{"id":129465,"date":"2026-06-02T23:17:24","date_gmt":"2026-06-02T23:17:24","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/02\/siriusxm-brings-video-podcasts-to-tubis-100-million-users\/"},"modified":"2026-06-02T23:18:30","modified_gmt":"2026-06-02T23:18:30","slug":"siriusxm-brings-video-podcasts-to-tubis-100-million-users","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2026\/06\/02\/siriusxm-brings-video-podcasts-to-tubis-100-million-users\/","title":{"rendered":"SiriusXM brings video podcasts to Tubi’s 100 million users"},"content":{"rendered":"

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SiriusXM and Fox Company’s free streaming service Tubi as we speak introduced a non-exclusive distribution and monetization settlement that locations a collection of video podcasts from the SiriusXM Podcast Community on Tubi, dividing promoting income between the 2 corporations and lengthening the community’s attain to Tubi’s 100 million month-to-month lively customers.<\/em><\/p>\n

Tubi and SiriusXM introduced the deal on June 2, 2026. The settlement is described as non-exclusive, that means SiriusXM retains the best to distribute its video podcast content material by different platforms concurrently. Promoting gross sales for video podcasts on Tubi will likely be shared between Tubi and SiriusXM Media, the promoting division of SiriusXM.<\/p>\n

The phrases of the income break up weren’t disclosed within the announcement.<\/p>\n

Preliminary slate of exhibits<\/h2>\n

An preliminary group of six exhibits from the SiriusXM Podcast Community will likely be accessible on Tubi at launch. In keeping with SiriusXM, the slate contains “Conan O’Brien Wants a Good friend,” “Rotten Mango,” “The College of Greatness,” “What Now? with Trevor Noah,” “Ethical of the Story,” and “The Deep 3 Podcast.” Extra exhibits are anticipated to be added after launch, although no timeline or particular titles had been named.<\/p>\n

The choice spans a number of content material classes – comedy by O’Brien and Noah, true crime by “Rotten Mango,” wellness by “The College of Greatness,” and sports activities by “The Deep 3 Podcast.” The variability seems deliberate. Tubi’s said viewers technique facilities on youthful and multicultural demographics, and the exhibits chosen cowl content material classes that are likely to index strongly with these teams in podcast consumption analysis.<\/p>\n

Tubi’s scale and advert construction<\/h2>\n

Tubi reached 100 million month-to-month lively customers, a determine the platform reported at Fox Company’s 2026 upfront in Could 2026. The platform\u00a0surpassed that milestone<\/a>\u00a0having beforehand reported 97 million month-to-month lively customers in January 2025. In keeping with SiriusXM, greater than 95% of viewing on Tubi is on demand – a determine that issues commercially as a result of on-demand stock usually instructions extra structured advert placement than live-stream environments.<\/p>\n

Fox Company acquired Tubi in April 2020 for roughly $440 million. The platform has since grown into one of many extra distinguished free ad-supported streaming tv providers in the US. In keeping with SiriusXM’s announcement, Tubi is the second-largest free\u00a0AVOD<\/strong>\u00a0service in reaching adults 18 and older. Content material accessible on the platform now contains greater than 300,000 films and TV episodes. Tubi additionally reported multiple billion hours watched every month.<\/p>\n

The platform built-in its trade stock into Google’s\u00a0Show & Video 360<\/strong>\u00a0in March 2025,\u00a0an event PPC Land covered at the time<\/a>, offering programmatic advertisers with entry to Tubi’s viewers by a serious demand-side platform. The SiriusXM deal provides a definite content material class – video podcasts – alongside Tubi’s present library of movies, tv collection, and unique programming.<\/p>\n

SiriusXM’s podcast community place<\/h2>\n

In keeping with SiriusXM, its podcast community represents extra of the highest 20 podcasts than another community, primarily based on Edison Analysis knowledge. The corporate additionally claims the community reaches 1 in 2 U.S. podcast listeners every month. These figures come from the corporate’s personal characterization of Edison Analysis rankings, and are framed as a dataset-relative place slightly than an absolute market-wide rating.<\/p>\n

