Evolving podcasts beyond audio

The partnership reflects the increasingly multichannel nature of podcasting and the ways in which Vox Media has sought to capitalize on that evolution.

Video has become a critical channel for podcasting, as creators have used the virality of social video to reach new audiences with clips and teasers. As a YouTuber, Beecham embodies this ongoing shift. His media company, Enjoy Basketball, has five digital shows and podcasts and a community of over 1 million fans across platforms.

For Vox Media, the rise of video as an integral part of podcasting unlocks new commercial opportunities.

Video platforms like YouTube provide podcasts with a massive supply of surface area for sponsorship extensions, which can combine with the audio footprint of a show to significantly increase the volume of monetizable impressions. 

Vox Media also has a robust events infrastructure, which it uses to provide its podcast franchises with further inventory for sponsorship opportunities. Combined with the reach of these podcasts’ social presences, a single show can now reach multiple audiences on a variety of platforms, giving brands the ability to immersively surround a franchise. 

The strategy is a continuation of what has long been a best practice in marketing and selling media assets. However, it’s still somewhat new to the podcasting space, said Kerri Mason, the co-chief executive officer of Clear Sky Consultancy.

“You have the core asset in the middle of your spider graph—in this case, a podcast—and develop opportunities that extend outward from it,” Mason said. “What has changed here is that now video is an extension of podcasting, and it’s a very attractive medium for marketers.”