In a move that underscores the booming podcast market, Claudia and Jackie Oshry's popular show The Toast has signed a substantial three-year renewal with Dear Media. The deal, finalized after what sources describe as a fierce bidding war, keeps the sisters' daily morning staple firmly in the network's portfolio. Indeed, competitors like SiriusXM and iHeartMedia threw their hats in the ring, but Dear Media emerged victorious, solidifying its position in the lifestyle and entertainment space.
The Oshry siblings, known for their witty banter and millennial-focused takes on pop culture, have built The Toast into a juggernaut since its 2017 launch. The podcast has now surpassed 100 million streams on Spotify alone, drawing a loyal audience that tunes in for everything from celebrity gossip to lighthearted life advice. This renewal, negotiated by WME, not only extends their partnership but also hints at expanded opportunities, though financial details remain under wraps. However, the pact arrives at a time when podcast ad revenue is under scrutiny, with some industry watchers questioning the sustainability of such high-stakes investments.
Looking back, Dear Media first acquired the Toast News Network—encompassing The Toast and related shows—in 2022, rebranding the flagship program and integrating it into their roster of female-led content. That initial deal included exclusive ad rights and even an investment in the Oshrys' cocktail brand, Spritz Society. Now, three years later, the renewal feels like a vote of confidence in the show's enduring appeal, even as streaming platforms grapple with shifting listener habits.
Moreover, this agreement could signal broader trends in digital media, where established voices like the Oshrys command premium deals amid a crowded field. Yet, with economic pressures mounting, one wonders if such renewals will continue to fuel innovation or merely consolidate power among a few networks. As the audio industry navigates these waters, deals like this one invite closer examination of what's next for creators and audiences alike.