Jay Shetty Lands Up to $100M Podcast Deal With Netflix and Spotify

Netflix and Spotify jointly acquired video rights to Jay Shetty's "On Purpose" podcast in a deal worth up to $100 million, according to Variety. The agreement is one of the largest podcast-to-video licensing deals to date, and it signals a structural shift in how platforms value IP that already has a visual component. Shetty built his audience through short-form wellness content on Facebook and Instagram before expanding into long-form interviews. His guests have included Kobe Bryant, Tom Brady, and Oprah Winfrey. The dual-platform structure gives Netflix exclusive video rights while Spotify retains audio distribution, meaning Shetty's content will live in two walled gardens simultaneously, each with different monetization mechanics. For talent agents, the deal matters because it creates a new pricing tier. Podcast IP was historically valued on download numbers and CPM rates. Shetty's deal values it on video potential, platform exclusivity, and cross-format reach. If your client has a YouTube-native podcast, this is your new comparable. The timing also matters. Spotify has spent years acquiring podcast studios and exclusive shows. Netflix has experimented with podcast-adjacent content but has never made a nine-figure commitment to a single podcast property. Both platforms are signaling that podcast talent with existing video audiences is now a separate asset class from audio-only podcasters.