Post by : Meena Ariff

Amazon has made a big decision about its podcast company, Wondery. On August 4, the company said it is changing how Wondery works. This change will impact where and how people enjoy Wondery’s podcasts. It also affects how Amazon plans to earn money from these shows.

This reorganization shows how much the podcast world has changed in recent years. Podcasts started as simple audio stories, but now many popular ones are video shows hosted by famous people.

Let’s take a closer look at what Amazon has done and what it means for the future of podcasts.

What Is Changing at Wondery?

Wondery is known for popular audio-only podcasts like “Dr. Death” and “Dirty John.” These true-crime stories have millions of listeners. From now on, these kinds of shows will be managed by Audible, Amazon’s audiobook division. Audible will handle the creative and business side of these shows. Most of their money will now come from subscriptions, where listeners pay a monthly fee to access the content.

But not all of Wondery’s shows are audio-only. Some are video podcasts. These shows feature well-known people talking to guests or fans on camera. For example, the “New Heights” podcast hosted by the Kelce brothers (Travis and Jason Kelce), and “Armchair Expert” by actor Dax Shepard are video-first shows.

These video podcasts will now become part of a new Amazon division called Creator Services. This unit will manage shows that are driven by the personality and fan base of the host.

Different Models for Different Shows

Amazon believes that audio stories and video podcasts need different business models. That’s why it has separated them.

For audio shows, the focus is on strong storytelling. The voice telling the story is important, but the main star is the story itself. People listen to these shows because of the plot, the mystery, or the way it's told. These kinds of shows work best with subscription models, just like audiobooks.

On the other hand, video podcasts are more about the personality of the host. Fans follow these shows because they love the person who is speaking. The way to make money from these shows is different. It's not just about ads or subscriptions. Amazon plans to earn through ads, e-commerce, and other ways, like selling products related to the show.

One example is the children's science show “Wow in the World.” In 2024, this podcast started selling educational toys connected to its stories. This is the kind of creative thinking Amazon wants to do more of with video shows.

Wondery CEO Steps Down

As part of this change, Jen Sargent, the CEO of Wondery since 2021, is leaving the company. She will not be replaced, and the company will now be managed under the new Creator Services division.

According to a message shared with staff, more than 100 jobs have been eliminated in this reorganization. However, some workers from Wondery were given new roles in other parts of Amazon.

Even though Wondery is being split, it’s not shutting down. It will still exist as a brand inside Creator Services. The focus will now be on making the most of its video podcasts and the stars who host them.

Amazon's Bigger Goal: Build a Universe of Stars

This change is not just about podcasts. It’s part of Amazon’s bigger plan to build a strong connection between its many platforms. Amazon wants podcast hosts to become stars across all its services.

For example:

• These shows will stream on Prime Video.
• Products related to them will be sold on Amazon’s shopping site.
• The hosts might appear in advertising or attend marketing events.

This plan already started some time ago. In March 2025, Amazon acquired a basketball podcast connected to LeBron James. This helped support Amazon’s growing relationship with the NBA, since the company has started streaming basketball games. Later, in June 2025, LeBron appeared in Amazon’s Prime Day commercials. It’s a clear example of how Amazon wants to use its stars in many ways, not just for podcasting.

What This Means for Podcasting

Podcasts started many years ago as audio shows for people who loved stories and radio. Back then, the focus was on the narrative—what the story was about, not who was telling it.

But in today’s world, video podcasts have become extremely popular. Many people now enjoy watching their favorite podcasters talk on video, not just listening to them.

Amazon sees this trend and wants to adjust its business model. It believes that the old way of managing podcasts doesn’t fit the new podcast world, where video, talent, and brand partnerships matter more than ever.

Mr. Steve Boom, the executive leading Amazon’s audio division, said in a recent interview that the two types of podcasts are so different, it “didn’t make sense to have them under one roof anymore.”

According to him, “For narrative audio stories, the story is the product. But for video podcasts, the host is the product. It’s about building an audience around a person, then finding many ways to make money from that.”

A New Chapter for Wondery and Amazon

Amazon’s reorganization of Wondery marks a major change in the podcast world. It shows how companies are now thinking differently about audio vs. video, stories vs. stars, and subscriptions vs. merchandise and advertising.

Though more than 100 jobs were lost, the company believes this new structure will allow each type of podcast to grow better and faster in its way.

In the future, we can expect Amazon to create more podcasts led by popular personalities, sell related products, and use these stars across its entire business—from online shopping to video streaming.

This move is another sign that the line between entertainment and e-commerce is slowly disappearing. Podcasts are no longer just something we listen to—they are becoming a big part of the online world we shop, watch, and live in.