Platform throws down the gauntlet against the likes of Netflix, Apple TV+ and Amazon Prime Video
a new, scripted podcast featuring several prominent actors playing characters from Gotham City. The majority of the 10-episode audio series will be available exclusively on HBO Max.Joshua Walker, chief strategy officer at AT&T’s HBO Max, described the Batman podcast — which stars Jeffrey Wright, Rosario Dawson and John Leguizamo — as an experiment.
Across the fiercely competitive landscape, other streamers are also taking podcasts more seriously. In July, Netflix hired a former Apple executive to run its podcasting business and has discussed making original, stand-alone podcasts that could be adapted into new TV series. Amazon.com, owner of Amazon Prime Video, has been stepping up investment in the field as well.
In the past few years, HBO Max and its rival, Netflix, have been building a growing portfolio of what are called companion podcasts — a form of marketing in which the hosts discuss, promote and analyse in depth a new original series from the streaming service or a related genre. Companion podcasts can be especially useful for HBO Max, which unlike Netflix typically releases episodes of shows weekly and needs ways to keep fans engaged. Among subscribers, listeners of HBO Max podcasts watch more than twice as much programming on the service as those who don’t.
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