Talent agencies increasingly sign podcasters as live shows boost the medium

Talent agencies that once focused on film and music stars are now courting podcasters, treating them as "creators" with unique audience ownership. United Talent Agency (UTA) highlighted its strategy of pairing data-driven insights from its Audio IQ division with the creators' own vision to plan live tours, from venue selection to ticket pricing. The agency’s live-tour specialists coordinate production, merchandising and sponsorship, ensuring that shows feel like community events rather than concerts.

High-profile podcasts such as My Favorite Murder, Crime Junkie and Serial are already touring major venues, with some shows earning millions, as illustrated by Kill Tony’s $11 million tour. Other leading firms—Creative Artists Agency, William Morris Endeavor, Independent Artist Group and the Gersh Agency—are also adding top-ranking podcasts to their client lists, signaling a broader industry shift toward monetizing audio content through in-person experiences.