Podcast advertising is evolving

New Heights Podcast on YouTube screenshot

The podcast industry is evolving, as is pretty much everything in the entertainment business. We’ve been hearing about “convergence” for decades but now we’re seeing an acceleration. We’re seeing podcasts turn into YouTube channels and vice versa. We’re seeing YouTubers streaming on channels like Netflix. All of the lines between delivery platforms are blurring. This creates huge opportunities for many, but it’s also unsettling for those who like to stay in their comfort zone.

We’re also seeing monetization strategies evolve as well, with podcasters and YouTubers embracing a wide variety of revenue sources beyond just traditional advertising. These types of 360 deals work particularly well with celebrity podcaster and creators.

A recent article in the New York Times explains this in the context of the New Heights podcast from Jason and Travis Kelce. Podcasts can essentially “become an entire lifestyle brand — complete with merchandise, live events, shoppable content, and dedicated fan hubs.” This approach marks a significant evolution. Instead of just selling ad slots, Amazon is helping creators monetize their personal brands across multiple touchpoints — social media, live events, product lines, and more. Other big names like Dax Shepard, Keke Palmer, and LeBron James are also part of the roster.

And it’s not just Amazon. The article doesn’t address this, but niche content creators, including those in the B2B space, can also leverage their audience across multiple platforms, particularly newsletters and memberships.

This article focuses more on creators in the entertainment space:

Fans will show up for — and spend money on — anything and anyone connected to their favorite shows. This logic is aligned more with product placement, sponsored content or celebrity endorsements (or a hybrid of all three) than with traditional podcast advertising. Under every rock is a monetization opportunity.

Not every celebrity can pull this off. We saw a rush of celebrities try to launch podcasts during and after Covid, and many of them failed. Few have the personality to thrive with this type of content. But those who do can make a killing, and we’re now seeing companies expand the types of revenue opportunities available to these creators.

 

First Watch: “Never Say Never Again” (1983)

Sean Connery as James Bond in Never Say Never Again in tuxedo

I had seen every James Bond film other than “Never Say Never Again,” released in 1983. That omission probably wasn’t accidental. The film occupies a strange and controversial place in the Bond canon: an unofficial, non-Eon Productions entry that marked Sean Connery’s return to the role of 007 after a twelve-year absence. When Netflix recently licensed all 26 Bond films from Amazon in a somewhat surprising move, including this odd, non-Eon outlier, I finally took the opportunity to check it off the list.

Unfortunately, the experience was a letdown. “Never Say Never Again” is a complete mess, and it has aged terribly. Some scenes are so misguided that they feel like unintentional parody, with the Blofeld scenes and dialogue standing out as particularly cringe-worthy. To be fair, many of the Bond films leading up to “Never Say Never Again” haven’t aged especially well either. Their pacing often drags, and Bond’s “cool” factor we all love is frequently buried under long, dull stretches and strained attempts at humor. This film suffers from all of those problems, only here they’re compounded by a weak script and thoroughly schlocky production values.

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How “Pretty Woman” Remains the Ultimate Cinderella Story in Modern Rom-Coms

Pretty Woman - Julia Roberts

“Pretty Woman” turned 35 on March 23, 2025. The film cost less than $15 million to make and returned over $463 million at the global box office. Those numbers tell part of the story. The rest lives in every romantic comedy that came after it, borrowing its structure, its beats, its insistence that money and love are the same thing.

Vivian Ward works as a sex worker on Hollywood Boulevard. Edward Lewis runs a corporation that acquires other corporations and sells them off in pieces. They meet by accident when Edward gets lost driving a borrowed sports car. By the end of the week, he has paid her $3,000 for her company, bought her a wardrobe, taken her to the opera, and fallen in love. The film presents this sequence as a fairy tale, complete with a white limousine, a fire escape, and a final kiss.

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First Watch: “Mulholland Drive” (2001)

Mulholland Drive movie posterMany film critics and commentators consider “Mulholland Drive” to be a masterpiece. Some have called it one of the greatest films of the 21st century. Roger Ebert loved it, and that’s notable as he’s not always a big fan of David Lynch’s films. He opens his review with the following: “David Lynch has been working toward ‘Mulholland Drive’ all of his career, and now that he’s arrived there I forgive him ‘Wild at Heart’ and even ‘Lost Highway.’ At last his experiment doesn’t shatter the test tubes. The movie is a surrealist dreamscape in the form of a Hollywood film noir, and the less sense it makes, the more we can’t stop watching it.”

With that context, it’s a bit of a crime that I had not yet seen the film. I’m old enough to remember watching “Twin Peaks” on television, so I’ve had ample opportunity over the years. The recent passing of Lynch gace me the motivation to go back and check out his films, so I was pleased to see that “Mulholland Drive” was streaming on Tubi.

As Ebert points out, the film doesn’t present a logical narrative. Most people watching it for the first time will be confused, and you just have to let go and follow along with the dream. But Lynch plays a clever trick on the audience, as the film opens with scenes that seem completely real . . . it’s only later that we realize this portion of the film was more of a dreamlike fantasy for one of the characters.

The film begins with a mysterious woman (Laura Harring) surviving a car crash on Mulholland Drive and suffering amnesia. She adopts the name “Rita” from a Rita Hayworth poster and hides in an apartment, where she meets Betty Elms (Naomi Watts), an optimistic aspiring actress newly arrived in Los Angeles. Betty helps Rita uncover her identity, leading them into a web of intrigue involving Hollywood auditions, shadowy figures, and bizarre subplots (like a bungled hit job or a terrifying encounter behind a diner).

Naomi Watts in Mulholland Drive as Betty in pink sweater

About two-thirds in, the narrative abruptly shifts: characters’ identities flip, and we follow Diane Selwyn (Watts again) and Camilla Rhodes (Harring again) in a grimier, more fragmented reality involving jealousy, betrayal, and despair.

If you knew this going in, the film would make a bit more sense, but it also would soften the experience, which is meant to disorient and confuse the audience. I’m eager to watch the film again and experience how it lands a second time through.

Watts and Harring are stunning in the film. They’re both beautiful of course, but they both contribute to layers of sensuality and eroticism that permeate the film. And they brilliantly portray their dreamlike and then reality-based characters. This manifests in many ways, not least of which is the contrast in their two love scenes.

Watts has described the film as a life-changing moment. “That’s why I will never forget what David Lynch did for me. When he cast me in Mulholland Drive, I was literally at the lowest place, and yet he managed to pull away all those masks.” – IMDb She was simply brilliant here, with the contrast between the wide-eyed Betty and the broken and bitter Diane Selwyn.

Harring was a revelation. She had that haunting beauty needed for the role, but also managed to pull off two characters as well. She credits Lynch for her performance. “Lynch told me to ‘walk like a broken doll’… ‘There’s a cloud following you wherever you go, like a dark black cloud that’s very scary.’”

Laura Harring as Rita in Mulholland Drive

For his part, Lynch has always been famously reticent about explaining the full meaning of the film, preferring to let viewers interpret it personally. He has described it as “a love story in the city of dreams” and emphasized its emotional and intuitive origins. Lynch explained: “I always try to tune into those first ideas and let them talk to me, and follow them wherever they lead . . . I guess the initial spark for the film was the name, Mulholland Drive; the signpost in the night, partially illuminated for a couple of moments by the headlights of a car.”

In the end, the film is a brilliant depiction of Hollywood as a city of dreams that can crush the spirit of many who dream of stardom. Now on the more films by David Lynch . . .

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