Amazon has denied reports that it is shutting down Wondery, the podcast studio it acquired in 2020.

The company told that Wondery will continue producing creator-led podcasts under its brand. However, teams focused on narrative podcasts will be merged with Audible.

Wondery, known for shows like Dr. Death and American Scandal, will see its narrative operations combined with Amazon’s audiobook unit.

Amazon said the move responds to shifts in the podcast industry, including growing demand for video-focused, creator-led content.

The restructuring aims to help Amazon compete with Spotify and YouTube, which are investing heavily in video podcasting.

🔗 Source: TechCrunch

🧠 Food for thought

1️⃣ Video-first podcasting is forcing content creators to specialize by format

Amazon’s restructuring of Wondery reflects a broader industry shift toward video that’s making different podcast formats incompatible under one strategy.

YouTube has become the preferred platform for 31% of podcast listeners compared to Spotify’s 27%, driving platforms to prioritize video capabilities 1. However, not all podcast formats translate effectively to video. Narrative and intimate genres face particular difficulties adapting to visual formats 2.

This explains why Amazon is splitting Wondery’s operations, moving narrative shows like “Dr. Death” to audio-focused Audible while keeping creator-led content under the video-forward Wondery brand.

The decision recognizes that narrative podcasts, which built Wondery’s reputation as a storytelling powerhouse since its founding, require different production approaches than personality-driven creator shows 3.

2️⃣ Premium narrative content is migrating to subscription audio platforms

Amazon’s move to combine Wondery’s narrative studio with Audible signals that high-production storytelling podcasts are becoming subscription revenue plays rather than advertising-supported content.

Wondery originally built its business on scripted series like “Dirty John,” which garnered over five million listens and secured television adaptation deals 4. These productions require significant upfront investment in writing, talent, and post-production that differs markedly from creator-led shows.

By moving this content to Audible, Amazon is betting that subscribers will pay premium prices for polished audio dramas, similar to how Netflix positions original series as subscription drivers.

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