Morbid podcast signs exclusive deal with SiriusXM

SiriusXM announced a new multi-year agreement with the "Morbid" podcast on July 30, 2025. The deal brings exclusive distribution rights for the true crime show to the SiriusXM Podcast Network starting September 1. SiriusXM Media, the company's advertising division, gains exclusive ad sales rights for both video and audio editions.

The "Morbid" podcast, hosted by Alaina Urquhart-White and Ash Kelley, has established itself as a dominant force in the true crime genre since its 2018 launch. The show has been named one of the best true crime podcasts by Vogue and Bleeding Cool. It consistently ranks among the top subscriber shows on Apple Podcasts, having released hundreds of episodes that have collectively been downloaded more than 1.2 billion times.

The hosts' remarkable success led to the creation of the Morbid Network in 2020, expanding beyond the original show to encompass a broader collection of content. This network leverages their proven ability to connect with true crime and paranormal enthusiasts.

"From the first time we spoke to them, we were blown away by the entire SiriusXM team and their plans to help us strategically grow 'Morbid' for years to come," said Urquhart-White. "We are eager to launch this partnership and take our show, network, and brand to the next level. We could not be more grateful and excited about this next chapter for us, and we truly feel like we've found our home!" added Kelley.

SiriusXM's podcast network expansion

The acquisition strengthens SiriusXM's industry-leading podcast portfolio, which has become the premier destination for top podcasters. The SiriusXM Podcast Network's diverse portfolio spans comedy, true crime, wellness, business, and entertainment programming. According to Edison Research, it represents half of the top 10 podcasts and reaches 1 in 2 podcast listeners in the US each month.

"We're thrilled to welcome 'Morbid' to the SiriusXM Podcast Network," said Scott Greenstein, President and Chief Content Officer at SiriusXM. "Ash and Alaina have built a passionate fanbase through their distinctive voice and careful attention to detail. As we further grow our industry-leading true crime slate, we're excited to help the show continue to reach new audiences."

"Morbid" joins an elite roster of genre-defining talent, including true crime powerhouses "Crime Junkie," "Dateline NBC," and "Rotten Mango." The network also features comedy favorites "Call Her Daddy," "SmartLess," and "Conan O'Brien Needs a Friend," alongside health & wellness leader "The Mel Robbins Podcast."

Strategic significance for marketing industry

This deal reflects broader trends in the podcast advertising ecosystem. PPC Land previously reported that SiriusXM launched its Podcasts+ premium subscription service in August 2024, offering ad-free listening and exclusive content for $5.99 monthly or $44.99 annually. The premium model aims to create multiple revenue streams while providing advertisers with both traditional ad-supported and subscription-based content offerings.

The exclusive advertising rights component of the Morbid deal positions SiriusXM Media to leverage the show's significant audience for targeted advertising campaigns. According to PPC Land's coverage of Edison Research data, podcast listening has surged in the U.S., with 47% of Americans aged 12 and older listening to podcasts monthly, representing approximately 135 million monthly listeners.

True crime content has proven particularly valuable for advertisers seeking engaged audiences. PPC Land's analysis of programmatic advertising trends shows that audio and podcast advertising, while maintaining the smallest share of programmatic spending, has grown from 7% in 2023 to 9% in 2025.

The Morbid Network encompasses additional shows including "Eye Of The Duck," "Scream!," "Mostly Horror," "That's Spooky," "Cult Liter," and "Obitchuary," which focus on horror movie reviews, strange history, true crime, and satirical obituaries. This diverse content portfolio provides advertisers with multiple touchpoints to reach the same passionate fanbase across different content formats.

Technical implementation details

New episodes of the "Morbid" podcast will continue to be available every Monday and Thursday on the SiriusXM app and all other major podcast platforms. SiriusXM Podcasts+ subscribers will be able to listen to new episodes without ads and can sign up directly from their favorite podcast app or by visiting siriusxm.supportingcast.fm.

The podcast typically covers different cases in each episode, though bigger cases may span two, three, or even four parts. Episodes are known for being well-researched and told with humor, sarcasm, and profanity, though never at victims' expense. The hosts lovingly refer to their listeners as "weirdos" and open each episode with "Hey Weirdos."

Morbid is managed by Seth Jacobs at Brillstein Entertainment Partners and represented by Marissa Hurwitz at WME. Dinesh Melwani from Mintz served as legal counsel for the transaction.

SiriusXM is the leading audio entertainment company in North America with a portfolio of audio businesses including its flagship subscription entertainment service SiriusXM, the ad-supported and premium music streaming services of Pandora, an expansive podcast network, and a suite of business and advertising solutions. The company reaches a combined monthly audience of approximately 160 million listeners.

Urquhart-White has also authored two crime fiction novels with Zando Publishing, which debuted at #2 and #1 on the NY Times Bestsellers List, respectively. She serves as an autopsy technician while Kelley works as a hairdresser. Despite describing each other as "sisters," Urquhart-White is actually Kelley's aunt.

The agreement further strengthens SiriusXM's position in the competitive podcast landscape, where platforms compete for exclusive content to differentiate their offerings and build stronger relationships with both listeners and content creators.

