The company also says the deal will allow it to be “better positioned to advance the podcast ad market” through “precision targeting, ad efficiency and improved measurement capabilities.” In other words, SiriusXM is trying to fix the analytics problem that’s long plagued the podcast medium - something Spotify is also tackling. SiriusXM says that when Stitcher is combined with its current ad platforms, it will be able to reach over 150 million listeners. With the Midroll Media network, Stitcher offers sales and marketing services that link advertisers and podcasts based on target audiences. And don’t worry, it sounds like the free option for accessing all of the shows isn’t going anywhere.Īs you might expect, SiriusXM is also keen on Stitcher’s advertising abilities. SiriusXM doesn’t mention making any shows exclusive to its platforms - except for the ad-free, early access and bonus content listeners who splurge for a Stitcher Premium subscription get for $5 a month. The Stitcher-produced slate includes Freakonomics Radio, How Did This Get Made?, SuperSoul Sunday from The Oprah Winfrey Network, Office Ladies, Conan O'Brien Needs a Friend, Literally! with Rob Lowe, LeVar Burton Reads, Comedy Bang! Bang!, and WTF with Marc Maron. The podcast wars that have heated up over the last several months and content is king. Plus the acquisition adds original podcasts to SiriusXM’s lineup of sports, talk radio and music streaming. Spotify has spent over 500 million acquiring podcasting companies and exclusive rights to popular shows. For that investment, SiriusXM gets a popular destination for publishers, creators and advertisers with both production and distribution capabilities. That’s considerably more than the $4.5 million Scripps spent to acquire it from Deezer in 2016 (Deezer owned Stitcher for less than two years), even if you combine it with the $55 million purchase of Midroll Media that Scripps made the year before and combined with Stitcher. Now it’s official: SiriusXM is buying podcast platform Stitcher from the E.W. Thanks to a report from The Wall Street Journal, we knew this was coming.
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