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It’s a deal that would have been unimaginable a decade ago — maybe even two years ago. But last month, motivational speaker and On Purpose host Jay Shetty signed a reported $100 million agreement to move his video podcast exclusively to Netflix and Spotify. In the era of Alex Cooper, Joe Rogan and the Kelce brothers, streamers are battling for podcast talent as the once audio-only medium morphs into the next Hollywood battleground — with Netflix, naturally, upping the ante. Elaine Low, Natalie Jarvey and Sean McNulty dive into the rise of podcasting post-Covid and post-strikes, Netflix and Spotify’s pod strategy as a bulwark against YouTube and why streamers are betting that video podcasts are really just the next generation of low-cost talk shows.

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