Companion podcasts offer brand opportunity for streaming services - Business Insider

In part, the interest is likely attributable to the fact that podcasts are a cheaper way of promoting popular IP than producing additional video content is. Also, the audience for companion podcasts is substantial: There are avid fans of TV and Movie podcasts in US households, according to Nielsen data — tied for No.1 among all categories surveyed.

Brands may also have the opportunity to retarget consumers who may have already engaged with their ads in a video environment, as there is a strong chance those listening to the podcast have also watched the show. And perhaps most appealing, advertising on a companion podcast might allow marketers to reach cord-cutters — for instance, advertising on an ad-supported Netflix podcast could give brands access to at least a portion of an ad-free show's audience.

Behind-the-scenes shows. Podcasts for shows like HBO's "Chernobyl" and Netflix's "Stranger Things" have focused on providing a deep dive into a show, with cast, writer, and director interviews. These shows are usually produced by the studio or streaming service, and advertising opportunities will likely be dictated by the producer's goal with the podcast: promote video content, drive revenue in its own right, or some blend.

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