Even as the podcast industry cools from its pandemic-era boom, major players like SiriusXM and Wondery are still spending big on top-charting shows. These companies see podcasting as a key driver for advertising revenue, audience growth, and potential expansion into video, live events, and subscriptions.

SiriusXM’s Six-Figure Podcast Moves

SiriusXM made waves by acquiring exclusive rights to SmartLess, hosted by Jason Bateman, Sean Hayes, and Will Arnett, and Alex Cooper’s Call Her Daddy, one of the most influential podcasts in pop culture. These deals come as SiriusXM looks for new ways to grow its subscriber base and enhance its audio content portfolio.

Scott Greenstein, SiriusXM’s president and chief content officer, hinted at the long-term strategy: “We just won’t make stupid deals. And we won’t make deals that don’t make sense. It doesn’t mean some aren’t a gamble.” The company is also considering moving at least one of these hit podcasts behind a paywall to drive subscriptions.

Wondery’s Play for Star Power

Amazon-owned Wondery is making similar moves, securing major contracts with Dax Shepard’s Armchair Expert and New Heights, hosted by NFL stars Jason and Travis Kelce. With these acquisitions, Wondery is positioning itself beyond traditional podcasting, eyeing opportunities in video content, live events, and other media extensions.

CEO Jen Sargent believes these shows will play a crucial role in expanding Wondery’s reach, particularly as podcasting moves into a new phase of consolidation and monetization.

The Future of Podcasting’s Big Money Deals

While the industry has seen a slowdown in aggressive spending, major media companies are still willing to invest in talent that can command massive audiences. The days of rapid expansion may be over, but for SiriusXM and Wondery, the right deals could still reshape the landscape of digital audio entertainment.