From Adweek · Mark Stenberg · · 1m 40s
Alex Cooper's Unwell expands with four new YouTube shows
The podcast network is doubling down on video and building a diversified media company with 14 active shows and nearly 100 million followers.
In brief
The podcast network is doubling down on video and building a diversified media company with 14 active shows and nearly 100 million followers. Top podcast creators are becoming media executives, building multiple revenue streams and platforms rather than relying on a single show. Originally reported by Adweek.
Unwell adds four shows this fall
Alex Cooper's podcast network is launching Petticoat Revolution, Chronically Out of Line, and Dani's Side Quest, plus a new season of Me and Who Els. All four shows debut on YouTube.
YouTube is now the top podcast platform
37% of weekly podcast listeners named YouTube their most-used service in 2026, up from 31% two years ago. Unwell's shift to video-first podcasting reflects this industry-wide trend.
Unwell is now a media company
The network has 14 shows in active production with nearly 100 million combined followers across platforms. Unwell recently secured a $500 million valuation from investment firm WTSL.
Top creators are becoming executives
Creators like Cooper increasingly build staffing, intellectual property, and revenue streams beyond their original platforms. This mirrors a broader shift in the podcast industry toward diversified media companies.
“It always starts with talent and audience connection. With existing shows, our job is to amplify what's already working.”
Cooper commands massive podcast deals
Cooper joined Spotify for $60 million over three years in 2021, then moved to SiriusXM for $125 million over three years. She's now a key player in ongoing talent wars across the podcast industry.
Platforms are poaching top creators
Netflix, YouTube, and Spotify are competing aggressively for exclusive talent. YouTube began offering multi-million-dollar deals in August to keep top creators exclusive to the platform.
Here's the gist
Top podcast creators are becoming media executives, building multiple revenue streams and platforms rather than relying on a single show.
