Netflix Expands Its iHeart Podcast Bet

This article first appeared on GuruFocus.

Netflix (NASDAQ:NFLX) is pushing deeper into video podcasts, expanding its iHeartMedia (NASDAQ:IHRT) partnership with a new slate of celebrity-led shows.

The latest additions include Suite 305 with Lele Pons, The Martha Stewart Podcast and Sibling Revelry with Kate Hudson and Oliver Hudson. The shows will appear on Netflix as video podcasts, with new episodes and selected library content rolling out in the coming months.

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The deal builds on a broader iHeart lineup already on Netflix, including The Breakfast Club, My Favorite Murder, Dear Chelsea, This Is Important and Behind the Bastards. The partnership also includes a live video version of The Breakfast Club, with weekday morning episodes, behind-the-scenes segments and extra content for Netflix viewers.

this is not a blockbuster shift like live sports or gaming, but it does show Netflix trying to stretch engagement without relying only on scripted hits. For iHeartMedia, the deal gives its podcast library another video distribution lane while keeping audio-only rights on iHeartRadio and other podcast platforms. The next thing to watch is whether celebrity podcasts can become a meaningful low-cost engagement tool for Netflix.