Netflix Turns to Podcasts to Solve Content Gap Problem
Netflix launches daily podcasts with Michael Irvin and Pete Davidson to fill gaps between tentpole series. Analysis of the streaming giant's celebrity-first approach.
Netflix debuted its first original podcast on January 19, 2026, with former NFL star Michael Irvin hosting The White House with Michael Irvin. Comedian Pete Davidson's The Pete Davidson Show follows on January 30, marking the streaming giant's push into daily content that keeps subscribers engaged between major series releases.
Both hosts have existing Netflix connections. Davidson previously released two comedy specials on the platform, while Irvin appeared in the docuseries America's Team: The Gambler and His Cowboys. Together, these shows will deliver three new episodes weekly, creating consistent touchpoints with subscribers.
The celebrity-first approach represents a calculated risk reduction strategy. Rather than building a creator ecosystem from scratch, Netflix is using relationships with talent already familiar to its audience.
Addressing the Blockbuster Content Problem
Expensive prestige series like Stranger Things generate hundreds of millions of viewing hours but require lengthy production cycles. Production delays for Stranger Things' fifth season left fans waiting, highlighting the limitations of relying solely on high-budget television.
Mission Media
Podcasts offer a faster, more cost-effective alternative. They maintain subscriber engagement without the development timelines of premium series, filling the gaps between tentpole releases.
Netflix is also partnering with iHeartMedia to launch 15 video podcasts in early 2026, featuring established hosts like Chelsea Handler and Bobby Bones. This partnership uses Netflix's $45 billion revenue scale to secure premium content from media companies rather than individual creators.
A separate deal with Spotify gives Netflix access to over 500,000 video podcasts and 390 million users, bypassing the need to build creator infrastructure independently.
Implications for Asian Streaming Platforms
The celebrity-hosted model presents opportunities for regional platforms like iQIYI, Viu, and WeTV. Netflix's Asia-Pacific subscriber growth reached 23%, outpacing the 15% growth in the US and Canada. In India specifically, subscription growth hit 26.9% as of June 2025.
"This partnership reinforces our value as the most important service for your entertainment needs," said Greg Peters, Netflix Co-CEO, discussing the company's content expansion strategy.
Netflix's advertising credibility in Asia-Pacific provides additional monetization potential. Thirty-seven percent of APAC consumers rate Netflix ads as the most trustworthy among streaming platforms, creating opportunities for podcast sponsorships and integrations.
Localization Lessons from Squid Game
Netflix's content localization strategy offers a blueprint for regional podcast expansion. Minyoung Kim, Netflix VP of APAC Content, explained the company's approach: "We focus first on making stories work for the Korean audience, then the world discovers them."
This strategy drove the 23% APAC growth, suggesting regional platforms could apply similar principles to podcast hosts. Rather than pursuing global appeal immediately, platforms could develop shows with local celebrities that resonate with specific markets first.
However, no Asian streaming platforms currently appear to be adopting celebrity-hosted podcast strategies, leaving Netflix with first-mover advantage in the region. While YouTube dominates APAC podcast listening with 31% to 33% preference, Netflix's premium positioning and existing celebrity partnerships provide infrastructure for rapid regional scaling.
The original podcast launch signals Netflix's evolution beyond traditional streaming toward more immediate, volume-driven content that complements its film and television offerings.
Want to stay up-to-date on the stories shaping Asia's media, marketing, and comms industry? Subscribe to Mission Media for exclusive insights, campaign deep-dives, and actionable intel.
