Netflix co-CEO Ted Sarandos says the streamer’s push into podcasting and YouTube-born content is bearing fruit.
Sarandos specifically called out science educator Mark Rober’s show as an early success. He stressed that Netflix was both allowing the YouTube star to reach a larger audience and also sell more of his science kits.
“What he saw was a big increase in his consumer product sales after this first week on Netflix, even though he reaches an enormous audience around the world,” Sarandos said in a new interview with POLITICO, which, like Business Insider, is part of the Axel Springer Global Reporters Network.
On “Mark Rober’s CrunchLabs,” which launched in November, the former NASA engineer stages science experiments and competitions in his backyard.
Sarandos said he was also bullish on Netflix’s Pete Davidson interview show, as well as its official behind-the-scenes podcasts about popular shows like “Bridgerton.”
“I think a video podcast is just the evolution of talk shows,” Sarandos said.
YouTube, already the top US streaming TV service, has solidified its position as the No. 1 destination for podcasts. Netflix has been looking to challenge YouTube by luring some of its star creators like Rober and preschool educator Ms. Rachel. Netflix also rolled out a slate of video podcasts early this year, including Bill Simmons’ show, Charlamagne Tha God’s “The Breakfast Club,” and Barstool Sports fare.
Some creator reps have wondered whether Netflix can turn its viewers into habitual consumers of video podcasts, and whether leaving YouTube will cost creators in audience and revenue. Netflix has sought video exclusivity with many of its podcast deals, while some YouTube creators’ deals, like Rober’s and Ms. Rachel’s, have been nonexclusive.
Sarandos said Netflix was seeing “promising numbers” from its podcasts, which focus on subjects like comedy, sports, and true crime, areas that already do well on the platform. He didn’t share specific figures.
As broadcast TV audiences have shrunk, viewership for traditional talk shows has declined, and Sarandos acknowledged the difficulty of porting the format to streaming services. Netflix has had some growing pains with talk shows, which often haven’t drawn huge audiences.
“We have tried to and failed at many talk shows over the years,” Sarandos said. “Much smaller audiences tune into multiple shows in the form of a podcast every day. It’s a deeper relationship than it is a broad one. So, instead of trying to make one show for the world, you might have to make hundreds or thousands of shows for the whole world.”
