Versant Pursues Deal for Vox Media's Podcast Business

Versant, the parent company of CNBC and MS NOW, is looking to expand beyond cable TV.

Mar. 27, 2026 at 3:38pm

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Versant, the newly formed parent company of CNBC and MS NOW, is in talks to acquire the podcast network owned by Vox Media. The podcast network, which produces around 40 shows, is just one part of Vox Media's business that has attracted multiple suitors, with some companies also interested in Vox's portfolio of websites and New York magazine. Versant is looking to grow beyond its highly profitable but fading cable TV businesses and aims to have one-third of its revenue come from non-pay-TV sources in the next 3-5 years.

Why it matters

This potential deal highlights the growing importance of podcasts as a key part of media companies' strategies to diversify beyond traditional cable TV. Versant sees podcasts as a way to reach new audiences and generate additional revenue streams, while Vox Media views its podcast network as a valuable asset that could attract suitors.

The details

Versant is one of multiple companies in talks to acquire Vox Media's podcast network, which produces around 40 shows. The negotiations are still in the early stages and may not result in a deal. Vox Media had previously opted to explore a sale of its podcast division, which is seen as a bright spot in the company's portfolio. For Versant, the acquisition would be part of its efforts to grow beyond its highly profitable but fading cable TV businesses, with a goal of having one-third of its revenue come from non-pay-TV sources in the next 3-5 years.

  • Versant spun out from Comcast earlier this year.
  • Versant has made other acquisitions since its debut on the Nasdaq, including Free TV Networks and INDY Cinema Group.

The players

Versant

The newly formed parent company of CNBC and MS NOW that is looking to expand beyond its cable TV businesses.

Vox Media

A media company that owns a portfolio of websites including Vox.com, The Verge and Eater, as well as New York magazine and a podcast network.

Mark Lazarus

The chief executive of Versant who has said he wants roughly one-third of the company's revenue to come from sources besides pay-TV in the next three to five years.

Jim Bankoff

The chief executive of Vox Media who has previously used the company's websites as a selling point for attracting podcast hosts.

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What they’re saying

“Other podcast networks can't offer these journalistic platforms that provide promotion and provide synergy.”

— Jim Bankoff, Chief Executive, Vox Media

What’s next

If a deal is reached, Versant would look to integrate Vox Media's podcast network into its existing audio businesses around its cable news channels.

The takeaway

This potential acquisition highlights the growing importance of podcasts as a key part of media companies' strategies to diversify beyond traditional cable TV and reach new audiences. It also demonstrates Versant's ambition to transform itself beyond its highly profitable but fading cable TV businesses.