Spotify and Netflix struck a deal reportedly worth up to $100 million for exclusive rights to the video version of “On Purpose,” a self-help podcast hosted by wellness influencer Jay Shetty, what could mark a rare nine-figure podcasting contract that is one of Spotify’s biggest since it first signed with Joe Rogan in 2020.
Jay Shetty hosts "On Purpose," which has more than 5 million subscribers on YouTube. (Photo by Daniel Boczarski/Getty Images for Jay Shetty)
Getty Images for Jay Shetty
Shetty’s deal is a multiyear agreement, and unnamed sources told Bloomberg and Variety it is worth as much as $100 million, though neither Netflix nor Spotify have commented on its value.
Under the agreement, video episodes of “On Purpose” will move to Netflix and Spotify on July 13, while older episodes and clips promoting new episodes will still appear on YouTube, Bloomberg reported.
The agreement is one of the first major deals struck by Netflix and Spotify since the streaming services announced a joint video podcast venture last year, through which Netflix began airing episodes of some of Spotify’s biggest video podcasts.
Shetty’s deal with Netflix and Spotify comes as his deal with iHeartMedia, which signed Shetty in 2023 and handled ad sales for “On Purpose,” lapses.
Shetty, a 38-year-old author, wellness influencer and former monk, launched “On Purpose” in 2019 and has since hosted guests including former First Lady Michelle Obama, actress Selena Gomez and billionaire Kim Kardashian.
Shetty is one of a few podcasters to nab a potentially nine-figure exclusivity deal with a major streaming service. Rogan, the world’s most popular podcaster, first signed with Spotify in 2020 in a deal that was initially said to be worth more than $100 million, though reports later said it was actually worth more than $200 million. In 2024, Rogan renewed his deal with Spotify in a $250 million agreement. In 2024, SiriusXM struck a $125 million deal with “Call Her Daddy” host Alex Cooper and a $100 million deal with “SmartLess,” hosted by actors Jason Bateman, Will Arnett and Sean Hayes. NFL stars Jason and Travis Kelce inked a $100 million deal for their “New Heights” podcast with Amazon’s Wondery, also in 2024.
The two major streaming services announced a partnership in October to bring more than a dozen Spotify-produced podcasts to Netflix, including sports show “The Bill Simmons Podcast” and true crime podcast “Conspiracy Theories.” Under the terms of the partnership, the shows included in the deal cannot air in their entirety on YouTube, the New York Times reported. The partnership follows the proliferation of video podcasts, which have grown in popularity in recent years as video clips help shows gain traction on platforms like TikTok and YouTube. A survey published by Edison Research in 2025 found about 77% of people who started listening to podcasts within the preceding year actively watch video with their preferred podcast, compared to 75% of those who listen audio-only. Spotify and YouTube are also jockeying to dominate the podcasting space, with Edison Research reporting last year YouTube has a small edge over Spotify among Gen Z audiences.
Shetty, a London-born influencer, is best known for his podcast, on which he regularly interviews celebrities and other public figures, often about mental health and wellness. He has published multiple books, including “Think Like a Monk” in 2020. Shetty has said he lived as a monk for three years, traveling between India, the United Kingdom and elsewhere in Europe. Shetty has faced some scrutiny over the veracity of his background, including an article in The Guardian in 2024 that claimed Shetty has been inconsistent when recalling his years as a monk and suggested he exaggerated how much time he spent in India. Shetty responded to the claims in an interview with the New York Times, saying he has “always been open and honest about that time in my life,” adding, “It was three years. It was traveling. I was learning deep meditation in India and then traveling to Europe to share and teach.”
The Wellness Guru Jay Shetty Has Raised Some Doubts. Including His Own. (The New York Times)
Netflix Jumps Into Podcasts With Spotify Deal (The New York Times)
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