Howard’s Demise? What Will Happen to SiriusXM After Stern..
As it prepares for the eventual retirement of its largest cash cow, the audio behemoth hopes to continue bringing in fresh names to boost subscribers and compete with rivals after landing big deals for “SmartLess” and “Call Her Daddy.”A few years ago, media corporations and audio platforms lavished producers with large sums of money to develop their podcasting slates. Along with funding its biggest celebrity, Joe Rogan, Spotify, which spent over $1 billion on its drive, signed arrangements with the Sussexes, the Obamas, and others. The situation has changed since a decline in content spending. According to Scott Greenstein, president and chief content officer of SiriusXM, it has developed to the point where it is evident which major players in the audio industry still
This year, SiriusXM has been especially active in acquiring high-profile talent, acquiring two of the most well-known podcasts in the business, SmartLess and Call Her Daddy. In addition to being expensive—both were above $100 million—the acquisitions were noteworthy for what they revealed about the satellite radio behemoth’s overall business plan and standing as a talent-friendly location.
As a new podcaster, Ted Danson says, “No one is kind of correcting us or saying, ‘Oh, I don’t know, you should do it this way,'” referring to Where Everybody Knows Your Name With Ted Danson and Woody Harrelson (Sometimes), which is part of Conan O’Brien’s Team Coco, which SiriusXM acquired in 2022. “This type of carte blanche is granted to us:
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