From CNBC: 2025-05-14 10:57:00

Amazon’s Upfronts pitch featured NFL champions Jason and Travis Kelce, not for live football rights, but for their successful video podcast “New Heights.” Live sports are a significant draw at Upfronts, but the shift to video podcasts is gaining traction, with influencers and athletes signing lucrative deals. Podcasts are becoming more video-forward, blurring the lines between talk shows and podcasts.

Video podcasts are gaining popularity on YouTube, with shows like “Call Her Daddy” and the Kelces’ “New Heights” attracting millions of subscribers. YouTube’s dominance in the media landscape and TV screens is evident, with Joe Rogan’s interview with Donald Trump racking up 58 million views. Traditional TV audiences are dwarfed by YouTube viewership, making podcasts a relevant format driving culture.

Sinclair focused its Upfront presentation on sports-related video podcasts, integrating brands and sponsors into the conversation. The success of sports podcasts, led by former athletes or discussing the game, has led to valuable partnerships. The Kelce brothers’ deal with Wondery is reportedly worth over $100 million, signaling the growing value of sports content in the podcasting world.



Read more at CNBC: Video podcasts are the next big pitch