PPC Land tracked SiriusXM’s podcast advertising growth across multiple quarterly earnings reports<\/a>. Within the first quarter of 2026, podcast promoting income grew 37% year-over-year, the sharpest single development determine within the firm’s Q1 2026 outcomes. For full-year 2025, podcast promoting income grew 41% on high of 12% development in 2024,\u00a0according to SiriusXM’s annual results published in February 2026<\/a>.<\/p>\n

SiriusXM Media\u00a0became the exclusive advertising representative for YouTube audio inventory in the United States<\/a>\u00a0in a separate deal introduced on April 22, 2026. That partnership targets audio-first moments on YouTube – outlined by behavioral indicators similar to minimized video, backgrounded cellular apps, or good speaker playback – the place SiriusXM argues customers perform successfully as radio listeners. The Tubi deal operates in a special course: it’s video-first, focusing on on-demand viewing on linked TVs, net browsers, and cellular units.<\/p>\n

SiriusXM was additionally named as one in all 4 preliminary internet hosting companions when Apple introduced its\u00a0HTTP Reside Streaming<\/strong>\u00a0video podcast infrastructure in February 2026, alongside Acast, ART19, and Triton’s Omny Studio.\u00a0PPC Land covered the implications of that announcement<\/a>, noting that AdsWizz – SiriusXM’s advert know-how subsidiary – processes 16 billion month-to-month dynamically inserted audio advert impressions and had the infrastructure to increase these capabilities to video.<\/p>\n

The distribution philosophy behind the deal<\/h2>\n

“In podcasting, audio has lengthy thrived by broad distribution throughout platforms, serving to exhibits develop and join with new audiences wherever individuals select to hear,” mentioned Andrew Moss, SVP of Content material Technique and Improvement at SiriusXM. “We’re making use of that very same philosophy to video – increasing our creators’ attain throughout telephones, computer systems, and linked TVs so their exhibits may be found by extra followers in additional locations. Bringing our content material to Tubi is one other step in serving to creators develop their audiences and companies as video podcast viewing continues to increase.”<\/p>\n

The distribution mannequin described by Moss – vast, non-exclusive placement throughout a number of platforms – contrasts with the unique content material technique SiriusXM has additionally been pursuing in parallel. In October 2025, the corporate\u00a0secured an exclusive multi-year deal with the MrBallen podcast<\/a>, together with promoting gross sales rights throughout each audio and video editions. In July 2025, SiriusXM\u00a0secured an exclusive agreement with the Morbid podcast<\/a>\u00a0beginning September 2025. Each offers locked content material into the SiriusXM community with unique promoting rights.<\/p>\n

The Tubi association is structurally completely different. Reasonably than locking SiriusXM content material solely to Tubi, the deal provides Tubi as one extra distribution level for present exhibits. The monetary mechanism – a shared promoting income mannequin – means SiriusXM doesn’t pay for placement and Tubi doesn’t pay for content material; as an alternative, each events earn from promoting delivered in opposition to that content material on Tubi’s platform.<\/p>\n

“Tubi is a platform constructed to assist creators develop their fanbases and income, and this partnership with SiriusXM is a pure extension of that,” mentioned Wealthy Bloom, Normal Supervisor of Creator Packages and Govt Vice President of Enterprise Improvement at Tubi. “By bringing among the most compelling voices in podcasting to Tubi, we’re giving creators a robust new avenue to increase their attain and join with viewers who’re hungry for these tales. We’re dedicated to being the platform the place creators scale – and we’re simply getting began.”<\/p>\n

Video podcast promoting context<\/h2>\n

The structural case for video podcast distribution rests on a set of dynamics which were constructing for a number of years.\u00a0Edison Research began incorporating video podcast consumption data into its 2025 rankings<\/a>\u00a0after figuring out that 84% of Technology Z month-to-month podcast listeners have interaction with video content material. That change in methodology affected present rankings considerably. In the UK,\u00a0smart TVs overtook computers as the second-most-used podcast screen<\/a>\u00a0as of information revealed in early June 2026, illustrating how consumption patterns are migrating to bigger, linked screens.<\/p>\n

