SiriusXM Expands Video Podcast Distribution to Tubi, Taps AVOD for Ad Revenue
SiriusXM and Tubi announced a non-exclusive distribution and monetization deal to bring SiriusXM Podcast Network video content to Tubi's 100 million monthly active users. This partnership expands SiriusXM's video reach and creates new advertising revenue opportunities for both companies through shared ad revenue from video podcasts. The deal highlights the growth of video podcasts and on-demand viewing, and follows SiriusXM's recent expansion of its audio advertising footprint with YouTube.
Key Takeaways
- SiriusXM Podcast Network video content will be distributed on Tubi, accessible to its 100 million monthly active users.
- The partnership is non-exclusive, allowing SiriusXM to maintain broader distribution for its video podcasts.
- Advertising revenue generated from these video podcasts on Tubi will be shared between Tubi and SiriusXM Media.
- Initial content includes popular shows like "Conan O’Brien Needs a Friend," "Rotten Mango," and "What Now? with Trevor Noah."
- Over 95% of viewing on Tubi is on-demand, which the companies cite as creating premium advertising opportunities.
Why It Matters
This deal broadens the reach of SiriusXM's video podcasting efforts by adding a significant FAST platform, leveraging Tubi's large, engaged audience predominantly on-demand. It signals a continued push for podcast content to expand beyond audio-only formats and into the ad-supported video space, creating new inventory for media buyers. Watch for future announcements regarding additional video podcast content migrating to FAST services and how shared ad revenue models perform.
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