Netflix hires Steve Wilson to lead podcast acquisitions amid growth challenges

Netflix announced on Tuesday that it has hired former Apple executive Steve Wilson to head its podcast acquisition team, a move that signals the streaming giant’s intensified push into the audio market. Wilson, who spent more than a decade at Apple overseeing the growth of Apple Podcasts, will report directly to Netflix’s chief content officer and will be based in Los Angeles. The hiring was confirmed in a statement from Netflix’s corporate communications office and will take effect immediately.

The appointment comes as Netflix seeks to broaden its content portfolio beyond video, an effort that has accelerated since the company launched its first original podcasts in 2022. Industry analysts note that the streaming service’s recent earnings reports have shown a slowdown in subscriber growth, prompting executives to explore new revenue streams and keep audiences engaged across multiple formats. At the same time, the podcast space has become increasingly competitive, with Spotify, Amazon and traditional media firms all vying for exclusive shows and talent. By bringing in a veteran who helped turn Apple Podcasts into a top‑10 platform, Netflix hopes to accelerate its own audio ambitions and secure high‑profile deals before rivals lock down more inventory.

Wilson’s résumé includes steering Apple Podcasts to over 100 million monthly active users, negotiating exclusive licensing agreements with major creators, and launching a suite of original series that won multiple awards. In his new role, he will be tasked with identifying promising podcasts, negotiating acquisition terms, and integrating audio content into Netflix’s existing recommendation algorithms. “Steve’s deep experience in building an ecosystem for podcasts is exactly what we need as we expand our audio offerings,” said Netflix’s chief content officer, who declined to name a specific budget but hinted that the company plans to invest heavily in original and acquired podcast content over the next two years.

Industry watchers expect Netflix to announce its first major podcast acquisitions within the next quarter, likely targeting high‑profile true‑crime, comedy and documentary series that can complement its video library. If successful, the strategy could open a new subscription tier or ad‑supported model, giving Netflix another lever to retain existing members and attract new ones. Wilson’s hiring therefore marks a pivotal step in Netflix’s broader effort to become a one‑stop entertainment platform, blurring the lines between video and audio in the streaming era.