Capitalizing on Die-hard Fans – The rise of TV show podcasts

While walkthrough podcasts for in-season TV shows have been a trend for some time now, we are seeing an increase in podcasts being created for old IP. Media owners investing in podcasts can capitalize on their die-hard fans through increased viewership, word of mouth exposure, direct monetization, and enhanced leverage in content licensing negotiations.

The Severance Podcast – A Recent Notable Success

Several podcasts have exemplified the effectiveness of this model. A recent standout is The Severance Podcast, hosted by Ben Stiller and Adam Scott, which provides in-depth discussions and exclusive behind-the-scenes details about the Apple TV+ series Severance. Since its launch in January 2025, the podcast has achieved a 4.9-star rating and averages 1.8 million listens per month.

A podcast works particularly well for a show like Severance due to the sheer amount of mystery, easter eggs and hidden details in the show. Ben and Adam provide unique insights that the audience may have missed, which leads to them rewatching the episode, theorizing with friends, or often both.

Old Shows, New Podcasts

Following the growth of in-season TV podcasts, there has been a recent spike of actors and producers revisiting classic TV shows through dedicated podcasts. One of the most successful examples is Office Ladies, launched in October 2019 by The Office stars Jenna Fischer and Angela Kinsey. The podcast, which offers episode-by-episode commentary enriched with personal insights and guest appearances, has averaged an impressive 4.4 million listens per month.

New podcasts dedicated to beloved television shows continue to emerge. On March 10, 2025, The Official Big Bang Theory Podcast was announced, aiming to provide fans with episode-by-episode deep dives featuring cast and creator interviews. Additionally, How We Made Your Mother, a podcast centered on How I Met Your Mother, aired its first episode on the same date. While it is too early to judge the success of these two podcasts, and whether or not they will match the success of Office Ladies, we can expect to see many more of these podcasts pop up in the coming months.

The Strategic Benefits of TV Show Podcasts

A well-executed podcast centered on a television show can drive returns in several ways:

1. Enhanced Audience Engagement – Podcasts provide a platform for actors, writers, and directors to share behind-the-scenes insights, personal anecdotes, and detailed analyses of episodes, fostering a deeper connection with audiences. This engagement often translates into sustained or renewed interest in the original television series.
2. Direct Revenue Generation – The success of TV show podcasts can attract sponsorships, premium content subscribers, and advertisement revenue.
3. Market Expansion and Longevity – Podcasts help produce unique, highly shareable behind the scenes moments that often go viral on social media, bringing fresh eyes and attention to the series. Moreover, they help maintain the relevance of a show long after its original run, ensuring continued interest from existing and potential viewers.
4. Increased Negotiation Power for Streaming Licenses – A dedicated and engaged fan base, demonstrated through consistent podcast listenership, enhances a show’s appeal to streaming services. This can lead to more favorable licensing deals and potential reboots or spin-offs.

Implications for Media Owners

The success of these podcasts underscores their viability as a strategic investment for media owners. Beyond generating advertising revenue, successful podcasts can evolve into multi-platform ventures, as demonstrated by the Office Ladies podcast, which led to a best-selling book, The Office BFFs: Tales of The Office from Two Best Friends Who Were There.

Moreover, maintaining a strong and engaged fan base through a podcast can lead to increased streaming numbers, syndication opportunities, and greater bargaining power in licensing negotiations. This ensures that television series, both current and past, remain culturally and commercially relevant. Given the success of shows like The Severance Podcast and Office Ladies, the industry is likely to see continued investment in this space, further solidifying the role of podcasts as an essential component of modern media strategy.

Sources:
rephonic.com (Office Ladies)
rephonic.com (Severance)