The reason why every TV series has its own podcast now They’re called companion podcasts, and they’re used to promote projects in an innovative way
In recent years streaming platforms have increasingly focused on the so-called companion podcasts, i.e. audio or video content that follows the development of a given TV series produced by the same production companies. These are official productions designed to keep viewers engaged and offer insights that do not fit into individual episodes.
One of the earliest examples of this format dates back to 2019, when HBO launched the podcast dedicated to Chernobyl. Since then, the phenomenon has grown enormously: several platforms have started producing podcasts linked to their own series, leading to increasingly frequent releases. Even Netflix has recently adopted this strategy, with a podcast released alongside the fourth season of Bridgerton.
How they work
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For a long time, companion podcasts were aimed mainly at the American audience. In recent months, however, the model has also begun to spread in Europe. In Italy, for example, Sky produced a video podcast to accompany the launch of Gomorrah – Origins, while Netflix chose a similar approach to promote Two Pennies, the new animated series by Zerocalcare.
The distribution of these products varies depending on the project. Some companion podcasts remain available only within the platforms that produce them, while others are also published on YouTube and on major music streaming platforms such as Spotify and Apple Music. The release schedule also varies from series to series: in some cases episodes are released between one TV episode and the next, in others they accompany full batches of episodes; there are also companion podcasts that are released even before the series itself, with the aim of generating curiosity among viewers.
Why companion podcasts are so popular
One of the elements of companion podcasts that most attracts audiences is the presence of the lead actors of the respective TV series, who also discuss the development of their characters. Some podcasts stand out because they also involve external professionals. In the case of the companion podcast for The Pitt, for example, real doctors take part, analyzing the procedures shown in the series and explaining how realistic they are.
Other projects focus on production aspects: in the podcast dedicated to Peacemaker, the series creator and several cast members explain how certain scenes were made, discuss the creative choices made during filming, and answer questions sent by the audience. From a business perspective, companion podcasts are a fairly effective and relatively low-cost promotional tool. Although they are primarily created to support individual series, in some cases these products can turn into highly appreciated video essays for viewers — however, since companion podcasts are produced directly by the platforms, they rarely include critical evaluations of the respective TV series.