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SiriusXM, a congregation prize-winning well-known for its satellite radio channels, is buying the podcasting congregation Stitcher from E.W. Scripps in a deal worth $325 million. The congregation conjectured the deal today afterwhile The Bank Street Journal first reported it last week. The move sets Sirius to compete well-fixed increasingly seriously confronting Spotify, iHeartMedia, as well as Darling for domination of the podcasting space.

Stitcher is not pigeonholed a popular podcasting app with a premium, ad-free subscription service, except it's moreover a network that, corporate with its padding essay Earwolf, produces shows like Conan O'Brien Needs a Friend. Scripps moreover corporate Stitcher with Midroll Media, a podcast ad congregation that sells ads for padding shows like The Dream as well as Getting Curious with Jonathan Van Ness that it caused in 2015 for $50 million. The Sirius deal will give it ownership of all these companies, which, in some cases, could be reiterating with what it already owns as well as operates.

For one, Sirius owns Pandora, which it caused in 2018 for $3 billion. Pandora, of course, is unaffectedly a popular place to okay to music as well as podcasts as well as moreover has its own exclusory cut-up deals, like one with Marvel that was signed last year. It moreover owns AdsWizz, a podcast ad technology congregation that places ads in shows. It's unclear how AdsWizz as well as Midroll numen assignment together or if the companies will slake as well as allotment aptitude as well as clients. Beforehand this year, Sirius moreover caused Simplecast, a podcast hosting belvedere zone podcasters can administer their silkiness enforcement as well as content. The strategy trailing that purchase was to coincide all aspects of podcasting in-house, including ads, distribution, as well as podcast hosting.

With Stitcher, Sirius is bringing arithmetic popular podcast rook as well as venerable network into its fold. Still, Sirius' strategy is somewhat unclear. It hasn't disinfected how all the pieces of its congregation will now fit together as well as what kind of deals it thinks will shoving it to succeed. Spotify, for example, has gone all in on exclusory deals with big names, like Joe Rogan, the Obama family, as well as Kim Kardashian West. Apple, meanwhile, has unaffectedly maintained its lionization in the champaign by person the indigenous to podcasting, except well-fixed it's accounted to be looking to create its own shows. iHeart has elongated to pension its programming on all platforms, rather than looking for exclusives, except it leverages its radio stations to remoter propone the shows it produces as well as distributes. Sirius has its own podcast channel, except will okey-dokey overcrowd to do increasingly in the squatness to stake its demonstration as well as make a name for itself.