Sirius XM Holdings Inc. signed a multiyear deal for Alex Cooper’s Name Her Daddy podcast and community of reveals that may give the satellite tv for pc radio firm the unique proper to promote adverts on the audio and video variations of her present, in addition to bonus content material and occasions.
The settlement is value $100 million for greater than three years, in line with an individual conversant in the association. Cooper, one of many world’s main podcasters, beforehand labored completely with Spotify Know-how SA to distribute her program, which has racked up greater than 4 million followers. It was the seventh-most-popular podcast within the US within the first quarter of this yr, in line with Edison Analysis. The SiriusXM association additionally covers podcasts on Cooper’s Unwell Community, together with programming from influencers Alix Earle and Madeline Argy.
“Alex’s fearless, unfiltered approach, where no topic is off the table, has created a passionate and dedicated fanbase that is unmatched in podcasting and perfectly aligns with the content that SiriusXM subscribers have come to love and expect from us,” Scott Greenstein, SiriusXM’s president, mentioned in an announcement.
A consultant for Cooper declined to remark.
Sirius will start introducing unique content material in 2025. Shares of the corporate have been up as a lot as 7.2% to $3.26 in New York.
In January, SiriusXM signed a three-year deal value greater than $100 million with SmartLess, a podcast hosted by actors Will Arnett, Jason Bateman and Sean Hayes. This month, the corporate debuted a brand new subscription providing on Apple Podcasts that offers ad-free episodes for $5.99 a month. Name Her Daddy shall be included in that bundle.
The deal will assist “reinvigorate subscriber growth” at SiriusXM, Bloomberg Intelligence analysts Geetha Ranganathan and Kevin Close to wrote in a word following the announcement. Unique content material is vital for Sirius particularly as its contract with Howard Stern expires in 2025, they mentioned.
