now. Netflix has changed how we watch. Next, it’s going to change how we shop.
Brian Klais is CEO and founder of URLgenius, a mobile deep linking platform designed for marketers.
Brian Klais, Founder and CEO, URLgenius
Brian Klais is a distinguished entrepreneur, creator economy evangelist, and award-winning mobile strategist renowned for founding URLgenius, the premier, patent-protected global app-linking platform that empowers marketers and creators of all sizes to create fluid app-to-app linking experiences to enhance engagement, conversions, and affiliate commissions. Favored by leading content creators, agencies, and brands worldwide, URLgenius reduces friction for the end user when linking to apps and websites from social media and digital and traditional advertising.
Prior to URLgenius, Klais helped pioneer SaaS SEO technology for retail and media brands, making it easier for millions of consumers to find relevant products via search engines. He launched the first retail platform for mobile SEO as the GM at Covario (now iProspect and RioSEO). Before, Brian Klais was a Senior Partner at SEO agency Netconcepts, where he led the firm's award-winning SaaS SEO platform to acquisition by Covario.
Brian Klais’ visionary leadership and innovation across the mobile marketing space have cemented his reputation as an award-winning strategist. Follow all of his insightful thought leadership across the digital marketing landscape on LinkedIn for a glimpse into the future of mobile marketing and beyond.
