Disney+, Hulu expand video podcast push through iHeartMedia deal

• The partnership will bring celebrity-hosted podcasts including 'Hey Jonas!' by the Jonas Brothers to Disney+ and several titles like 'Fake Doctors, Real Friends with Zach and Donald' and 'Pod Meets World' to Hulu over the coming months
• Financial terms of the deal were not disclosed by Disney and iHeartMedia
• Competitors Netflix and HBO Max have already entered the video podcast space, with Netflix partnering with Spotify and iHeartMedia for shows like 'The Bill Simmons Podcast'

Summary: Disney+ and Hulu Expand Video Podcast Library Through iHeartMedia Partnership

Disney+ and Hulu announced Monday a video podcasting deal with iHeartMedia covering six podcast titles as the streaming platforms expand content libraries to attract subscribers in an increasingly competitive market.

Key Details:

• The partnership launches with "Hey Jonas!," hosted by the Jonas Brothers, premiering August 14 on both Disney+ and Hulu
• Additional celebrity-hosted shows coming to the platforms include:
• "Pod Meets World" (Disney+)
• "Desperately Devoted," "Fake Doctors, Real Friends with Zach and Donald," "StraightioLab," and "Thanks Dad with Ego Nwodim" (Hulu)
• Content will roll out in phases over the coming months
• Financial terms were not disclosed

Market Context:

This deal reflects the broader streaming industry trend toward video podcasts as platforms seek content differentiation. Rivals Netflix and HBO Max have already moved into this space, with Netflix securing deals with Spotify and iHeartMedia for shows like "The Bill Simmons Podcast."

Implications:

The expansion into video podcasts represents a strategic effort by Disney's streaming services to enhance content diversity and user engagement without the high production costs of traditional scripted programming. Celebrity-hosted rewatch and companion podcasts leverage existing IP while appealing to dedicated fan bases.

The competitive landscape suggests video podcasts are becoming essential content for major streaming platforms as they battle for subscriber growth and retention in a saturated market. This lower-cost content strategy could help platforms improve margins while maintaining subscriber engagement between major tent-pole releases.