Netflix and Spotify have just announced a massive, joint $100 million deal to bring the video version of Jay Shetty’s On Purpose podcast to both streaming platforms.
First launching back in 2019, On Purpose with Jay Shetty is considered one of the heavyweights in the digital media space, consistently winning big awards, from iHeartPodcast Awards, to Webby Awards, to Shorty Awards. The podcast angles itself on discussions about culture, wellness, and personal growth, featuring some of the biggest voices from each space. Some of the most significant guests include political figures, such as former US President Joe Biden, tech titan Bill Gates, and Hollywood superstars Tom Hanks and Tom Holland.
To date, Shetty’s YouTube channel boasts 5.6 million subscribers. In terms of critical acclaim and sheer accolades, not many podcasts come with as much esteem.
A deal has officially been struck between both streaming giants Spotify and Netflix to exclusively bring On Purpose to their services in video form. This makes On Purpose the only independently-owned show to score a multi-million dollar contract between both Spotify and Netflix. We’ve previously seen similar deals with full-length video versions of The Ringer and Spotify Studio podcasts, which have video exclusivity on the two streamers. According to Bloomberg, the agreement settled for On Purpose is reportedly worth as much as $100 million over multiple years, which places his deal in the same realm of fellow podcasting heavyweights Joe Rogan and Alex Cooper.
The deal marks another major movement in the video podcast market, which continues to be dominated by YouTube.
“This is a historic moment, not just for On Purpose but for podcasting itself,” Jay Shetty said in a statement. “We’re entering a new era where interviews can impact culture as powerfully as movies, music, and television on the global stage. It is truly a dream come true to be partnering with Netflix & Spotify at the same time. I would never have believed when I started the podcast just 7 years ago this would happen. To be in business with two of the most influential forces in global entertainment is unprecedented and I couldn’t be more energized for what’s ahead.”
“Jay Shetty has an extraordinary ability to spark deep, meaningful connections that resonate with millions around the world,”Lauren Smith, Netflix VP of Content Licensing and Programming Strategy, added: “By joining forces with Spotify, we’re giving On Purpose an expansive new canvas, bringing these visually captivating interviews to our members’ screens with unmissable episodes to look forward to every single week.”
“On Purpose has built one of the most engaged podcast audiences in the world, and we’re excited to expand our partnership with Netflix and Jay by bringing video episodes to Spotify,” said Spotify’s head of podcasts, Roman Wasenmüller. “This partnership also reflects our continued investment in video and our commitment to helping creators grow global franchises on Spotify.”
Archived episodes and promotional clips will still be shown on YouTube.
The addition of On Purpose reaffirms Netflix’s big approach to podcasts. The platform now boasts 54 podcasts. The streamer’s involvement in the podcast medium began around 2020 with official companion shows, such as The Crown: The Official Podcast. However, 2026 has marked the big evolution in Netflix’s approach, notably with the addition of 16 Spotify Studio and The Ringer shows. At the turn of the year, Netflix added over 30 video podcasts to its library — a major display of intent to disrupt the podcast space.
Video episodes of ‘On Purpose’ begin streaming on Spotify and Netflix beginning July 13.
