prediction markets come for hollywood
+ a great day for celebrity brands
Hello and welcome back to as seen on!
Thanks to Mozilla, I went live five times in the last month and I loved it. Hundreds of you tuned in, which made me happy. I’m taking a break but will be back for more, so let me know what you’d like to see me talk about. In the meantime, Mozilla now has all the conversation recaps live.
If you’re a woman reading this and haven’t filled out my health & wellness survey, now’s a good time to do it!
In today’s newsletter: more bad news for Victoria’s Secret; Shay Mitchell’s new brand; Dua Lipa’s new brand; Shein vs. Galeries Lafayette; Gen Z is staying in and exfoliating; Lemme is in growth mode; a Kardashian flop; a TikTok award show; Apple is going budget; couples are skipping the wedding party; Drake is a loser; Teen Vogue takes… and a bunch of other stuff.
Enjoy!
Crazy how I feel so much watching Gap campaigns but absolutely nothing anytime I venture into their stores. Anyway, leaning into music is definitely working for them. Sometimes brands need to pick a lane that’s not so literal.
Jerry Lorenzo’s Fear of God is making a women’s collection for the first time, just as the brand’s partnership with adidas is ending. Anyone close to that workstream could have seen that coming. An actual nightmare, truly.
Netflix is going all in on video podcasts—like we knew they would. Bloomberg reported this morning that the company is now in talks to license video podcasts from iHeartMedia, including The Breakfast Club, The Jay Shetty Podcast, and Stuff You Should Know, just a month after signing a similar deal with Spotify. In both cases, Netflix will have video exclusivity, meaning full episodes will no longer appear on YouTube. I read an essay on Substack recently about how everything is turning into television. I believe it. These deals are barely about podcasts—Netflix wants to rebuild the daytime and late-night talk show economy on its own turf. These shows run on personality, gossip, parasocial intimacy, and everyday chatter—exactly what broadcast TV used to dominate, this time powered by creators instead of studio hosts. Crucially, Netflix isn’t measuring success by “hits” anymore, but by hours held hostage. Video podcasts are cheap, endless, always-on, and don’t require the attention or emotional investment of scripted programming. It’s the opposite of prestige TV, and that’s the point. Background viewing is winning over appointment viewing, and Netflix wants in.
