The Netflix series comes as part of a broader digital expansion that includes beauty, food and literature podcasts as well as a deal to carry eight podcast episodes on 600 Delta aircraft starting this month.

It's not surprising that Netflix would carry Goop's series. Paltrow is a recognizable face who's bound to attract viewers, and she's had success with her brand's self-titled podcast. It's not clear that many other companies could pull off this feat. However, it is a testament to Netflix's draw as a platform that a lifestyle brand would rather debut a series there than make it more widely available on YouTube.