Streaming Platforms Offer Multimillion-Dollar Deals to Top Podcasters

Leading streaming platforms are increasingly offering multimillion-dollar licensing agreements to high-profile podcasters as competition for exclusive content intensifies, Forbes reported.

Streaming companies are investing heavily in exclusive podcast content to compete with YouTube and Spotify. [Photo: Jay Shetty Facebook]

Self-help author and podcast host Jay Shetty has reportedly secured agreements with Spotify and Netflix worth an estimated US$100 million over the next three years.

Unlike film and television producers, podcasters generally retain ownership of their intellectual property, allowing streaming services to license shows rather than acquire full ownership.

For years, platforms such as Netflix, Hulu, and Tubi largely stayed out of podcasting while YouTube emerged as the world's largest podcast platform.

Beginning in 2025, however, streaming companies accelerated their investments by offering significantly larger licensing deals to attract established podcast creators.

According to the report, Netflix initially offered between US$1 million and US$2 million for leading podcasts before increasing bids to US$10 million or more annually, persuading several prominent creators to move from platforms such as Spotify, iHeart, and Barstool Sports.