SiriusXM to develop new slate of podcasts with the Oprah Winfrey Network as part of renewed agreement

Multi-year extension will continue to give SiriusXM ad sales rights over OWN podcasts

Broadcasting company SiriusXM has just announced the extension of its multi-year ad sales deal with the Oprah Winfrey Network (OWN) and plans to develop new podcasts and content. 

The multi-year agreement allows for Sirius XM’s advertising sales group SXM Media to continue maintaining exclusive global audio and video ad sales rights across OWN’s podcast portfolio. Stitcher Media, a subsidiary under Sirius XM, will also continue to retain exclusive distribution rights for the podcasts. 

“The team at OWN have a deep understanding of their audience, which enables them to create the kind of programming that keeps their listeners engaged,” said SiriusXM content partnerships and podcast strategy vice president Daniel Osit. “We’re honoured that OWN continues to trust in SiriusXM’s ability to help them reach new audiences, and we look forward to the development of new content by OWN.”

With the renewed partnership, SiriusXM will also provide resources to help OWN develop a new slate of podcasts that will be available across Stitcher and SXM apps as well as all podcast platforms. The OWN is known for creating a number of hit unscripted and scripted podcasts including Eckhart Tolle: Essential Teachings, Oprah’s Master Class, The Oprah Winfrey Show: The Podcast, Trials to Triumph and Iyanla: Fix My Life

SiriusXM and the OWN first partnered together in 2017 to launch the network’s flagship show Oprah’s Super Soul, which features Winfrey in conversation with a number of leading figures and celebrities including Viola Davis, Tina Turner and First Lady Michelle Obama. The OWN has since developed a number of other shows with SiriusXM which led to over 100 million downloads each year.

"We are excited to continue to provide listeners with intentional, thought-provoking and fascinating podcast programming through our collaboration with SiriusXM," said OWN programming, production and development creative executive vice-president Tara Montgomery. “Our hope is that listeners see themselves reflected in the content shared and stories told and that they have an opportunity to learn, grow and leave feeling encouraged and inspired."

SiriusXM also has another advertising platform subsidiary named AdsWizz, which provides advertising solutions for the digital ad industry. The subsidiary recently announced that it has renewed its exclusivity deal with music streaming service SoundCloud to continue selling its audio ad inventory across 14 European markets.