Disney Doubles Down on Podcast Push
The Walt Disney Company is expanding its podcast offerings on Hulu and Disney+, adding two new shows to its lineup. The Ankler reports that comedy podcast 'Best Friends' hosted by Nicole Byer and Sasheer Zamata, and Miles Bonsignore's call-in advice show 'Perfect Person', will begin streaming video episodes on the platforms under a 24-hour exclusive window.
The deals are part of Disney's broader podcast buying strategy, which focuses on distinctive voices rather than large network-wide packages. According to The Ankler, Disney is shopping shows individually and targeting podcasts that complement its existing programming or can appeal to audiences already using its streaming services.
Disney's Head of Content Planning and Partnerships for DTC, Lauren Tempest, stated that the company is 'really focused on distinctive voices' and does not prioritize large tonnage deals. The strategy began about a year ago with companion podcasts tied to Disney programming such as 'Only Murders in the Building', 'Paradise', and 'Dancing with the Stars.'
Disney has also taken a different approach to exclusivity, offering a limited exclusive window for video before creators can distribute episodes elsewhere. This model has appealed to representatives and creators who are reluctant to surrender broader video distribution rights.