PSA: podcasting is the new “it” girl of media:

The Wall Street Journal reported on Sunday that traditional media companies are ISO podcasters, and they mean business. ESPN, Vox, Fox, the Athletic… they’re cutting massive licensing checks that lowkey look more like NBA contracts than media salaries (no, seriously- it’s not a hyperbole…think: $10M a year). 

media companies got smart and realized they don’t need to invent the wheel to stay relevant- they can tap into the already-large voices in the creator economy (and bring their already-large audiences with them). 

honestly, it makes sense. podcast listening has exploded: from 170 million hours a week in 2015 to more than 770 million now in 2025. podcasting is the latest cog in the wheel of the “granny core” trend we won’t shut up about- this is part of the shift back to slower, offline habits. people don’t want to be glued to their phones 24/7. they want walks, laundry folding, actual sunlight… and podcasts are the perfect companion. offline is in, and audio storytelling slots right into that craving.

speaking of trends we won’t shut up about, we’ve also been watching this bigger shift back to long-form all year. people love to binge, and the best content feels like a series. it’s the same reason I wrote a few weeks ago about creators leaning into episodic storytelling on social. now we’re seeing the next step: longer-form narratives that don’t just build audience loyalty but are suddenly scaleable and sellable to traditional media.

that last part is key. media companies are realizing if they want people to actually listen, they can’t just shove another polished anchor behind a mic. they need the comfort creators- the ones you already spend hours with in your earbuds, the ones who feel like friends. that’s who audiences trust, and that’s who the big checks are being written to.

so yeah, short-form might still drive virality. but the money, the cultural staying power, and the real independence is starting to live in long-form storytelling.

xx

-Mackenzie @ the cohort