NFL star Travis Kelce and his now-retired brother Jason have signed a three-year deal to bring their hit football podcast New Heights to Amazon.
Driving the news: New Heights may have only exploded after Travis Kelce started dating Taylor Swift, but it’s the latest in a string of celebrity-hosted podcasts to secure nine-figure deals so far this year, including SmartLess, Call Her Daddy, and The Joe Rogan Experience.
- SiriusXM shelled out US$100 million and $125 million for the rights to SmartLess and Call Her Daddy, respectively, while Joe Rogan re-upped with Spotify for $250 million.
Why it’s happening: After years of pouring money into podcasting without turning much of a profit, production companies are looking for more assurances with newer deals. Few shows offer a safer bet than celebrity pods, which come with loyal audiences and big sponsors.
- The industry is becoming increasingly top-heavy. Even with almost 450,000 active shows, the top 25 podcasts account for nearly half of the weekly listeners in the U.S.
Why it matters: Podcasting is as much about the star power of the host — including video content, live events, and tours — as the show itself. The Kelce brothers’ Amazon deal includes the rights to sell merch and host events, similar to moves by SmartLess and Call Her Daddy.—LA