In a swift move that underscores the booming podcast landscape, Dear Media has clinched a substantial three-year renewal deal with sisters Claudia and Jackie Oshry for their flagship show, The Toast. The agreement, finalized after what sources describe as a fierce bidding war involving heavyweights like SiriusXM and iHeart, keeps the daily pop culture staple firmly in Dear Media's portfolio. Indeed, the Oshrys' podcast has evolved into a millennial morning ritual, racking up over 100 million streams on Spotify alone and drawing a loyal audience hooked on its blend of celebrity gossip, personal anecdotes, and unfiltered commentary.
The deal, negotiated by powerhouse agency WME, not only secures exclusive ad rights for Dear Media but also positions the Oshry sisters as key advisers for broader content expansion. This comes at a time when podcast networks are scrambling to retain top talent amid rising listener numbers and lucrative sponsorship opportunities. However, one can't help but wonder if such consolidations might dilute the raw, independent vibe that first propelled The Toast to prominence back in 2017, when it launched as The Morning Toast under the sisters' fledgling Toast News Network.
Moreover, the renewal builds on a partnership that began in 2022, when Dear Media first acquired ad rights to the entire Toast News Network, including shows from guests like actor Josh Peck. That initial pact even included an investment in the Oshrys' cocktail brand, Spritz Society, hinting at the multifaceted synergies at play. Yet, as streaming platforms pour resources into audio content, this latest commitment feels like a calculated bet on sustained cultural relevance—though the sisters' signature irreverence remains a wildcard in an increasingly corporate media ecosystem.
Financial details remain under wraps, but industry insiders peg the value as "massive," reflecting The Toast's impressive growth trajectory. For now, fans can expect more of the same witty banter that has defined the show, even as the lines between creator and conglomerate blur. What does this mean for the future of unscripted audio voices in a market driven by deals like these?