Fans of mixed drinks and true crime are probably already aware of Bravo and Oxygen’s podcasts.
Those TV networks, owned by NBCUniversal, each launched a podcast late last year and have recently reached a combined total of 1 million episode downloads.
Bravo’s The Daily Dish produces multiple episodes each week, bringing fans inside scoops into the world of Bravolebrities (celebrities within the Bravo TV universe) as an extension of Bravo’s blog of the same name.
“We saw podcasts emerging as a storytelling medium with shows like Serial or Missing Richard Simmons,” Lisa Hsia, evp of digital for Bravo and Oxygen digital media, told Adweek. “This is an opportunity to reach a whole new audience and to commit to being on all platforms.”
“The Daily Dish Podcast allows us to have a conversation with superfans throughout the year, even when the shows aren’t currently airing,” she said. “They can understand what’s going on with Bravo talent 24 hours a day, seven days a week.”
Hsia sees the audio space as a way to further the networks’ reach for fans who want crave-worthy content because “the podcast environment doesn’t feel crowded yet.” Ahead of Oxygen’s rebranding earlier this year as a crime-focused network, the team released its podcast Martinis & Murder.
“The crime and true crime genres of podcasts have started to grow in popularity,” said Hsia. “With shows like Sword and Scale already way ahead of the game, this space was a no-brainer for us.”
Launched in early 2017, Martinis & Murder recently crossed 600,000 downloads.
“We’re pleasantly surprised at how fast these organic audiences have grown,” said Hsia. “Podcasting allows our hosts to have longer conversations with audiences at a small cost to us. Being first to market and willing to experiment has helped us listen and learn in order to keep growing.”
Hsia said the networks are looking to create other podcasts and that the “development possibilities are endless.” The NBCU networks are working with Wondery, a podcast network that distributes other entertainment and true crime podcasts, like the aforementioned Sword and Scale and Hollywood & Crime. Fans can find The Daily Dish and Martinis & Murder on any standard podcasting platform.