Amazon is closing its Wondery podcast studio and letting go of 110 employees, marking a stark shift in its audio strategy. The decision, unveiled Monday, follows years of ambitious investment and arrives as the wider podcast industry faces a new wave of change.
The move will see several existing Wondery shows moved to Audible or a newly formed creator services unit, targeting personality-driven podcasts. Amazon cited an evolving market, with video-driven podcasts and blurred media lines now reshaping listener habits and business priorities.
Changing Course After a High-Profile Acquisition
Wondery, once celebrated for hits like “Dirty John” and “Dr. Death,” was acquired by Amazon in 2020 as tech giants competed for a bigger slice of podcasting. At the time, Wondery stood out as the fourth largest US publisher, drawing millions of listeners each month.
Despite a strong series and a roster of high-profile talent, Wondery’s integration has not delivered the anticipated industry dominance. Amazon’s head of audio, Steve Boom, acknowledged in a memo that the podcast world has "evolved significantly" since the initial deal.
Did you know?
Before its closure, Wondery ranked as the fourth largest U.S. podcast publisher, once boasting over 9 million unique monthly listeners.
Layoffs and Reorganization Signal New Direction
The studio's impending closure has resulted in layoffs for most Wondery staff, including key production and development teams. Remaining shows will be absorbed by Audible or moved to a developing team focused on creator-led content, such as the popular show from NFL stars Jason and Travis Kelce.
Amazon frames the move as necessary to better compete with platforms like Spotify and YouTube, both of which have aggressively pivoted toward video podcasts with built-in subscriber networks. The shift reflects growing industry consensus that audio-only strategies are no longer sufficient for expansion.
ALSO READ | Musk Granted $29B Pay Package as Tesla Board Unanimously Votes
The Industry’s Turn Toward Video
Podcasting, once the domain of traditional radio-inspired audio shows, is now converging with video-first platforms. This evolution has upended business models and forced companies like Amazon to make hard choices about which formats and content creators to support.
Amazon insists that listeners will continue to access their favorite shows across platforms, even as Audible prepares to inherit many Wondery series. The Wondery name may fade, but its content is expected to live on, albeit within a restructured Amazon audio ecosystem.
Executives now face the challenge of defending Amazon’s new approach as the podcast industry grapples with fierce competition, shifting advertising dollars, and the rising star of creator-driven content. For listeners and creators alike, the Wondery closure signals another dramatic plot twist in the ongoing story of media innovation.
Comments (0)
Please sign in to leave a comment