Streaming platforms produce companion podcasts to promote TV series

Streaming platforms like Hulu, Disney+, HBO, and Netflix are increasingly producing companion podcasts for their TV series. These podcasts feature actors and creators discussing behind-the-scenes details, character analysis, and exclusive anecdotes. Examples include the official podcast for The Pitt, which includes real doctors verifying medical accuracy, and Peacemaker, hosted by creator James Gunn. HBO pioneered the format in 2019 with a Chernobyl podcast. Since then, Hulu and Disney+ have released nine companion podcasts, HBO ten between 2025 and 2026, and Netflix its first in January 2026 for Bridgerton season four. Italian platforms have also experimented, with Sky producing a podcast for Gomorra – Le Origini and Netflix for Zerocalcare's Due spicci. Most podcasts are available on YouTube, Apple Music, and Spotify, generating additional revenue. Episodes typically last around an hour, with HBO's averaging 50 minutes. Media strategist Steven Goldstein notes these are low-cost promotional tools compared to traditional TV appearances. However, the podcasts lack critical perspectives as they are produced internally by the platforms.