Chris Ryan, Joanna Robinson, and Mallory Rubin are the driving force behind “Talk the Thrones,” bringing their sharp cultural commentary and deep genre expertise to The Ringer's “House of R” network (a Spotify Podcast).
When “House of the Dragon” Season 2 premiered, the longtime collaborators knew exactly how to take their coverage to the next level—by bringing their passionate discussions to life through video. Here’s what they learned from the experience.
“House of R” has earned its place as the go-to podcast for fans seeking deep dives into beloved fictional universes. In 2016, they launched “Talk the Thrones,” a limited-run series focusing exclusively on “Game of Thrones.” The series struck such a chord with listeners that when “House of the Dragon” premiered, bringing back “Talk the Thrones” was a no-brainer.
For Season 2, the team wanted to push boundaries. While they'd experimented with video on YouTube and social media before, this was their chance to bring that visual experience directly to their Spotify fans.
Back in the day, when people used to talk about a water cooler show, what did that mean? You wanted to stand around and talk about it together. And video on Spotify allows us to tap into that in a very modern way in the podcasting era.
"Back in the day, when people used to talk about a water cooler show, what did that mean? You wanted to stand around and talk about it together," explains Mallory. "And video on Spotify allows us to tap into that in a very modern way in the podcasting era."
Their strategy paid off. After introducing video episodes on Spotify, “Talk the Thrones”’ following increased by 70%.
The show’s growth wasn't confined to a single platform, as its presence also expanded across YouTube, Instagram, and TikTok. Far from cannibalizing their existing audiences, video on Spotify helped “Talk the Thrones” tap into entirely new ones. "One of the many great things about the growth we experienced on Spotify was that it occurred in tandem with growth elsewhere. Our show reached more people across all of our channels simultaneously," explains Mallory.
As a series renowned for award-winning cinematography, "House of the Dragon" demands a medium that can do justice to its visual storytelling. By adding video, “Talk the Thrones” created an experience that was more on par with (or, at the very least, in the same realm as) the content they were discussing.
The impact was immediate, with 84% of new users actively consuming the show in the foreground (both listening and watching).
But there's something else to consider when it comes to long-form video content—giving viewers control over how they tune in makes all the difference. Seventy percent of the “Talk the Thrones” audience moved between watching and listening, diving into the videos when they had time to lean back and enjoy, then switching to audio for on-the-go moments. It's exactly the kind of flexibility fans expect, and one of Spotify’s top features.
For Joanna, the enhanced connection with fans was palpable. "The great thing about Spotify is that people are coming here for so many different reasons. Some are coming to listen to podcasts, now they're coming to watch podcasts, they're coming to listen to music and audiobooks. The great distinction for us being on Spotify is that we're reaching people who have their phone in their hands all the time. We're with them in their commutes, in their cars. We're in their ears when they're doing the dishes or taking walks. When we're on Spotify, we're in every part of your life."
The great thing about Spotify is that people are coming here for so many different reasons. Some are coming to listen to podcasts, now they're coming to watch podcasts, they're coming to listen to music and audiobooks. The great distinction for us being on Spotify is that we're reaching people who have their phone in their hands all the time. We're with them in their commutes, in their cars. We're in their ears when they're doing the dishes or taking walks. When we're on Spotify, we're in every part of your life.
This deeper connection translated into real-world impact. “Talk the Thrones”’ visual presence helped them expand beyond digital platforms, culminating in a sold-out live episode recording that brought their passionate community together in person.
“Talk the Thrones” shows what's possible when you bring video to Spotify. Whether your fans want to watch, listen, or both, you're giving them the power to engage with your content on their terms.
And with a community of users ready to dive deeper into the content they love, there's never been a better time to make the move to video.
Ready to start your video journey? Learn more about how and why to add video on Spotify.
