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With Big Stars and Paid Subscriptions, Luminary Aims to Be the Netflix of Podcasts
New York TimesLOS ANGELES — Patti LuPone as a bebop-singing junkie nun in John Cameron Mitchell’s musical follow-up to “Hedwig and the Angry Inch.” A new show from Lena Dunham called “The C-Word.” Series from Conan O’Brien, Malcolm Gladwell and Trevor Noah.
It sounds like the latest programming blitz from Netflix. But this lineup — more than 40 exclusive shows, all without ads — has nothing to do with video. The offerings come from a podcast start-up called Luminary that has emerged from stealth mode to unveil nearly $100 million in funding and a subscription-based business model that it hopes will push the medium into a new phase of growth.
“We want to become synonymous with podcasting in the same way Netflix has become synonymous with streaming,” Matt Sacks, Luminary’s co-founder and chief executive, said in an interview. “I know how ambitious that sounds. We think it can be done, and some of the top creators in the space agree.”
Mr. Sacks, 28, was referring to Guy Raz, known for “How I Built This” and other hit podcasts; Leon Neyfakh, the “Slow Burn” creator and host; and Adam Davidson, a force behind “Planet Money,” the award-winning NPR podcast. All three men have signed on with Luminary for their next shows, which will roll out exclusively on the company’s app in the coming months.
It sounds like the latest programming blitz from Netflix. But this lineup — more than 40 exclusive shows, all without ads — has nothing to do with video. The offerings come from a podcast start-up called Luminary that has emerged from stealth mode to unveil nearly $100 million in funding and a subscription-based business model that it hopes will push the medium into a new phase of growth.
“We want to become synonymous with podcasting in the same way Netflix has become synonymous with streaming,” Matt Sacks, Luminary’s co-founder and chief executive, said in an interview. “I know how ambitious that sounds. We think it can be done, and some of the top creators in the space agree.”
Mr. Sacks, 28, was referring to Guy Raz, known for “How I Built This” and other hit podcasts; Leon Neyfakh, the “Slow Burn” creator and host; and Adam Davidson, a force behind “Planet Money,” the award-winning NPR podcast. All three men have signed on with Luminary for their next shows, which will roll out exclusively on the company’s app in the coming months.
https://luminarypodcasts.com/shows
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