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Livestreaming Starts A New Era Of Talk Shows
Image courtesy of Assistants vs. Agents // Illustration by Kate Walker
A new crop of talent is turning to social media to launch talk shows that run the gamut from niche (insider Hollywood business) to very niche (the freight industry).
The Big Picture: The viewership of mainstream network TV talk shows has dropped by more than half in just 15 years, and they no longer command the cultural influence they once did. Maybe the way forward for the format is to go much, much smaller.
Behind The Broadcasts: Every topic may soon have its own talk show.
TBPN, the three-hour daily show hosted by Jordi Hays and John Coogan, is entirely focused on the insider-baseball aspects of Silicon Valley. Mark Zuckerberg, Mark Cuban, and Sam Altman have been recent guests.
Former sports talk personality Malcolm Harris launched What The Truck?!? — a show about the trucking and shipping industry that livestreams three times a week.
Car Dealership Guy, hosted by Yossi J. Levi, is entirely focused on… you guessed it… car dealerships and the broader automotive market.
Warner Bailey, known for his Assistants vs. Agents meme page and newsletter, is launching a weekly morning show about the entertainment business.
Breaking and Entering duo Geno Schellenberger and Jack Westerkamp are expanding their Instagram page and podcast into a three-times-a-week talk show focused on Madison Avenue.
Sign Off: These shows are taking full advantage of the creator economy, broadcasting on platforms like YouTube or X where hosts can respond to fans on-air, posting episodes as video podcasts, and then slicing them into clips. While these aren’t entirely new concepts, the popularity of niche topics suggests you can still win by serving a small audience.
It’s the era of cultural fragmentation, personalized algorithmic discovery, and hyper-engaged stans. In other words, the perfect conditions for a show geared toward car dealership owners to go viral.
Next Transmission: Executives across industries may soon have their own version of the press tour.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.