Amazon has announced a significant multi-year deal with Oprah Winfrey, focusing on video podcasts and exclusive content. The collaboration will involve the production of biweekly video podcasts starting this summer, as well as special projects under Winfrey’s well-known "Favorite Things" and "Book Club" brands. Additionally, the agreement includes repurposing content from Winfrey’s 25-season library of The Oprah Winfrey Show, according to Amazon’s press release.
The partnership highlights Amazon’s increasing investment in the video podcast arena. This move mirrors the company’s previous $100 million agreement for Jason and Travis Kelce’s podcast, New Heights, in 2024. Through this new collaboration, Amazon aims to leverage its extensive platform to amplify Winfrey’s influential voice.
"Oprah Winfrey has built one of the most iconic, timeless brands in the world, spanning television, publishing, and beyond", said Steve Boom, Amazon’s Vice President of Audio, Twitch, and Games. "Through this collaboration with Harpo Entertainment, we are bringing her voice to more people and expanding how her audiences engage with Oprah in ways only Amazon can deliver."
The video podcasts will be accessible across multiple Amazon services starting in July, including Prime Video, Amazon Music, Fire TV Channels, and Audible. Winfrey expressed her enthusiasm for the venture and its global potential. "Hosting this podcast allows me to continue the work I feel called to do – opening the door for conversations that matter", she said in a statement to The New York Times. "Expanding our reach globally is an opportunity I embrace, as we continue to connect through stories that invite new ways of seeing and, hopefully, deepen understanding."
Beyond podcasting, Amazon plans to further promote Winfrey’s popular Book Club, which celebrates its 30th anniversary this September. The partnership also aligns with Winfrey’s ongoing work in film production and her personal wellness journey, including her use of GLP-1 drugs.
In a strategic move last August, Amazon restructured its podcast division, Wondery, into two distinct businesses. Sales and advertising revenue from the new podcast series will reportedly be shared between Winfrey and Amazon.
This collaboration underscores Amazon’s ambition to expand its audio and video content offerings while capitalizing on the enduring appeal of Oprah Winfrey’s brand. With her vast influence and storytelling prowess, the partnership is poised to engage audiences in a fresh, innovative way.