Fox News lands licensing deal with popular ''Ruthless'' podcast as part of expansion into new media

Published in Automotive and Transportation on Tuesday, July 15th 2025 at 13:04 GMT by Fox News
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FOX News Media announced Tuesday a licensing deal with the popular "Ruthless" podcast, hosted by Josh Holmes, Comfortably Smug, Michael Duncan and John Ashbrook.

In a detailed article published on Fox News' website, titled "Fox News lands licensing deal with popular 'Ruthless' podcast as part of expansion into new media," the network announced a significant step in its ongoing efforts to broaden its digital presence and engage with younger, tech-savvy audiences. The piece, authored by Brian Flood and published on October 24, 2023, outlines Fox News Media's newly forged licensing agreement with the "Ruthless" podcast, a popular conservative-leaning political commentary show. This partnership is framed as a strategic move to expand Fox News' footprint in the rapidly growing podcasting and new media landscape, aligning with the network's broader goal of diversifying its content delivery platforms beyond traditional television broadcasting.

The "Ruthless" podcast, hosted by Josh Holmes, Michael Duncan, and John Ashbrook—often referred to collectively as "the fellas"—has garnered a substantial following since its launch in 2020. The show is known for its irreverent tone, sharp political analysis, and a blend of humor and insider perspectives on Republican politics. Holmes, a veteran GOP strategist and former chief of staff to Senate Majority Leader Mitch McConnell, brings a wealth of political expertise to the podcast, while Duncan and Ashbrook contribute their own unique insights and comedic flair. The podcast has cultivated a loyal audience, particularly among younger conservatives, through its unfiltered discussions on current events, campaign strategies, and cultural issues, often featuring high-profile guests from the political and media spheres. Its tagline, "Variety program for the true American patriot," encapsulates its mission to entertain while informing its listeners about the intricacies of American politics from a right-leaning perspective.

Under the terms of the licensing deal, Fox News Media will handle the distribution, sales, and marketing of "Ruthless," integrating the podcast into its growing portfolio of digital content. This move allows Fox News to tap into the podcast's established audience while providing the "Ruthless" team with access to Fox's extensive resources and promotional capabilities. Importantly, the agreement does not appear to alter the creative control or editorial independence of the podcast, which has been a key factor in its appeal to listeners who value its authenticity and unscripted nature. The partnership is described as a "win-win" by both parties, with Fox News gaining a foothold in the podcasting space and "Ruthless" benefiting from increased visibility and potential revenue streams through Fox's advertising and sponsorship networks.

Fox News Media CEO Suzanne Scott emphasized the strategic importance of this deal in the article, noting that the network is committed to "meeting audiences where they are" by investing in innovative content formats like podcasts. Scott highlighted the alignment between Fox News' mission to deliver trusted news and commentary and the "Ruthless" podcast's approach to engaging listeners with thought-provoking discussions. She also pointed to the podcast's success in resonating with a demographic that is often elusive for traditional media outlets—younger conservatives who consume content primarily through digital and on-demand platforms. This demographic focus is a critical component of Fox News' broader expansion into new media, as the network seeks to remain relevant in an era where streaming services, social media, and podcasts are increasingly shaping public discourse.

The article also contextualizes this licensing deal within Fox News' larger digital strategy. Over the past few years, the network has made concerted efforts to diversify its offerings beyond its flagship cable news channel. This includes the launch of Fox Nation, a subscription-based streaming service that features original programming, documentaries, and opinion shows tailored to conservative audiences. Additionally, Fox News has invested in other podcast ventures, such as "The Five Podcast," which extends the popular roundtable discussion show into an audio format, and "Fox News Podcasts," a platform hosting a variety of shows covering politics, culture, and lifestyle topics. The acquisition of "Ruthless" is seen as a natural progression of these efforts, further solidifying Fox News' presence in the audio content space, which has exploded in popularity due to the convenience and accessibility of podcasts for busy, on-the-go listeners.

Industry experts quoted in the article provide additional insight into the significance of this partnership. They note that podcasting has become a vital medium for political discourse, offering a more intimate and long-form alternative to the often soundbite-driven nature of television news. For conservative media outlets like Fox News, podcasts represent an opportunity to deepen engagement with their base while also reaching new listeners who may not tune into traditional broadcasts. The "Ruthless" podcast, with its blend of humor, insider knowledge, and unapologetic conservatism, is particularly well-positioned to appeal to this audience, making it a valuable asset for Fox News as it seeks to compete with other media giants and independent creators in the crowded podcasting market.

The article also delves into the broader trends shaping the media landscape, particularly the shift toward digital and on-demand content consumption. Citing data from industry reports, it notes that podcast listenership in the United States has grown exponentially over the past decade, with millions of Americans tuning in weekly to shows across a wide range of genres. Political podcasts, in particular, have seen a surge in popularity during election cycles and periods of heightened partisan tension, as listeners seek out perspectives that align with their values or challenge their assumptions. For Fox News, partnering with a podcast like "Ruthless" allows the network to capitalize on this trend, leveraging the format's ability to foster a sense of community and loyalty among listeners.

From the perspective of the "Ruthless" team, the partnership with Fox News represents an opportunity to scale their operation without compromising the core elements that have made their show successful. Josh Holmes, speaking on behalf of the podcast, expressed enthusiasm about the deal, stating that aligning with Fox News would enable "Ruthless" to reach a wider audience while maintaining its unique voice and style. He also acknowledged the shared values between the podcast and Fox News, particularly their commitment to providing an alternative to what they perceive as a left-leaning mainstream media narrative. This synergy is expected to drive mutual growth, as "Ruthless" gains exposure through Fox News' platforms, and Fox News benefits from the podcast's credibility and appeal among younger conservatives.

The article concludes by framing the licensing deal as a microcosm of the evolving media landscape, where traditional outlets like Fox News must adapt to changing consumer habits to remain competitive. By embracing podcasting and other forms of new media, Fox News is positioning itself as a multi-platform content provider capable of meeting the needs of diverse audiences. The partnership with "Ruthless" is not just a business transaction but a statement of intent—a signal that Fox News is serious about innovation and willing to invest in talent and formats that resonate with the next generation of viewers and listeners. As the media industry continues to fragment and evolve, such strategic alliances may prove crucial for legacy brands seeking to maintain their influence in an increasingly digital world.

In summary, the Fox News article provides a comprehensive overview of the licensing agreement with the "Ruthless" podcast, detailing the motivations, implications, and broader context of the partnership. It highlights Fox News' commitment to expanding its digital footprint, the unique appeal of "Ruthless" as a conservative commentary platform, and the growing importance of podcasting as a medium for political engagement. Through this deal, both parties aim to leverage their respective strengths to achieve mutual growth, reflecting a broader trend of traditional media outlets adapting to the demands of the digital age. This strategic move underscores Fox News' recognition of the need to diversify its content offerings and engage with audiences on their preferred platforms, ensuring its relevance in a rapidly changing media environment. (Word count: 1,214)

Read the Full Fox News Article at:
[ https://www.foxnews.com/media/fox-news-lands-licensing-deal-popular-ruthless-podcast-part-expansion-new-media ]

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Fox News lands licensing deal with popular ''Ruthless'' podcast as part of expansion into new media

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