“What podcasts and particularly Gimlet podcasts do is all the elements of incredible narrative. Now, they’re just adding sight, sound and motion,” said Grant Gittlin, chief growth officer at advisory firm MediaLink.
The podcasts provide Gimlet with established intellectual property to make TV networks and streaming services more willing to bet on its productions. They also offer a built-in audience to market those shows and films. Gimlet is positioned to increase its value as a production-plus-marketing partner for its TV and film programming through its recent hire of former Netflix and Hulu marketing executive Jenny Wall as chief marketing officer.