Russ: Beating a Spider-Man franchise by a two-to-one margin. In its second week.
Nadia: [beat] I'm Nadia.
Russ: And I'm Russ.
Nadia: And this is The Feed for Monday, August 31st. We've got three big stories today from the world of podcasts.
Russ: A homegrown audio epic is absolutely crushing a Marvel-backed series in the Korean charts.
Nadia: We're also breaking down a massive new streaming deal in Japan that could reshape the podcast landscape there.
Russ: And a rock and roll legend is backing a political podcast doc. The question is... will anyone actually listen?
Nadia: Alright, let's start in South Korea, where the audio charts are telling a fascinating story.
Russ: So this is the show you were teasing. An audio drama called 'The Odyssey' is holding the number one spot?
Nadia: Holding it and then some. Data from KOBIS, the Korean Film Council's tracker, shows 'The Odyssey' topped the charts for the weekend of August 28th through 30th.
Russ: Okay, but it's topping them over what?
Nadia: Over 'Spider-Man: Brand New Day,' the new serialized audio drama from Marvel. And as Variety reports, it's not even close.
Russ: How not close are we talking?
Nadia: 'The Odyssey' had a 37% market share, and 'Spider-Man' had just under 19%.
Russ: Whoa. [beat] That's... a beatdown.
Nadia: A total beatdown. We're talking a local production, based on a Greek epic, doubling the numbers of one of the biggest IPs on the planet.
Russ: But is it good? I mean, numbers are numbers. Is it just patriotic listening, or is the show actually compelling? Because I've tried some of these big-budget IP shows and they often feel... soulless.
Nadia: The reviews are phenomenal. It's a modern re-interpretation set in a futuristic, dystopian Seoul. Think Blade Runner meets Homer.
Russ: Okay, that I can get behind. So the lesson is, a well-told, culturally specific story can still beat a global franchise juggernaut.
Nadia: If you have the budget and the vision to execute it, yes. This wasn't a scrappy indie, Russ. This was one of the most expensive audio productions in Korean history.
Russ: Alright, on to this mega-deal in Japan. Nadia, you live for this stuff. Lay it on me.
Nadia: [laughs] I do. So, NBCUniversal and Japanese streamer U-Next just signed what Variety is calling a 'long-term strategic partnership.'
Russ: Which means what in plain English?
Nadia: It means Universal+, NBCU's international streaming brand, is now exclusive to U-Next in Japan. All their movies, shows, and—this is the key for us—their entire podcast slate, both back-catalog and future originals.
Russ: The whole library? So shows like 'Dateline' or those slow-burn true crime series they do... they're all behind the U-Next paywall now?
Nadia: Every single one. And they're co-producing new content, including Japan-specific podcasts. This is a massive consolidation play.
Russ: That seems... incredibly annoying. Why would they do that? You're shrinking your potential audience from 'everyone with a phone' to just 'people who pay for U-Next.'
Nadia: Because for U-Next, it's a huge differentiator. They're in a brutal streaming war with Netflix, Amazon Prime, and Disney+. This gives them an exclusive library of hit podcasts that no one else has.
Russ: But does it work? Are people really going to sign up for a video service just to listen to podcasts?
Nadia: That's the billion-dollar question. But for NBCUniversal, it's a guaranteed paycheck. Instead of fighting for ad dollars in the open market, they get a massive licensing fee from U-Next upfront. It de-risks their entire Japanese operation.
Russ: It feels like the listener gets the short end of the stick, as usual. More paywalls, more fragmentation.
Nadia: Maybe in the short term. But long-term, if U-Next starts funding big, ambitious Japanese-language shows that wouldn't otherwise get made... it could be a win for creators and listeners.
Nadia: Alright, our last story: a rock icon is getting into the podcast game, Pink Floyd's Roger Waters.
Russ: [surprised] Roger Waters? Don't tell me he's starting a podcast where he just complains about his old bandmates.
Nadia: [laughs] No, not quite. Variety has the exclusive that he's signed on as an executive producer for a new documentary, 'Freedom Theatre,' which has a podcast component.
Russ: 'Freedom Theatre'. What's that about?
Nadia: It's about The Freedom Theatre in the Jenin refugee camp in Palestine. The project, from filmmaker Rishi Pelham, follows their story of using art as a form of resistance.
Russ: Okay, so a serious, political, arts documentary. That's a... niche subject.
Nadia: Extremely niche. And that's exactly why Roger Waters's name is so important here.
Russ: Explain. Is his name just a stamp of approval, or is he actually doing anything?
Nadia: He's an Executive Producer, so he's not in the weeds editing tape. His role is to bring attention, and with it, funding and distribution, to a project that would otherwise be almost impossible to get made.
Russ: Right, because no ad network is lining up to sponsor a podcast about a Palestinian theater group.
Nadia: Exactly. But with Waters's name attached, a distributor might take a look. It gives it a signal boost that cuts through the noise.
Russ: I'm always skeptical of this. Does the celebrity name actually bring listeners, or does it just bring headlines? Like, will Pink Floyd fans actually tune in for this, or will they just see the headline and move on?
Nadia: It's a valid question. But in this case, Waters has a long history of political activism that aligns with the film's subject. It's not random. His audience is more likely to be receptive.
Nadia: So, to recap: a Korean-made audio drama, 'The Odyssey,' is demolishing Marvel's 'Spider-Man' series in the charts.
Russ: NBCUniversal is locking its entire podcast library behind a paywall in Japan in a huge deal with streamer U-Next.
Nadia: And Pink Floyd's Roger Waters is using his name to get a niche political documentary podcast, 'Freedom Theatre,' off the ground.
Russ: Before we go, Nadia, did you see that new AI-powered ad insertion tech that promises to match the emotional tone of the host's voice?
Nadia: [skeptical] Oh no. I did. So if you're talking about a tragedy, it won't suddenly blast a car horn and a jingle for mattresses?
Russ: That's the idea. But I can't wait for it to misread my sarcasm and insert an ad for antidepressants. It's gonna be a disaster. [laughs]
Nadia: And that's our show. We'll be back tomorrow with more from the business of podcasts.
Russ: In the meantime, what we're actually listening to... I just finished 'The Odyssey'—the real one, the Emily Wilson translation on Audible. It's fantastic. A good reminder that a great story is a great story, no matter the budget. See you tomorrow.
This show is made with AI: the hosts’ voices are synthetic and the scripts are AI-assisted. Every story links to its original source.