Spotify, Netflix Expand Jay Shetty’s ‘On Purpose’ Into a Cross-Platform Video Franchise
Partnership reflects growing demand for video podcast experiences
Spotify and Netflix are deepening their push into video podcasts through a new partnership with Jay Shetty, bringing his hit show On Purpose to both platforms in video form starting July 13.
Already one of the world’s most widely followed podcasts, On Purpose has built a global audience around conversations spanning culture, wellness, and personal growth. The move into video marks a significant evolution for the franchise, positioning it for broader reach and deeper engagement.
“On Purpose has one of the most engaged audiences in podcasting,” said Roman Wasenmüller, Spotify’s VP and Global Head of Podcasts. “Expanding into video allows us to build on that momentum while offering a more immersive experience. It also reflects our broader investment in helping creators scale global franchises on Spotify.”
The collaboration underscores a wider industry shift toward video-first podcasting, as platforms compete to capture both listening and viewing time. For Netflix, the partnership adds a high-performing, personality-driven format to its content mix.
“Jay Shetty has a rare ability to create meaningful connections at scale,” said Lauren Smith, Netflix’s VP of Content Licensing and Programming Strategy. “Working with Spotify allows us to bring those conversations to life visually for a global audience.”
In addition to hosting video episodes, Spotify will act as the show’s global sales partner, while continuing to offer users the flexibility to either watch or listen within a single app.
The expansion signals a new phase for On Purpose, as it transitions from a top-tier podcast into a fully developed, cross-platform media property.
Jay talks to For the Record about the evolution of On Purpose and what audiences can expect from this next chapter.
You called this a “historic moment” for podcasting. How do you think Spotify has helped push the medium forward and open up new possibilities for creators?
Spotify has played a pivotal role in transforming podcasting from an audio format into a global medium for storytelling and conversation. They’ve invested in creators, discovery, video, and global reach in a way that’s expanded what’s possible for podcasts. It’s created more opportunities for creators to build meaningful communities and connect with audiences in deeper, more personal ways.
What excites you most about bringing On Purpose video episodes to Spotify fans around the world?
What excites me most is creating a more immersive experience for our audience on the platform. So much of human connection happens through expression, energy, and emotion, and video allows us to bring people even closer into those conversations. We’ve always wanted On Purpose to feel like you’re sitting in the room with us, and this is another step toward that.
You’ve interviewed so many incredible people over the years—anyone you’re hoping to speak to next?
I’m always interested in speaking to people who are shaping culture in meaningful ways, whether through entertainment, science, sports, wellness, or business. I’d say Taylor Swift, Beyoncé, and Rihanna are at the top of my list. What draws me most to conversations is creating a space where people feel comfortable sharing stories they have never opened up about before, in a way that feels authentic to who they are. Through those conversations, both the guests and the audience can feel seen, heard, and understood.
What podcasts are you listening to right now?
I’m listening to The Rest Is History hosted by Tom Holland and Dominic Sandbrook. I’ve always been fascinated by historical figures and the moments that shape how we think and live. Recently, I really enjoyed their episode on the mystery of the Mona Lisa and the unexpected story behind how it became the most famous painting in the world.
If you had to predict your Spotify Wrapped for 2026, who would be your top artist, top podcast, and top audiobook?
My top artist would be Justin Bieber—I am such a Belieber. My top podcast would be The Rest Is History. And my top audiobook would be The Wisdom of Insecurity: A Message for an Age of Anxiety by Alan Watts, or really anything by him.