Amazon Plans to Reduce Wondery Podcast Team, Overhaul Audio Division
Amazon.com has announced a reorganization of its Wondery podcast network, moving the narrative podcast studio, including popular series like Dr. Death, American Scandal, and Business Wars, to Audible, Amazon's audiobook and podcast platform [1][2].
The reorganization comes as part of a broader strategic shift emphasizing video content, leading to the exit of Wondery CEO Jen Sargent [1]. Key leadership, such as Wondery's chief content officer Marshall Lewy, will join Audible's content team [1].
Simultaneously, Wondery's creator-led podcast studio and shows will transition to a newly formed Amazon Talent Services team called Creator Services. This team will continue to operate certain podcasts under the Wondery brand while focusing on collaboration with a select group of top creators to maintain and grow listenership [1].
The reorganization has resulted in approximately 110 layoffs [1]. The implications for existing Wondery series are a split in management and platform presence: narrative podcasts move fully under Audible's umbrella, while creator-driven shows are integrated with Amazon’s Talent Services but keep the Wondery brand to some extent [1].
The Wondery brand itself will persist but in a redefined capacity, focused on creator partnerships rather than the full original studio structure [1]. The memo does not provide information about the future of the Wondery brand beyond shows under the new Creator Services team [1].
The move is an acknowledgement that Amazon's big push into podcasts has not worked out as planned [1]. The company is shifting strategies to compete better with platforms like Spotify Technology and Alphabet's YouTube, as podcasts shift to video formats from audio-only [1].
Wondery's narrative-driven studio, which creates shows including the Dr. Death series, will merge with Audible. The new Creator Services team will be the home for personality-driven shows, including Jason and Travis Kelce's podcast [1].
The memo does not specify the nature of the new role for Marshall Lewy at Audible, nor does it mention any further job losses beyond the 110 already announced. It also does not provide details about the impact of these changes on the distribution of existing Wondery series [1].
Steve Boom, vice-president of audio, Twitch and games, stated in a memo that the podcast landscape has evolved significantly over the past few years, and the rise of video has blurred the lines on what it means to be a podcast creator [1]. This reorganization suggests Amazon is streamlining podcast operations for greater integration with Audible and concentrating resources on video and creator services aligned with its broader entertainment strategy [1][2].
References:
[1] The Information [2] Variety
- The reorganization of Amazon's Wondery podcast network signifies a focus on video content, leading to the consolidation of the narrative-driven studio, which produces series like Dr. Death and Business Wars, under Audible, Amazon's audiobook and podcast platform, while the creator-led studio transitions to Amazon's Creator Services, combining technology and finance to develop new strategies.
- With the move of key leadership, such as Wondery's chief content officer, Marshall Lewy, to Audible's content team, and the merger of the narrative-driven studio with Audible, it is evident that Amazon is leveraging technology to enhance its business strategies and compete better with platforms like Spotify Technology and Alphabet's YouTube in the developing podcast landscape, where video formats are increasingly prevalent.