For advertisers, the attraction of video podcast stock on a platform like Tubi lies within the on-demand nature of the viewing. With greater than 95% of Tubi’s viewing on demand, manufacturers putting advertisements in opposition to video podcast content material can anticipate viewers who’re actively selecting to look at slightly than passively receiving a broadcast. The mix of that intentionality with the engaged viewers traits typical of podcast listeners is the premise underlying the deal’s industrial logic.<\/p>\n

Podcast advertising spending hit a record $408 million in December 2025<\/a>, the very best single month recorded in Magellan AI’s dataset, with month-to-month spend hardly ever dipping under $300 million all through 2025.\u00a0Programmatic audio industry analysis published on PPC Land in December 2025<\/a>\u00a0famous that Spotify’s video podcast income jumped 300% in January 2025 following the launch of that platform’s Companion Program – a sign of advertiser willingness to allocate budgets towards video podcast stock when entry mechanisms exist.<\/p>\n

The SiriusXM-Tubi deal creates precisely that form of entry mechanism – an outlined channel by which manufacturers can attain video podcast audiences on linked TV screens inside a programmatically enabled\u00a0AVOD<\/strong>\u00a0surroundings.<\/p>\n

What it means for linked TV consumers<\/h2>\n

For media consumers working throughout\u00a0CTV<\/strong>\u00a0and digital video, the deal provides a brand new layer of stock kind to Tubi’s present providing. Tubi already supplied programmatic entry by DV360 and had been constructing its advertiser product suite.\u00a0At its IAB NewFronts presentation in March 2026, Tubi announced interactive ad formats including Scene Sense and Interactive Pause Ads<\/a>, reflecting the platform’s broader push towards engagement-driven promoting codecs.<\/p>\n

The addition of video podcast content material brings a distinctly completely different viewers composition from Tubi’s customary movie and tv library. Podcast audiences are characterised by excessive engagement, routine listening conduct, and robust recall charges.\u00a0A Trade Desk and YouGov study covered by PPC Land in January 2026<\/a>\u00a0discovered that just about half of podcast listeners by no means skip their favourite exhibits – a behavioral sign that differentiates the format from passive video consumption.<\/p>\n

The SiriusXM Podcast Community reaching 1 in 2 U.S. podcast listeners every month – as claimed by SiriusXM – means that the exhibits now accessible on Tubi carry model recognition with a considerable proportion of the podcast-listening inhabitants. For advertisers constructing cross-platform campaigns that span audio and video, the presence of acquainted podcast titles on a CTV platform creates continuity of context that purely library-based video environments don’t supply.<\/p>\n

CTV CPMs averaged $4.82 in January 2026, 29.2% higher year-over-year, according to DataBeat data reported by PPC Land in February 2026<\/a>\u00a0– nicely above all different system classes. Whether or not video podcast stock on Tubi instructions charges comparable to straightforward CTV stock, or whether or not it opens a separate pricing tier, will rely on how the shared promoting gross sales association between Tubi and SiriusXM Media buildings fee playing cards and purchaser entry.<\/p>\n

Amazon DSP connection<\/h2>\n

SiriusXM Media\u00a0announced an integration with Amazon DSP in September 2025<\/a>, giving Amazon DSP consumers entry to SiriusXM Media’s 160 million month-to-month digital listeners by the AdsWizz Provide Facet Platform. That integration was described as quickly extending to the SiriusXM Podcast Community. With video podcast content material now additionally distributed by Tubi – a platform that has its personal Amazon partnership introduced at its March 2026 NewFronts – the operational paths by which an advertiser can attain SiriusXM podcast audiences are multiplying throughout each audio and video channels.<\/p>\n

The Tubi deal doesn’t reference the Amazon DSP integration straight, and the promoting bought in opposition to video podcasts on Tubi will likely be managed by a shared Tubi and SiriusXM Media association slightly than any specified programmatic pathway. However the accumulation of distribution and demand-side partnerships throughout SiriusXM Media’s portfolio creates an image of an organization trying to make its podcast content material accessible to consumers wherever they function.<\/p>\n

Timeline<\/h2>\n