Radio broadcaster Cumulus Media and video platform Rumble have formed a strategic partnership aimed at expanding distribution and monetization across both podcasting and video, the companies announced Tuesday.
The deal will bring together Cumulus Media’s vast audio ecosystem — including the Westwood One network and Cumulus Podcast Network — with Rumble’s growing video-sharing platform and creator community. The agreement enables cross-distribution of content and joint ad sales initiatives across the two companies’ platforms.
“This partnership represents a powerful alignment between two media innovators,” said Collin Jones, the President of Westwood One and Executive Vice President of Corporate Strategy & Development at Cumulus Media. “By combining our premium podcast inventory with Rumble’s dynamic creator ecosystem, we’re creating a new frontier for host-read advertising that delivers authenticity, scale, and brand safety.”
Under the arrangement, Westwood One will distribute both audio and video content through Rumble’s platform. In turn, Rumble and Westwood One will work together to develop advertising packages that combine inventory from both sides, with the goal of providing advertisers with brand-safe, scalable campaigns and deeper connections to creators and audiences.
Chris Pavloski, the CEO of Rumble, said the partnership will help creators monetize while offering brands direct access to engaged audiences.
“We’re excited to partner with Cumulus Media and Westwood One to bring advertisers closer to the creators and audiences they care about,” Pavlovski said. “This collaboration allows us to create new monetization opportunities for our creators while offering brands a trusted and effective way to connect with engaged communities.”
