The news: Premium streaming platforms including HBO Max, Netflix, and Apple TV are pairing tentpole series with official companion podcasts. Episodes drop alongside the show, featuring cast interviews, creator commentary and post-episode analysis.

Audience demand is clear. More than half (53%) of US consumers are very or somewhat likely to listen to a podcast about a favorite TV show or movie, per Sounds Profitable’s The Podcast Landscape Study, higher than interest in celebrity-led (47%) or brand-led (43%) podcasts.

• Gen Zers and younger millennials (ages 18 to 34) account for 43% of TV or film podcast listeners, followed by 35% of those 35 to 54.
• 79% of TV or film podcast users who finish a limited series look for a different podcast once it’s complete.

Why it matters: Streaming subscription growth has cooled and churn persists. Companion podcasts can stretch a 50-minute video episode into hours of weekly engagement. 

They also also shift context—audio content is more portable and can sustain engagement through commutes, workouts, and chores. 

There’s also the matter of virality: 79% of monthly TV and film podcast listeners recommend podcasts to people in their social circle, which unlocks adoption through word of mouth. Those listeners are 16.2% more likely to recommend podcasts than the average listener.

Audio formats often feature host-read sponsorships, mid-roll placements, and dynamic ad insertion, delivered in a trusted voice closely tied to the show. That intimacy drives recall and credibility in ways broad-reach TV spots cannot.

Implications for advertisers: “Advertisers should appreciate that the fans listening to companion podcasts are highly engaged and eager to consume this content. They're seeking deeper engagement and investing time with the shows and characters and podcast hosts,”  Angie Meltsner, cultural insights and trends researcher for Tomato Baby told EMARKETER.

Unlike crowded connected TV (CTV) ad pods that pack multiple ads back to back, companion podcasts typically carry limited ad load. The environment is uncluttered and context is precise. A sponsor aligned to a specific episode theme can feel additive rather than intrusive.

In a fragmented podcast market, companion podcasts offer something rare: time, focus, and fandom all in one place.