Jay Shetty takes On Purpose to Netflix in new Spotify deal

Jay Shetty is bringing his podcast On Purpose to Netflix under a new partnership with Spotify, in a deal reported to be worth up to $100 million, as streaming platforms continue moving deeper into creator-led programming.

From July 13, video episodes of the podcast will be available on both platforms, with full-length video episodes no longer available on YouTube, according to Variety.

It is the latest sign of how podcasting, streaming and creator content are increasingly overlapping, with platforms racing to secure creator-led IP and loyal audiences that were once largely tied to YouTube and audio apps.

Shetty, whose podcast has generated more than one billion listens since launching seven years ago, described the partnership as “a historic moment” for podcasting.

“We’re entering a new era where interviews can impact culture as powerfully as movies, music, and television on the global stage,” he said in a statement.

Spotify said the partnership reflects growing demand for video podcasts and more flexible viewing experiences for audiences. The company will also become the global sales representative for On Purpose, continuing Spotify’s wider push to build out its video podcast business.

The agreement adds to Netflix’s growing slate of creator-led programming. Over the past year, the streamer has commissioned projects with creators including Alix Earle, Alan Chikin Chow, Mark Rober and Jordan Matter.