Why every new TV show has a podcast - The Verge

Studios like HBO, Apple, and Netflix are making podcasts that listeners love to consume. They don’t make a dime in ad revenue, but they help drive fandom and subscriptions.

When Game of Thrones was in its prime in 2014, I was really, really annoying about it. All I wanted to do was talk about the show and books, and I was running out of humans in my life who cared enough about it. Podcasting as an industry was far less developed than it is now, but there were still plenty of GOT recap and analysis pods to feed my obsession — some good, like Boars, Gore, and Swords and A Cast of Kings, and some very bad, which I won’t name because it was eight years ago and we are all different people now. They allowed me to obsess over details, criticize the show when necessary (which was often), and, maybe most importantly, kept me awake on my 4AM commute to MSNBC.

Inspired by grassroots recap podcasts, official podcasts for TV shows are now everywhere. Today, I take a look at how companion podcasts have become powerful marketing tools in Hollywood.

Plus, Spotify gets a new head of podcast tech and The Atlantic gives an inside look at Steve Bannon’s massive, but precarious, podcast empire.

Rise of the companion pods

Chances are, if there is a show you love (or hatewatch), there is a recap podcast for it. And the studios have caught wise. A few years ago, studios started making their own “official” podcasts as companions to their shows, and today, it can feel like every show is getting one: podcasts for Hacks, RuPaul’s Drag Race, and The Staircase debuted in just the past month. Producers say these shows are relatively easy to make, and they’ve become powerful marketing tools for studios, regularly hanging out at the top of Apple and Spotify’s TV & Film charts, and occasionally cracking the top 100 overall.

https://www.theverge.com/23157885/tv-shows-podcasts-apple-hbo-netflix-bannon-spotify


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