Key Points
- Tubi and SiriusXM are partnering to bring video podcasts to Tubi’s platform.
- The deal expands distribution for SiriusXM creators across Tubi’s audience of more than 100 million monthly users.
- The companies will jointly sell advertising tied to the podcasts, creating new revenue opportunities.
Fox-owned free streaming service Tubi is expanding the amount of creator-driven content available on its platform by inking a deal with SiriusXM to distribute a handful of its popular video podcasts.
The deal, announced on Tuesday, gives Tubi access to select programming from the SiriusXM Podcast Network, while providing SiriusXM’s podcast creators with distribution across Tubi’s audience of more than 100 million monthly active users.
The agreement reflects the growing importance of video podcasting as creators seek to reach audiences beyond traditional audio platforms. SiriusXM said the partnership will allow its exclusive podcast programming to reach viewers across connected televisions, mobile devices and the web through Tubi’s streaming service.
An initial lineup of shows includes “Conan O’Brien Needs a Friend,” “Rotten Mango,” “The School of Greatness,” “What Now? with Trevor Noah,” “Moral of the Story” and “The Deep 3 Podcast.” Additional programs are expected to be added in the coming months.
“In podcasting, audio has long thrived through broad distribution across platforms, helping shows grow and connect with new audiences wherever people choose to listen,” said Andrew Moss, the Senior Vice President of Content Strategy & Development at SiriusXM. “We’re applying that same philosophy to video — expanding our creators’ reach across phones, computers, and connected TVs so their shows can be discovered by more fans in more places.”
The agreement is non-exclusive, allowing SiriusXM creators to continue distributing their video podcasts through other platforms while expanding their reach through Tubi. Many of SiriusXM’s shows have developed a healthy audience on YouTube, where they are also distributed as free video podcasts.
Financial terms were not disclosed.
The partnership also establishes a new advertising arrangement between the companies. Advertising inventory associated with the podcasts will be sold jointly by Tubi and SiriusXM Media, the audio company’s advertising division. The companies said the deal is designed to create new premium advertising opportunities as video podcast consumption continues to accelerate.
The announcement comes as streaming platforms increasingly embrace creator-led programming in an effort to attract younger viewers and capitalize on the growing convergence between podcasting, digital video and television.
“Tubi is a platform built to help creators grow their fanbases and revenue, and this partnership with SiriusXM is a natural extension of that,” said Rich Bloom, the General Manager of Creator Programs and Executive Vice President of Business Development at Tubi. “By bringing some of the most compelling voices in podcasting to Tubi, we’re giving creators a powerful new avenue to expand their reach and connect with viewers who are hungry for these stories.”
The SiriusXM Podcast Network is one of the largest podcast publishers in the United States, reaching roughly half of all U.S. podcast listeners each month, according to the company. SiriusXM says its network represents more programs ranked among the top 20 podcasts than any competing podcast network, citing data from Edison Research.
For Tubi, the partnership further expands a content strategy that has increasingly incorporated creator-driven programming alongside its library of movies, television series and original productions. The Fox-owned streaming service says it now offers more than 300,000 movies and television episodes and generates more than 1 billion hours of viewing each month.
The company has also emphasized its appeal among younger and multicultural audiences, positioning itself as a complementary distribution platform for creators seeking to reach viewers beyond traditional social video and podcasting platforms.
