AceShowbiz - When Netflix launched its initial slate of video podcasts, the lineup showcased a diverse range of creators—from sports analysts and true-crime enthusiasts to radio hosts and cultural commentators.

However, a notable absence was comedians. While there are exceptions like Chelsea Handler with Dear Chelsea and the Workaholics trio—Adam Devine, Anders Holm, and Blake Anderson—with This Is Important, both part of deals with iHeartMedia, and Netflix’s first commissioned original podcast, The Pete Davidson Show, the number of comedy podcasts on the platform remains surprisingly limited.

Considering Netflix’s major influence in the comedy world—highlighted by its upcoming third edition of the massive comedy festival, Netflix Is a Joke, scheduled for May—many expected more comedian-driven podcasts to be part of its roster by now. Industry insiders attribute this scarcity to the way Netflix structures its licensing agreements.

Instead of relying solely on original productions, Netflix is opting for licensing existing podcasts to quickly grow its presence in the audio space. Unlike traditional podcast companies, Netflix has no dedicated podcast executive; licensing deals are managed by Lauren Smith, VP of Content Licensing and Programming Strategy, and Brandon Riegg, VP of Nonfiction Series & Sports.

Several podcasts Netflix licenses remain accessible as video on platforms like Spotify, but the new licensing contracts require these shows to halt releasing video episodes on YouTube, a platform that has been central to many comedians’ podcast growth.

This approach contrasts with Hulu’s strategy. Hulu’s first licensed podcast, We’re Here to Help—a comedy advice show hosted by Jake Johnson and Gareth Reynolds—premieres episodes exclusively on Hulu before releasing them on YouTube the following day, maintaining a video presence on the open platform.

Netflix insiders emphasize that audio versions of all licensed podcasts remain broadly available across platforms, but the insistence on exclusive video rights raises concerns for creators. For many podcasters—especially in comedy—the video component is integral, not supplementary.

Popular shows like Stavvy’s World by Stavros Halkias, Bad Friends by Andrew Santino and Bobby Lee, and Take Your Shoes Off from Rick Glassman illustrate how video formats with standing sets, reaction shots, and viral clips have transformed podcasts into low-cost talk shows with strong visual appeal.

Apple’s recent introduction of video to its podcast app highlights the growing popularity of video podcasts and the importance of visual content in this medium.

A Steep Learning Curve

Multiple sources reveal that Netflix has faced challenges scaling its podcast library as quickly as some in the industry expected. One insider described it as a “very quick education” in the complexities of podcast licensing and distribution.

“We’re used to licensing teams that negotiate with studios like Sony or Warner Bros. who own large content catalogs,” said one agent. “Netflix initially expected to approach podcast groups like The Ringer, iHeartMedia, and SiriusXM the same way—secure a slate of content easily.”

Netflix did pursue that strategy, partnering first with The Ringer/Spotify, then iHeartMedia, and Barstool Sports. However, the agent noted that experienced talent or those with strong representation usually exert significant control over their content distribution.

The agent also pointed out that the "price to engage" top comedic podcast talent has been substantially higher than Netflix anticipated. Many creators, who participate in ad-supported revenue, are earning considerable income, making exclusive deals more expensive.

Representatives close to Netflix dispute claims the company is behind schedule with podcasts, stating the rollout is proceeding as planned. By licensing content across sports, true crime, general entertainment, and comedy, Netflix is carefully evaluating what resonates with subscribers. This phase, they stress, is focused on learning and fine-tuning rather than rapid expansion.

Sources note that assessing podcast value is an evolving process. Netflix is determining how individual shows contribute within a subscription model. Since podcasting is a long-tail business where a small percentage of shows drive most engagement, comedy is just one component of Netflix’s broader podcast strategy.

Given these dynamics, it’s unsurprising that comedians are protective of their podcast platforms. Over time, stand-up comedians have become dominant figures in podcasting, with names like Joe Rogan, Marc Maron, and Theo Von exemplifying this trend.

Podcasts have become vital tools for stand-ups, offering continuous engagement with fans beyond the sporadic release of comedy specials. Podcasts enable comedians to cultivate audiences year-round and boost their touring businesses. As podcasts evolved from audio-only formats to video-native productions, YouTube emerged as the key growth channel, allowing comedians to connect directly with fans and retain full control over their content and audience relationships.

With services like Netflix now seeking to harness this growth engine, the question arises whether podcasts will remain as profitable and creatively beneficial for comedians behind paywalls, or whether migrating exclusive video rights to streamers risks diminishing creator control.