By Kate Jacobs
Netflix's deal with Spotify to stream video podcasts raises an interesting question about cross-platform competition: How do users engage with audio versus video platforms? Our cross-app data reveals distinct behavioral patterns demonstrating that these services occupy different moments in users' daily lives—patterns that could determine whether podcast content finds an audience on Netflix.
Netflix and Spotify share a substantial user base: in October, 38% of our US panel’s Netflix users also used Spotify, and 33% of Spotify users also used Netflix.
These dual users are commercially valuable. Those who use both Netflix and Spotify are more engaged on both platforms: compared to single-platform users, they log 11% more active days per month on Netflix and 38% more on Spotify.
But overlap doesn't mean these apps are used in similar ways. The question is: How do these users allocate their time between platforms, and what does this reveal about where each platform fits in their daily lives?
Spotify listening ramps up earlier in the day, beginning to peak around 1pm and tapering off in the evening. This is true for both podcast listening and music consumption. This reflects the "anytime" nature of audio—it's something people can have on while commuting, exercising, cooking, multitasking.
Netflix peaks later, in the evening. This is prime time viewing—probably unsurprising to anyone who’s fired up a streaming platform to binge a new series after dinner. Users may associate each platform with distinct contexts and mental states: Spotify with active, multitasking moments throughout the day, and Netflix with evening relaxation and focused viewing.
With over 584 million people listening to podcasts globally in 2025 and Netflix’s 300+ million subscribers, understanding these behavioral patterns becomes critical for cross-platform content strategies.
Among dual users of Spotify and Netflix, the usage frequency gap is stark. One in three open Spotify every day or nearly every day, compared to just one in 10 for Netflix.
Spotify also has 3-4x higher frequency per user compared to Netflix, meaning users open the app more often. Spotify session durations are also shorter—just 1% are over 10 minutes.
The pattern is clear: Spotify (and, we can assume, audio more generally) integrates into daily routines, with users opening the app often for shorter moments. Apps like Spotify benefit from habit loops where environmental cues trigger use (e.g. get in the car → open Spotify). As a video platform, Netflix requires more of a deliberate decision and focused attention (Do I have a free hour? What do I want to see?).
This aligns with broader podcast consumption trends—podcast listeners spend an average of 7 hours per week with their favorite shows, often while multitasking. Meanwhile, Netflix users average about 1 hour and 4 minutes daily in focused viewing sessions.
We looked at what apps people use in the half hour before they use Netflix. The 'lift' shows whether each app category is more or less likely to be used compared to typical app usage during that same time window.
Netflix is more likely to cluster with visual content:
Meanwhile, music & audio apps are actually less likely to be used before Netflix. And only 3.3% of Netflix sessions start within an hour of using Spotify specifically—these apps live in distinct categories in users’ minds.
User engagement is shaped by context, not just content. Time of day, device, location, and user mindset determine which platforms feel natural to use.
Audio fits mobile and multitasking contexts. Situations like driving, commuting, cooking, or working favor content that does not require visual attention. Audio integrates easily into these moments and supports frequent, habitual use.
Video fits stationary and focused contexts. When users are seated, relaxed, or intentionally setting aside time, they are more open to visual content that requires sustained attention. These moments support long form viewing, learning, and entertainment.
Repeated use in these contexts builds strong mental associations. Car and movement align with audio. Home and rest align with video.
Effective cross platform strategies align content with user context rather than forcing behavior change.
Audio is best for frequency and recall. Brands should use audio ads and podcasts during high repetition moments such as commutes and daily routines, with clear and simple messaging designed for partial attention.
Video is best for depth and persuasion. Product launches, explainers, and storytelling perform better in planned viewing moments, where users are willing to engage for longer periods and absorb more complex information.
The core takeaway is alignment. Brands that design content around real usage contexts will perform better across platforms than those that simply reuse the same content everywhere.
Successfully integrating podcast content into Netflix requires creating new contextual triggers—users don't currently associate Netflix with their morning commute or lunch break.
Given that 38% of podcast listeners consume content while driving and podcasts increasingly serve as "drive-time" content, Netflix faces the challenge of repositioning video podcasts away from their natural habitat in users' routines.
Netflix's podcast experiment highlights why understanding cross-platform behavior matters more than just content catalogues. Brands must also think about:
Understanding these invisible boundaries is the competitive intelligence that shapes whether cross-platform strategies succeed or struggle.
Device choice strongly shapes attention. Mobile phones and in car systems favor audio because they support hands free, low attention use. TVs, tablets, and laptops support video because they are used in fixed settings where users expect to focus on the screen for longer periods.
Younger users switch platforms more often, but the underlying pattern is the same. Audio fills background moments throughout the day, while video is reserved for intentional viewing. The difference is speed, not behavior. Younger audiences move faster between contexts, not randomly.
Creators design with format intent in mind. Audio content works best when it is conversational and easy to follow without visuals. Video content should add value through visuals, structure, or demonstration. Successful creators treat each platform as a distinct experience, not a distribution channel.
Yes. On Spotify, podcasts are typically consumed as background content and integrated into daily routines. On YouTube, podcasts are more often watched in seated or lean back contexts, with higher visual engagement and longer continuous sessions.
Audio advertising relies on repetition, reach, and message clarity. It performs best with simple, memorable messaging delivered frequently. Video advertising focuses on storytelling and visual reinforcement, making it more effective for brand building, product education, and conversion.
Signals include a change in location, device, and time of day. Moving from mobile to TV, from daytime to evening, or from movement to rest increases the likelihood of video engagement. These shifts indicate a transition from multitasking to focused attention.
Kate Jacobs is an Insights Analyst at RealityMine, where she works with the marketing and client-development teams to showcase the possibilities of RealityMine's data and support thought leadership. She also has a background in behavioural science and mixed-methodology research.
