AceShowbiz - When streaming giant Netflix launched its initial lineup of video podcasts, the collection spanned diverse sectors of the creator economy, including sports analysts, true-crime enthusiasts, radio personalities, and cultural commentators.

However, the presence of comedians was notably limited.

Although some exceptions exist—such as Chelsea Handler with Dear Chelsea and the trio of Adam Devine, Anders Holm, and Blake Anderson from Workaholics with This Is Important, both under deals with iHeartMedia—and Netflix's first original podcast, The Pete Davidson Show, the overall comedic representation remains sparse.

Given Netflix’s significant influence in today’s comedy scene—highlighted by its massive comedy festival Netflix Is a Joke returning for its third edition in May—many anticipated a stronger comic presence on its podcast platform by now. Industry insiders suggest this scarcity stems from how Netflix structures its licensing agreements.

Unlike relying solely on original productions, Netflix is pursuing licensing to accelerate growth in its podcast offerings. The company lacks a dedicated podcast executive, with licensing overseen by Lauren Smith, VP of Content Licensing and Programming Strategy, and Brandon Riegg, VP of Nonfiction Series & Sports.

While some licensed podcasts remain available as videos on Spotify, all have been required to remove new video episodes from YouTube feeds.

This approach contrasts with Disney-owned Hulu’s strategy. Hulu’s first licensed podcast, We’re Here to Help by Jake Johnson and Gareth Reynolds, premieres episodes on Hulu before releasing them on YouTube the following day, maintaining video accessibility.

Netflix insiders emphasize that audio versions of all licensed podcasts remain widely accessible across platforms. So why does exclusive video licensing matter so much?

The key issue appears to be a lack of recognition at Netflix that, especially in comedy, the video element is essential rather than supplementary. Podcasts like Stavvy’s World by Stavros Halkias, Bad Friends from Andrew Santino and Bobby Lee, and Take Your Shoes Off with Rick Glassman showcase how video transforms podcasts into dynamic, low-budget talk shows with standing sets, reaction shots, and viral clips.

Apple’s recent addition of video to its podcast app further underscores the growing popularity of video podcasts.

A Learning Curve for Netflix

Multiple industry sources reveal that Netflix has not scaled its podcast library as quickly as some expected, having received “a very quick education” on licensing complexities.

One agent explained, “We’re used to licensing teams dealing with entities like Sony or Warner Bros. that own content catalogs. Netflix probably expected to approach companies like The Ringer, iHeart, or SiriusXM and acquire large slates of content easily.”

Netflix indeed secured deals with The Ringer/Spotify, iHeartMedia, and Barstool Sports, but the agent noted that experienced talent or well-represented creators exercise more control over distribution than traditional networks.

He added, “The cost to engage comedic podcast talent has been much higher than Netflix anticipated, especially since many talents earn significant revenue from ad-supported models as majority participants.”

Netflix representatives, however, deny any delay, stating the rollout is proceeding as planned with a deliberate mix of categories including sports, true crime, general entertainment, and comedy. The current phase is focused on learning and fine-tuning rather than rapid expansion.

Evaluating podcast value remains a developing process. Netflix views podcasts as a long-tail business where a small percentage generate the majority of engagement. Comedy is just one component of its broader podcast strategy.

Comedians’ Podcasting Power

Within this environment, comedians remain protective of their podcasting influence.

Stand-up comedians such as Joe Rogan, Marc Maron, and Theo Von have become some of the most dominant figures in podcasting. Podcasts offer stand-ups a continuous connection to fans that specials cannot match, boosting audience growth and tour success.

As podcasts transitioned from audio-centric to video-native formats, YouTube emerged as the primary platform for comedians to reach fans directly and maintain ownership of those relationships.

With Netflix seeking to claim this “engine” for itself, questions arise about whether hosting podcasts behind paywalls will be as advantageous to comedians as the open YouTube ecosystem, or if it risks diminishing creators’ control.

One industry representative described this trend as “traditional companies starting to ‘rent’ viewership on their platform by licensing fanbases others have built.”