In a move that's sure to bolster its roster of lifestyle hits, Dear Media has inked a substantial three-year deal to keep Claudia and Jackie Oshry's popular podcast The Toast under its umbrella. The announcement, fresh off the presses this week, comes after what sources describe as a fierce bidding war involving heavyweights like SiriusXM and iHeart. Indeed, the Oshry sisters, known for their snappy morning banter on pop culture and celebrity gossip, have turned their show into a millennial staple since launching back in 2017.
The pact, negotiated through WME, underscores the podcast's explosive growth—it's already clocked over 100 million streams on Spotify alone. Dear Media, which first partnered with the sisters' Toast News Network in 2022, will retain exclusive ad rights and push for broader content expansion. Jackie and Claudia, often dubbed the "Girl With No Job" duo from their early days, will advise on digital strategies too. However, details on the financials remain under wraps, though insiders hint at a "massive" sum that reflects the show's daily draw.
This renewal isn't just about keeping the lights on; it's a bet on the enduring appeal of unfiltered, bite-sized commentary in an era where podcasts are gobbling up audio real estate. The Toast has evolved from a rebranded morning show to a network including voices like Josh Peck and Lauren Elizabeth, all now tied tighter to Dear Media's portfolio. Moreover, the deal includes an investment in the sisters' cocktail venture, Spritz Society, blending media savvy with entrepreneurial flair.
Yet, as podcast landscapes shift with bigger players circling, one wonders if this lock-in will spark even more innovation or just steady the ship amid rising competition.