Netflix and Spotify sign Jay Shetty's On Purpose to joint video deal

What was announced

Netflix, Spotify and Shetty announced Wednesday that video episodes of On Purpose will be available on both services from 13 July 2026. At that point, full-length video episodes will no longer appear on YouTube. Spotify will serve as global ad-sales representative for the show. Older episodes and promotional clips remain on YouTube, but new full-length video episodes will be exclusive to Netflix and Spotify.

Terms were not disclosed. A source with knowledge of the agreement told Variety the multiyear deal is worth about $100 million, and that three other companies had been bidding in the nine-figure range for the rights. People familiar with the deal, cited by Bloomberg, put the figure at as much as $100 million over multiple years, The Next Web reported. Netflix and Spotify confirmed the agreement but declined to comment on the financial terms. The term is multiyear, but neither company has said how many years that means.

It is the first time the two companies have jointly signed a single creator, according to The Next Web. Variety described the arrangement as an unusual joint-exclusive partnership between two streamers.

Why Netflix and Spotify want it

On Purpose has more than 1 billion listens since Shetty launched it in 2019, and he has released more than 800 episodes. The show features long-form conversations with figures from entertainment, wellness and personal growth. In 2025, it was No. 24 on Spotify's ranking of most listened-to podcasts in the United States, Variety reported.

The Next Web reported that video now drives 41% of net podcast advertising revenue in the United States, up from 28% in 2024, and that Netflix launched podcasts in January 2026 through arrangements with iHeartMedia and Spotify, debuting 34 licensed and original shows in its first month. Research firm Owl & Co estimates the global podcast market at $9.2 billion in sales in 2025, a 23% increase year on year, with direct advertising at $5.3 billion and consumer subscriptions at $2.2 billion. According to The Next Web, Spotify gets an exclusive ad-sales relationship with a top-tier podcast, feeding its advertising business with premium inventory, while Netflix gets video content that fills daytime viewing hours, a gap in its programming schedule that scripted and unscripted originals do not efficiently address, and YouTube has become the default platform for audiences who want to watch interviews after Spotify's earlier exclusive audio deals failed to capture listeners who had moved there.

The two companies already work together. Netflix co-CEO Ted Sarandos sits on Spotify's board, and Spotify has placed several podcast properties on Netflix, including Bill Simmons' show, The Next Web reported.

Price and context

The reported $100 million would put Shetty alongside Joe Rogan and Alex Cooper, according to The Next Web. Rogan's Spotify deal was worth $250 million, and Cooper signed a $125 million agreement with SiriusXM.

Variety reported that Shetty and iHeartMedia parted ways after a three-year run on the iHeartPodcast Network. iHeartMedia had sought a four-year renewal, but the two sides could not agree on terms.

Shetty's Perfect Strangers Media has two projects at Netflix, one scripted and one unscripted. The production company will make film, TV and podcasts centered on themes of connectedness, Variety reported.

Shetty called the deal "a historic moment, not just for On Purpose but for podcasting itself." Roman Wasenmüller, Spotify's VP and global head of podcasts, said the show had "built one of the most engaged podcast audiences in the world." Lauren Smith, Netflix's VP of content licensing and programming strategy, said the companies were giving On Purpose "an expansive new canvas."

What changes for listeners

Time Out reported that upcoming interviews will include Millie Bobby Brown, Keke Palmer, Jake Shane, Karl-Anthony Towns, Dr. Joe Dispenza, Dr. Amen, Camila Mendes and Lucy Hale. Earlier guests include Michelle Obama, Oprah Winfrey and Tom Hanks, Variety reported.

For listeners, audio-only episodes will continue on Apple Podcasts and other platforms, and Spotify users can listen audio-only. Viewers who watch full episodes on YouTube will need Netflix or Spotify for video after 13 July 2026.