Spotify, Netflix to Stream Jay Shetty’s ‘On Purpose’ in Video, Starting July 13

Spotify is teaming with Netflix and podcast host Jay Shetty to bring “On Purpose” to video on both platforms, beginning July 13. Spotify said the new video episodes will give fans a more “immersive” way to experience the show, while also extending Spotify’s ongoing push beyond audio into video podcasting. (May 27, 2026 release)

“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 Roman Wasenmüller, Spotify’s VP of Global Head of Podcasts. He described Spotify as already the place where “millions of fans” listen to the show and said the video format is intended to add a more involving experience. Spotify also linked the partnership to its “continued investment in video” and an effort to help creators build global franchises on its platform.

Netflix, for its part, framed the arrangement as a broader content and distribution play. Lauren Smith, Netflix’s VP of Content Licensing and Programming Strategy, said Shetty’s interviewing style connects with millions and that teaming up with Spotify gives “On Purpose an expansive new canvas,” bringing the visually driven interviews to Netflix members’ screens.

Spotify also said it will serve as the show’s global sales representative, a role that typically involves commercializing content, including negotiating licensing and sponsorship opportunities and coordinating distribution responsibilities. The company added that fans will be able to “seamlessly watch or listen within a single app,” positioning Spotify as the center of the listening-and-viewing experience rather than a separate destination for each format.

In comments included with the announcement, Shetty described the shift from audio to video as an attempt to bring audiences closer to the conversations. He said “so much of human connection happens through expression, energy, and emotion,” and that video can translate those elements in a way audio cannot. He also said he has “always wanted On Purpose to feel like you’re sitting in the room with us,” and that the video release is another step toward that goal.

Shetty also indicated that the show’s guest and audience dynamic is the core draw, regardless of format. In the interview, he emphasized conversations with people shaping culture across entertainment, science, sports, wellness, and business, and he described the appeal as creating a space where guests can share stories in an authentic way. He added that through those conversations, both guests and audiences can feel “seen, heard, and understood.”

The announcement further reflects a broader industry move as podcasts increasingly compete for attention in video-first media habits. Spotify said the deal is driven by “growing demand for video podcast experiences,” and it framed the partnership as part of its strategy to deepen fan connections and offer creators a pathway to grow larger franchises across markets.

From a business standpoint, the combination of Netflix distribution plus Spotify’s role in sales and unified playback could matter for both platforms’ content economics. Netflix benefits by expanding the kinds of licensed and original talk programming available to subscribers, while Spotify strengthens a category in which it can bundle discovery, playback, and creator monetization around a recognizable IP property.

What remains unclear from Spotify’s release is the commercial structure behind the partnership. The company did not disclose financial terms, how revenue will be split between the parties, whether the video episodes are exclusive to the two platforms, or details such as the number of video episodes included at launch and the cadence after July 13.

For fans, the immediate watch is how quickly the video episodes roll out and how “watch or listen” functionality changes usage patterns in Spotify’s podcast experience. For the market, the next announcement to monitor is whether this cross-platform approach becomes a template for other high-profile podcasts, especially as Spotify continues to treat video as a strategic extension of its audio library.