Netflix hires Steve Wilson from Apple to boost podcast acquisitions

Netflix has hired former Apple Podcasts executive Steve Wilson to run its podcast acquisitions division, the streaming giant announced on Thursday. Wilson will report to the head of Netflix’s broader audio business and will be responsible for sourcing, negotiating and integrating new podcast content into the platform. The move comes as Netflix expands beyond video to compete in the fast‑growing audio market.

The hire follows a year of rapid experimentation by Netflix in the podcast space. After a quiet pilot in 2022, the company launched a slate of original shows in 2023, including “The Edge of Sleep” and “The Plot Thickens,” but struggled to match the subscriber pull of its video catalog. Analysts note that podcasts offer a low‑cost way to keep users engaged between binge‑watch sessions and to attract advertisers looking for brand‑safe audio environments. Competitors such as Spotify, Amazon and Apple have already built sizable podcast ecosystems, prompting Netflix to double down on the format as part of a broader diversification strategy.

Wilson brings 15 years of experience from Apple, where he oversaw editorial, partner relations and marketing for Apple Podcasts. During his tenure, the service grew from a niche offering to a global platform with more than 100 million weekly listeners, and he helped secure high‑profile deals with creators like Joe Rogan and Gimlet Media. Industry insiders say his track record in building relationships with talent and negotiating rights will be crucial for Netflix as it looks to acquire established shows and develop original series that can cross‑promote with its video content. Wilson has not yet commented publicly, but a source close to the negotiations said he will focus on “high‑quality storytelling that complements Netflix’s brand.”

Netflix expects Wilson to start shaping a pipeline of acquisitions within the next few months, targeting both established podcasts with strong audiences and emerging creators with niche appeal. The company plans to integrate new titles into its existing recommendation engine and to experiment with bundled subscription offers that combine video and audio. If successful, the move could give Netflix a new revenue stream and deepen user engagement, positioning the streamer as a more comprehensive entertainment hub. The industry will watch closely to see whether Wilson can translate Apple’s podcast success into a competitive edge for Netflix.