After launching the podcast, Khloé in Wonder Land in January, Khloe Kardashian has seen the show take off.
Through 12 episodes, the podcast has amassed 121 million video videos and 425 million impressions on X, with the social media platform citing it as the most popular Original amongst Gen Z and Millennial women. Guests so far have included authors Mel Robbins and Jay Shetty,family connections, including Kris Jenner, Scott Disick and the family’s lawyer Laura Wasser, and most recently, Dana White, CEO of the Ultimate Fighting Championship.
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The video podcast is part of the platform’s “Originals on X” initiative, which also includes shows from Tulsi Gabbard, Jim Rome and more, and has been seen as a larger engagement and advertising push on the platform under Elon Musk. Mitchell Smith, head of original content at X, said brands have bought media packages to run targeted pre-roll ads ahead of specific Khloé in Wonderland episodes.
“At X we’re always aiming to build the most exciting platform to create, converse, and consume with your community, and that’s exactly what we’re witnessing withKhloéin Wonderland,” Smith said.
As part of the partnership with X, Kardashian’s video podcast has a 24-hour exclusive window on the social platform and then can be posted elsewhere, where the show is also seeing high engagement. The podcast, which sees Kardashian in casual conversation with her guests, has consistently been in the top 10 on Apple and Spotify’s Society & Culture charts.
In an interview with The Hollywood Reporter, Kardashian said she had long wanted to launch a podcast, and had decided to launch on X because of the analytics the platform offers, including how long viewers are watching episodes, demographics and more, and the ability to dialogue with fans, as well as the ability to then release the episodes widely.
“I get to see all of the analytics in real time,” Kardashian said, adding that other platforms typically have a longer wait time. “And I have adjusted a lot on my podcast, whether it be content or what I’m doing, based off of those analytics, instantly, or for the next week’s episode, I’ll be like, ‘OK, let me rework a few things.’ And I love that I get to do polls, I get to ask people questions, but the analytics part is really beneficial for someone like me. I really, I’m a nerd with that kind of stuff, and I like to see where things are going and what is sticking versus what is not.”
Kardashian uses polls on X to ask fans who they’d like to see on the podcast, and many of the responses have asked for her own famous family members. Her own goal in starting the podcast was to speak with people about topics she has an interest in, which have also included Dr. Steven Greer, who studies UFOs.
The conversations have touched on subjects including weight loss and perception, as in the episode with social media influencer Remi Bader, as well the idea of cancel culture, in the episode with White, and include Kardashian’s own experience and insights on the topics.
“The UFO one did really, really well, which I was shocked about,” Kardashian said. “I thought people would hate that, but I love weird stuff like that. My real curiosities are really dark, strange conspiracies that I’m just curious about, or why people think that these things are true, or are they true? I could go down that rabbit hole way more than I can chit chatting with my sisters, or whatever. I don’t care to interview my sisters. I feel like we know everything about each other, so I would rather interview just a random person off the street. I’m fascinated by human behavior and by other people, and I’m curious, and I guess nosy. I love other people. So for me, it was always just exploring other people, but not necessarily people that you would know by name or face. I just love really fascinating people, more so than I do pop culture,” Kardashian said.
“They definitely want my sisters, which I will totally do. But I think I have way more of an infatuation for just the off-the-wall stuff,” she added.
The podcast, which is produced under Pave Studios’ OpenMind, with Max Cutler as an executive producer, was announced for one season of 26 episodes. Kardashian said it’s still too early to say whether there will be a second season.
“I’m trying out a bunch of different people that I’m fascinated with, and seeing what works with the audience, but also, if it doesn’t work with the audience, that’s OK, too. I think the podcast has to be something that really makes my heart happy and it feeds something in me, and right now, it really is,” she said.
