Netflix podcasts are “low engagement”

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Is Netflix's podcast strategy paying off? Writing in Puck ($), and reported in Awful Announcing, Matthew Belloni suggests that "multiple (Netflix) company sources have told me that podcast engagement numbers on the whole are low." Belloni adds that "no video podcast has charted on Nielsen's weekly top 10".
- Opinion: These two statements aren't quite enough to suggest that Netflix has failed in adding podcasts. Edison Research reported earlier in the month that 14% of weekly podcast consumers have used Netflix to consume podcasts, and Samba TV has suggested 13% of Netflix households had consumed podcasts on the platform. As of the engagement figures: Samba TV's data showed that 40% of all podcast views on the platform went to The Breakfast Club; which was 3x bigger than the #2 show, a Netflix companion podcast for Bridgerton. If Bridgerton only had 13% of podcast views, you can imagine that there is quite a long tail in popularity - and, if you're just judging daily podcasts by views per episode, well, those engagement numbers might well be "low".
A councillor in St John's NL, Canada, has been suspended after quoting from comments given by a guest of Steven Bartlett's Diary of a CEO, and presenting those claims as medical fact. The claims were made by Erica Komisar, an author and licensed clinical social worker. She isn't a psychologist; and a registered psychologist interviewed by CBC News suggested that the claims made by Komisar were inaccurate.
- Ireland’s RTÉ writes a piece on the rise of Steven Bartlett’s controversial show.
Semafor reports that The Atlantic is doubling the size of its video team. Podcasts at the magazine have grown by 50% in downloads over the last year, and more than doubled revenue.

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