Welcome to today’s episode where we explore the exciting world of podcasting and its rapid evolution. It seems like podcasts are no longer confined to audio alone; they’re transforming into toys, books, and even immersive experiences! Wondery, the West Hollywood-based podcast network, is at the forefront of this movement. With over 240 podcasts and 55 hitting number one on Apple Podcasts, they’re pushing the boundaries of what a podcast can be.

Nicole Blake, Wondery’s chief brand officer, describes their approach as “a Hollywood-style approach to IP-building.” The goal is to create “the holy grail of a 360-degree IP,” where fans interact with their favorite shows in various ways. Take, for instance, their series "Wow in the World," which has surpassed 100 million downloads and now features toys, clothing, and even STEM kits.

Research suggests that podcast listeners feel intimately connected to their favorite shows, with 71% feeling like they’re friends with the hosts. This deep affinity is key to building a successful brand extension. Blake emphasizes that “podcasts complement a person’s day,” making them perfect candidates for diverse consumer products.

As Wondery launches an immersive cruise for true crime fans and explores new avenues of fan engagement, it’s clear: the possibilities are endless. As Blake puts it, “There is nowhere traditional media has been extended that you won’t see a podcast go in the future.” Exciting times ahead in the podcasting world!
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