By Alyssa Mercante • May 15, 2026 •
Amazon wants to turn creator-led video podcasts into the next generation of TV networks – multiplatform franchises that can soak up TV budgets and spin out into retail, live events and social clips.
That pitch was front and center at Amazon’s May 11 Upfront in New York City, where performances from Diplo and Kacey Musgraves bookended appearances from Ice Spice, Shaboozey, and Oprah Winfrey, who unveiled a new podcast deal with Amazon’s podcast studio Wondery.
Amazon’s message to buyers was clear: video podcasts are no longer fringe, they’re the new home for talk formats.
Angie More, director of creator advertising partnerships at Amazon, spoke to Digiday ahead of the Upfront about the company’s push to turn creator-led podcasts into full-blown franchises – and what it will take to convince brands to come along.
