Amazon Restructures Wondery Podcast Studio Amid YouTube Video Podcast Growth

Amazon is restructuring its Wondery podcast studio, shifting focus from narrative audio podcasts to video podcasts as consumption and ad revenue increasingly move toward video formats, particularly on YouTube, which has emerged as the leading podcast platform. As part of this pivot, about 110 employees, including Wondery's CEO Jen Sargent, are leaving, with narrative podcasts moving under Audible and video-focused shows like Dax Shepard's Armchair Expert joining a new Creator Services team. This change reflects a broader industry trend where video podcasts are gaining prominence, altering traditional podcast consumption from purely audio to visual formats. The podcast advertising landscape remains strong, with podcasts outperforming digital platforms like TikTok and Facebook in driving immediate consumer purchases and engagement, making them an attractive channel for both consumer and B2B brands. Companies like Vanta have leveraged podcast ads effectively for growth by targeting niche audiences with host-read ads that integrate smoothly into content. Overall, the podcast industry is growing rapidly but facing growing pains as it adapts to new consumption habits and platform competition.