In a move that's sure to bolster its roster of lifestyle shows, 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, coming hot on the heels of a competitive bidding war, underscores the growing value of millennial-targeted content in the podcasting world. Sources close to the negotiations describe it as a "massive" pact, one that positions the sisters' daily morning show for even broader reach.
The Oshry siblings, known for their witty banter on pop culture and celebrity gossip, have built The Toast into a juggernaut since its 2017 launch. Indeed, the podcast has already racked up over 100 million streams on Spotify alone, cementing its status as a go-to for young listeners starting their day. This renewal follows an initial partnership back in 2022, when Dear Media first acquired exclusive ad rights to the entire Toast News Network, including spin-offs from figures like Josh Peck. However, details of the financial terms remain under wraps, though the involvement of powerhouse agency WME suggests a hefty sum was involved.
What makes this deal particularly noteworthy is the fierce competition it overcame. Rivals like SiriusXM and iHeartMedia reportedly threw their hats in the ring, eager to snag the show's loyal audience. For Dear Media, led by CEO Michael Bosstick, retaining The Toast aligns with its strategy of expanding into women's entertainment and culture spaces. The company, which has been criticized in some circles for leaning heavily into influencer-driven content, now gets to leverage the Oshrys' advisory roles in future digital expansions. Moreover, this pact includes investments tied to the sisters' cocktail brand, Spritz Society, blurring lines between media and commerce in intriguing ways.
Yet, as podcast deals grow ever larger, questions linger about sustainability in a crowded market. Will this renewal propel The Toast to new heights, or simply maintain the status quo amid shifting listener habits?