Amazon’s Swiftie Moment

Here’s a question that’s sure to divide your household: Is Amazon’s $100 million podcast deal with the Kelce brothers a bet on Travis Kelce marrying Taylor Swift? The consensus here at The Information is yes, for sure. While the Kelce brothers’ podcast, “New Heights,” was popular before Travis and Taylor became a thing, it really took off afterward. 

That implies that if the couple breaks up, the podcast’s audience is likely to shrink. Still, let’s get real. Executives at Amazon, which did the deal through its Wondery podcast publisher unit, likely aren’t sweating over every tabloid report about the pair. This is reportedly a three-year deal, which implies a cost of $33 million a year, an infinitesimal amount for a company whose daily revenue runs at $1.6 billion.