In a move that's sure to solidify its place in the crowded podcast landscape, Claudia and Jackie Oshry's hit show The Toast has locked in a substantial three-year deal to remain under the Dear Media umbrella. The announcement, fresh off the presses this week, comes after what insiders describe as a fierce bidding war involving heavyweights like SiriusXM and iHeart. Indeed, the Oshry sisters, known for their sharp-witted daily dives into pop culture and millennial life, have turned their morning ritual into a streaming powerhouse.
The pact, brokered by the powerhouse agency WME, ensures Dear Media retains exclusive ad rights for The Toast and its growing network of shows. This isn't just a simple extension; it's a bet on the podcast's enduring appeal, especially as it has already racked up over 100 million streams on Spotify alone. Jackie and Claudia, who started the show back in 2017 as a casual chat between siblings, have evolved it into the go-to for quick, irreverent news bites. However, the deal also hints at broader ambitions—expect more cross-promotions and perhaps even live events to expand their reach.
Dear Media, the female-focused network that's built a reputation for lifestyle and entertainment pods, sees this as a cornerstone victory. Under CEO Michael Bosstick, the company has been aggressively curating content that resonates with women in their 20s and 30s, and The Toast fits that mold perfectly, if not a tad edgily. Moreover, the renewal underscores the podcast's commercial muscle; financial details remain under wraps, but the competitive frenzy suggests a figure well into seven figures annually. Yet, one can't help but wonder if this level of success will dilute the sisters' unfiltered charm or propel it further.
Still, in an industry where attention spans are fleeting, this deal positions The Toast for sustained influence. What does the future hold for these podcast siblings in a media world that's always shifting?