Sunday, December 3, 2023

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    How podcast networks use existing feeds to improve engagement and discoverability for new shows

    Podcast networks are distributing new shows through existing feeds for large podcast franchises to find new audiences.

    Podcast networks, including Wondery, Sony, Paramount and NPR, are doing this for limited series and franchise extension episodes. In August, NPR execs told Digiday they were consolidating podcasts into fewer feeds to spotlight different shows, given how competitive the podcast industry has become.

    While some podcast networks have been using this strategy for a while, it’s a “newer initiative” at Wondery that’s being tested out with the new season of “Dr. Death” premiering in December on the first season’s podcast feed, according to Blad Norman, Wondery’s head of marketing. Previous new seasons of Dr. Death got their own feeds.

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