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

THE APEX TIMES

Business/The Apex Times/Jun 7, 4:37 AM EDT

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

The audio megahit expands into a video format in a cross-platform deal that positions Spotify as both a viewing destination and a sales representative for the show.

By The Apex Times Newsroom3 min readAI-assisted Apex article

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.

Why It Matters

  • This deal underscores how major streaming platforms are using video podcast formats to capture audience attention and keep creators within their ecosystems.
  • Spotify’s added sales-representative role suggests it is positioning itself not only as a distributor but also as a commercialization partner for podcast IP.
  • Netflix expanding distribution for a widely recognized podcast brand reflects continued efforts to broaden beyond traditional scripted and stand-alone documentary programming.
  • If consumers engage with video-first versions of major podcasts, it could shift how podcast catalogs are valued and packaged for licensing and monetization.

Sources

Key Facts

  • Spotify, Netflix, and Jay Shetty are partnering to bring “On Purpose” to video across both platforms.
  • Video episodes of “On Purpose” begin on July 13.
  • Spotify said it will act as the show’s global sales representative.
  • Spotify said fans will be able to watch or listen within a single app.
  • Spotify said the partnership reflects continued investment in video and the growing demand for video podcast experiences.

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