In today’s sports landscape, athletes are not just known for their performances on the field or court, but also for their presence in the media. One of the most rapidly growing trends in sports media is the athlete-led video podcast, where players have the opportunity to share their insights, interview teammates or other guests, and discuss rivalries.
A prime example of the success of athlete-led video podcasts is the “New Heights” podcast hosted by Philadelphia Eagles star Jason Kelce and his brother Kansas City Chiefs star Travis Kelce. This podcast has experienced a significant increase in viewership on YouTube and listenership on podcast platforms, garnering attention not only from football fans but also from a wider audience.
Recognizing the potential of this trend, Bleacher Report, the digital sports brand owned by Warner Bros. Discovery, has made it a priority to invest in video podcasts. They have signed up major athletes with engaging personalities to host their own podcasts, such as Buffalo Bills star Von Miller (“The Voncast”), Dallas Cowboys star Micah Parsons (“The Edge with Micah Parsons”), Los Angeles Dodgers all-star Mookie Betts (“On Base with Mookie Betts”), and University of Colorado star Travis Hunter.
Bennett Spector, the general manager of Bleacher Report, explains the strategic rationale behind this investment. They closely examine consumption trends and how sports fans engage with content, particularly the rising popularity of live and interactive video on platforms like YouTube and Twitch. By producing live video podcasts, Bleacher Report can generate multiple pieces of content to distribute on various platforms. The podcasts can be converted into video-on-demand (VOD) content, cut into smaller segments for social media channels, and even extracted into audio files for podcast platforms, allowing them to reach millions of people with just one piece of content.
This approach has been well received by athletes as well. Miller mentions how being recognized for his podcast instead of just his football career is a unique and exciting experience. Parsons values the podcast as a platform where he can speak freely and discuss topics important to him, with an emphasis on honesty and transparency. Bleacher Report plays a significant role in supporting the athletes by providing them with necessary equipment and staff to produce the podcasts. They also assist in distributing the podcasts across their own platforms, YouTube, podcast players, and other social channels.
What sets Bleacher Report’s strategy apart is their willingness to help athletes develop their broadcasting skills, potentially opening doors for traditional media roles in the future. Instead of taking a protective approach to their talent, Bleacher Report values the parallel path athletes can take with podcasting alongside more traditional media responsibilities. Spector mentions that Micah Parsons, for example, could also thrive in a studio environment doing an NFL post-show, showing how the two mediums can be complementary rather than mutually exclusive.
Looking ahead, Bleacher Report is already considering the next generation of video podcast talent. With the NBA and NHL seasons on the horizon, they plan to expand their podcast offerings in collaboration with their existing rights for NHL, NBA, MLB, March Madness basketball, and U.S. Soccer. This will create a flywheel of content that will be featured on their linear channels or their streaming service, Max.
In conclusion, athlete-led video podcasts have become a significant trend in sports media. Bleacher Report’s strategic investment in this area has proven successful, attracting athletes with captivating personalities and leveraging their content across various platforms. This approach not only benefits the athletes but also allows Bleacher Report to create a diverse range of engaging content for their audience. As the trend continues to grow, it will be interesting to see how athletes and media companies further capitalize on the opportunities presented by athlete-led video podcasts.