What do “Love Story,” “A Knight of the Seven Kingdoms,” and “The Pit” all have in common? All offer companion podcasts, offering exclusive interviews with the cast, behind-the-scenes looks, episode breakdowns, and more to dedicated and detail-oriented fans.
This once audio-only medium is the latest trend in video-transfer television, with networks and streamers increasingly pledging allegiance to complementary content. In the past seven months, Hulu and Disney+ have launched nine films, covering everything from “The Beauty” to “Paradise” to “Only Murders in the Building.” In 2025, HBO added 10 podcasts to its already rich podcast lineup. This year, he produced “The Pit” and the first part of “Game of Thrones.” In January, Netflix released the official Bridgerton podcast to coincide with the release of Season 4.
As fewer people watch terrestrial TV, companies are betting big on formats that viewers can watch online no matter where they are. “You can book eight minutes with Jimmy Fallon on ‘The Tonight Show,’ or you can book 45 minutes with our best clients,” said Steven Goldstein, CEO of Amplifi Media.
HBO’s first foray into the format was in 2019 with “The Chernobyl Podcast.” “We really hit the ground running,” says Michael Gluckstadt, senior director of creative and production for HBO Max and HBO Podcasts, and the opportunity to maximize fan engagement quickly became apparent. Becky Roe, who spearheads the podcast with Gluckstadt, compares it to bonus content on DVDs. “We want to serve people who have these burning questions,” she says. Goldstein calls it “a digital version of talking about last night’s episode.”
Podcasts come in a variety of formats, styles, and lengths, but all leverage the previously underutilized advantage of access to talent. “A lot of times the biggest draw is the people who were on[the show],” says Paul Hardert, director of the Entertainment, Media and Technology Program at NYU Stern College. For example, Disney+ and Hulu’s popular “Dancing with the Stars Official Podcast,” the first media stop for eliminated contestants, has racked up 2 million views on YouTube alone. Also, the interview is sanctioned by the company, so the talent doesn’t have to worry about the questions in the left column. “You can control the narrative a little bit,” Hardert says.
But not all podcasts are created equal. HBO’s average length is about 50 minutes, while some shows on FX are less than 15 minutes long. (Some fans have wondered if these count as podcasts or just glorified interviews). Hardert says length isn’t important. Importantly, Goldstein added, they provide “real insight.”
As the shift to video accelerates, podcasts are emerging as an attractive marketing tool (though fan favorites like Hulu’s “Tell Me Lies” podcast don’t work on their own). HBO distributes those clips on social media, and podcast snippets from the show on Disney+ and Hulu have garnered more than 273 million views, said Shannon Ryan, president of marketing for DTC and Disney Entertainment Television. In addition to listenership, social sentiment and conversation are also used to measure the success of a podcast, she says. It also doesn’t hurt that they’re relatively cheap for networks to produce (at least when compared to the cost of a season of television).
The boom shows no signs of slowing down. American Idol podcasts are scheduled to be available on Disney+ and Hulu at the end of March, and companies like HBO and Netflix are likely to release more podcasts in the future. The motive is clear. “This is an opportunity for them to re-engage with their audience in a very produced, yet intimate way,” says Goldstein.
“Studios are now thinking about podcasts as a continuing medium. The story doesn’t end when the credits roll.”
pit podcast
Hosts: Dr. Alok Patel and Hunter Harris
Most popular episode: “7am”, S2, Ep1
Guest: Noah Wyle and Dr. Joe Sacks
Having a real doctor as the host allows listeners to see how true to life the show is, Lowe said. Cast members Sean Hatosy, Isa Briones, and Catherine LaNasa all appear.
Knight of the Seven Kingdoms Podcast
Host: Jason Concepcion, Greta Johnsen
Most popular episode: “Journey to Ashford Meadow”
Guest: George R.R. Martin
Big IP and world-building programs like Game of Thrones and the vast world of Westeros are the most in-demand podcasts on HBO and HBO Max.
Peacemaker: Official Podcast
Host: James Gunn, Jennifer Holland, Steve Agee
Most popular episode: “Like a Keith in the Knight” S2, Ep7
Guest: Daniel Brooks, Nut Le
Gunn delves deep into characters’ backstories and behind-the-scenes secrets from a creator’s perspective.
Tell Me Lies: Official Podcast
Host: Stassi Schroeder
Guest: Meghan Oppenheimer, Grace Van Patten
“’Tell Me Lies’ is our biggest podcast ever, and views are increasing week by week,” Ryan says. “The clip also became popular on social, with over 50 million views, primarily on TikTok.”
