Podcast Companies Begin to Advertise Like Hollywood Studios - WSJ

The company, which declined to say how much it is spending on the Grinch campaign, now plans to apply the tried-and-tested Hollywood concept of intellectual property to more podcasts, prioritizing ideas that might expand into books, TV series, live events and other podcasts, Blake said. It needs multipronged marketing campaigns to generate enough i... See more

The great podcast saturation has pushed companies to think more deeply about their brand to build a loyal audience across multiple shows. More companies are following the path of streaming services and magazine publishers by launching subscription models, offering live events and access to talent as part of a package deal.

The industry is primarily funded by two groups: advertisers sold on the premise that they can reach young, educated consumers, and technology companies looking to turn listeners into paying subscribers with a relatively cheap-to-produce form of media.