Taylor Swift's latest musical release 'New Heights' aligns with Amazon's transition in the podcast domain.
Amazon has announced a significant restructuring of its podcast subsidiary, Wondery, as the company shifts its focus from traditional podcasting to a more video-centric, creator-led content approach.
The changes involve a split between Wondery's podcast production, with some content moving to Audible, Amazon's audiobook and audio content platform, and a newly created "creator services" division. Approximately 110 employees have been laid off or reassigned, and Jen Sargent, Wondery's CEO, has departed as part of this transition.
The new strategy aligns with broader industry trends, as competitors like Spotify and YouTube have already embraced the video-forward, creator-led content model. Amazon aims to leverage the synergies between Amazon Music, Audible, and Twitch under a unified audio and video umbrella to better support creators in monetizing content, expanding brand intellectual property, simplifying advertiser engagement, and enhancing content accessibility to audiences across formats.
One podcast that may be affected by these changes is New Heights, hosted by the Kelce brothers, one of whom is Taylor Swift's boyfriend. The show has gained a significant following, with over 4.7 million TikTok followers and 3.2 million Instagram followers as of midday Wednesday. The growth in New Heights' Instagram followers is rapid, according to Social Blade data.
The move towards integrating Wondery content more deeply with Audible and creator-focused video platforms suggests potential changes in distribution and format for shows like New Heights. The podcast may experience shifts towards more video-related content or expanded creator support, but also faces uncertainty due to layoffs and operational splits within Wondery.
Taylor Swift has been a regular guest on the New Heights podcast, and fans have boosted the show to the top of Apple's podcast charts. An earlier clip announcing Swift's album on New Heights reportedly broke Instagram's 24-hour view record with over 134 million plays. Swift is expected to share more details about her upcoming album on the New Heights podcast first.
In addition to her appearances on New Heights, Swift has also been seen on the NFL's Instagram page and been a topic of discussion on ESPN's Get Up morning show. The New Heights podcast's social media channels are expected to be a primary source for news about Swift's upcoming album.
As the podcast landscape continues to evolve, with the rise of video-forward, creator-led content, it remains to be seen how these changes will impact Wondery's shows and the wider podcasting industry.
[1] Amazon Splits Podcast Subsidiary Wondery, Laying Off About 110 Staff (Bloomberg, 2023) [2] Amazon to Focus on Video-First, Creator-Led Content for Wondery (The Verge, 2023)
- Amidst the restructuring of Wondery, the podcast housing "New Heights," celebrity-hosted by one of Taylor Swift's boyfriend's brothers, may delve into more entertainment-focused, video-related content or receive increased creator support as Amazon aligns with industry trends, moving towards a video-centric, creator-led content approach, similar to competitors like Spotify and YouTube.
- As the podcast industry shifts towards a video-forward, creator-led content model, following Amazon's restructuring of Wondery, the impact of this change on shows such as "New Heights" could potentially elevate celebrities like Taylor Swift, who has been a guest on the show, by providing new avenues for monetization, brand expansion, and audience engagement, particularly through Amazon Music, Audible, and Twitch.
