GoKawiilAmazon has brought another high-profile podcasting name into its fold after agreeing to a multiyear licensing deal with Oprah Winfrey. Her podcast will expand to two episodes a week starting in July and it will be available across the likes of Prime Video, Amazon Music, Fire TV channels and Audible. New episodes will still hit YouTube and other podcast platforms, according to Variety.
Winfrey will stick to the same format she's been using on YouTube since starting a podcast channel there at the end of 2024. It will feature interviews with authors, celebrities and others in the public eye.
In addition, Winfrey will create specials based on her Oprah's Favorite Things and Oprah’s Book Club franchises for Amazon. The company is also licensing all 25 seasons of The Oprah Winfrey Show but Winfrey and Amazon haven't figured out exactly how to repurpose the long-running talk show as yet.
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Last year, Amazon split its Wondery podcast company in two, with a team focusing on narrative podcasts merging with Amazon’s Audible team and a crew that handles celebrity-hosted shows forming a new division called Creator Services. That group promotes podcasts like New Heights with Jason and Travis Kelce and Armchair Expert with Dax Shepard across Amazon's various properties, as The New York Times notes.
Oprah's Book Club will tie into Audible, Kindle, Goodreads and the Amazon storefront. Products featured in the annual Oprah's Favorite Things holiday list will be highlighted on the latter as well. Winfrey and Amazon will split sales and ad revenue.
It’s become common for major media companies to make a play for popular podcasts over the last several years. As video podcasts have grown, the likes of Netflix have gotten in on the action too. Some people play these as background noise and Winfrey's podcast might be particularly appealing to fans of her TV show, which ended in 2011.