How Podcasts Are Becoming Hollywood’s New Development Pipeline

Audio storytelling is emerging as a powerful tool for testing and developing film and television content, as evidenced by a growing number of podcast adaptations. Latino-focused podcast network Sonoro has taken note and is leading the charge.

Hollywood's Billion-Dollar Bet On Adaptations

"The Lord of the Rings: The Fellowship of the Ring." Pictured is Best Supporting Actor nominee Ian ... [+] McKellen (L) as Gandalf with Elijah Wood as Frodo. (Photo by New Line/WireImage)

WireImage

The entertainment industry has long mined various media for adaptation opportunities, from novels to comic books. The strategy has paid off handsomely: according to Box Office Mojo, The Lord of the Rings trilogy grossed $2.9 billion worldwide, while Statista reports that the Marvel Cinematic Universe has generated over $31 billion globally, making it the highest-grossing film franchise to date.

Now, podcasting is positioning itself as Hollywood's latest testing ground for fresh content. "Audio is exciting from a testing standpoint. You can see what resonates with listeners, which characters they love, and what moments drive engagement," says Camila Victoriano, chief content officer at Sonoro.

Camila Victoriano (Sonoro Co-Founder & Chief Content Officer)

Skandia Shafer Sonoro's Latino-First Approach

Since its 2020 launch, Sonoro has focused on creating premium, Latino-focused content that speaks to multicultural audiences often underrepresented in traditional media. The company's U.S. audience primarily falls between ages 25 to 34, with 96% engaging with streaming TV—suggesting significant potential for platforms like Amazon, Apple and Netflix.

"Latinos are not a monolith, so we've made a deliberate effort to bring nuance to our storytelling," Victoriano says. The company maintains partnerships with more than 300 Latino writers, hosts and producers from 14 countries, ensuring authentic representation of the global Latino community.

How Podcast Adaptations Are Becoming Hollywood's Next Gold Mine

Princess of South Beach podcast

Image Courtesy of Sonoro Media

One of Sonoro's standout projects, Zone of Silence, demonstrates the company's innovative approach. This sci-fi podcast, developed with Mario Lopez and Eric Winter, draws inspiration from Mexico's version of the Bermuda Triangle. It serves as a prequel to an upcoming procedural drama—one of nearly a dozen Sonoro projects in active TV and film development. Netflix is also developing a show based on the Sonoro podcast Princess of South Beach.

The podcast-to-screen pipeline has already proven successful in the past. Amazon's Homecoming and Apple's The Shrink Next D oor, starring Will Ferrell and Paul Rudd, showcased how podcasts can attract A-list talent and translate into compelling television. True-crime podcast adaptations have been particularly successful: Wondery's Dr. Death accumulated more than 50 million downloads before becoming a Peacock series starring Alec Baldwin and Christian Slater, while Dirty John's TV adaptation on Bravo drew 2.9 million viewers for its premiere episode.

Data-Driven And Opening Doors For New Voices

What sets podcasting apart is its data-driven approach to storytelling. "When we see episodes that spike in listenership or specific characters that fans love, that informs how we develop the story for the screen," Victoriano explains. This iterative process helps minimize risk and maximize creative potential.

Love and Noraebang podcast by Sonoro Media

Image Courtesy of Sonoro Media

Consider Sonoro's Lavender You, a K-drama-style romantic comedy featuring Randall Park and Justin Min. The podcast topped charts in Mexico, the U.S. and Korea, demonstrating the global appeal of such narratives. "When listeners comment on social media about their favorite moments or characters, we pay attention. This feedback is gold when refining stories for other mediums," says Victoriano.

The medium's accessibility and relatively low production costs make it ideal for testing bold ideas without significant financial strain. For creators from underrepresented backgrounds, podcasting can serve as a powerful portfolio piece. "We're proving these stories can come from writers who have historically been ignored or underestimated," Victoriano notes.

Podcast Listeners Are Reshaping Hollywood's Future

The potential for growth appears substantial. Pew Research reports that as of 2023 approximately 42% of Americans over 12 listened to a podcast during the past month, with numbers expected to rise. As the entertainment industry continues its search for fresh, engaging content, the role of podcast adaptations in the development pipeline seems poised to expand.

"Audio is just the start," Victoriano says. "The real magic happens when these stories come to life across mediums, reaching audiences in ways we never thought possible."