Timeline

• May 1, 2018 - "Morbid" podcast premieres
• 2020 - Alaina and Ash launch the Morbid Network
• November 2021 - June 2022 - Hosts also run "Crime Countdown" in partnership with Parcast
• September 2022 - Urquhart publishes first novel "The Butcher and the Wren"
• December 2024 - Apple announces Morbid was the 10th most popular podcast on their platform in the United States
• July 30, 2025 - SiriusXM announces exclusive multi-year deal with Morbid
• September 1, 2025 - Exclusive distribution begins on SiriusXM Podcast Network

Key Terms Explained

SiriusXM Podcast Network

The SiriusXM Podcast Network represents the company's strategic expansion into the podcast industry, serving as the distribution platform for exclusive content. This network has positioned itself as a premier destination for top-tier podcasters, featuring diverse programming across comedy, true crime, wellness, business, and entertainment. According to Edison Research, the network represents half of the top 10 podcasts and reaches 1 in 2 podcast listeners in the United States each month, demonstrating its significant market penetration and influence in the audio entertainment landscape.

True Crime

True crime has emerged as one of the most popular podcast genres, captivating audiences with detailed explorations of real criminal cases and investigations. The genre's appeal lies in its combination of storytelling, psychology, and justice, often featuring meticulous research and engaging narratives. For advertisers, true crime podcasts offer access to highly engaged audiences who typically consume content for extended periods, making them valuable for brand partnerships and targeted advertising campaigns.

Exclusive Distribution Rights

Exclusive distribution rights grant SiriusXM complete control over where and how the "Morbid" podcast is made available to audiences. This arrangement ensures that while the content remains accessible on major podcast platforms, SiriusXM maintains strategic control over distribution channels and can leverage this exclusivity to drive subscriptions to their own services. Such agreements have become increasingly common as platforms compete for premium content to differentiate their offerings in the crowded podcast marketplace.

Advertising Sales Rights

The exclusive advertising sales rights component allows SiriusXM Media to handle all commercial partnerships and sponsorship deals for both video and audio editions of the "Morbid" podcast. This arrangement provides SiriusXM with additional revenue streams while offering advertisers a single point of contact for purchasing ad inventory across the show's various formats. The exclusive nature of these rights enhances the value proposition for potential advertisers by ensuring consistent messaging and coordinated campaign execution.

Morbid Network

The Morbid Network represents the hosts' expansion beyond their flagship podcast into a broader content ecosystem. Launched in 2020, this network includes various shows focusing on horror movie reviews, strange history, true crime, and satirical content. The network demonstrates how successful podcast creators can leverage their brand recognition and audience loyalty to build multimedia content portfolios, providing multiple touchpoints for audience engagement and diverse revenue opportunities.

Apple Podcasts

Apple Podcasts serves as one of the primary distribution platforms where "Morbid" has achieved top rankings and significant subscriber numbers. The platform's ranking system and subscriber metrics provide important indicators of podcast success and market penetration. For content creators and advertisers, Apple Podcasts rankings serve as crucial benchmarks for measuring audience reach and engagement, influencing both content strategy and advertising investment decisions.

Premium Subscription Service

SiriusXM's premium subscription model, known as Podcasts+, offers ad-free listening experiences and exclusive content for $5.99 monthly or $44.99 annually. This dual-revenue approach allows the company to monetize content through both traditional advertising and subscription fees. The premium model caters to listeners willing to pay for enhanced experiences while maintaining free, ad-supported options for broader market accessibility.

Edison Research

Edison Research provides crucial industry data and insights that inform strategic decisions in the podcast advertising ecosystem. Their research reveals key trends such as podcast listenership growth, demographic shifts, and consumption patterns that help advertisers and content creators understand market dynamics. The research organization's data serves as the foundation for industry analysis and strategic planning across the audio entertainment sector.

Scott Greenstein

Scott Greenstein, serving as President and Chief Content Officer at SiriusXM, plays a pivotal role in shaping the company's content strategy and acquisition decisions. His leadership in securing exclusive partnerships with top-tier podcast creators demonstrates SiriusXM's commitment to building a competitive content portfolio. Greenstein's statements regarding the "Morbid" acquisition reflect the company's strategic focus on expanding its true crime programming slate and reaching new audience segments.

Multi-year Agreement

The multi-year nature of the agreement provides stability and long-term strategic value for both parties involved. For SiriusXM, it ensures continued access to popular content that can drive subscriber growth and advertising revenue over an extended period. For the "Morbid" creators, the multi-year commitment offers financial security and platform support for content development and audience expansion initiatives, allowing for strategic planning and investment in production quality and marketing efforts.

Summary

Who: SiriusXM Holdings Inc. and the "Morbid" podcast hosted by Alaina Urquhart-White and Ash Kelley

What: Multi-year exclusive distribution and advertising agreement bringing the top-ranking true crime podcast to the SiriusXM Podcast Network with exclusive ad sales rights to SiriusXM Media

When: Agreement announced July 30, 2025, with exclusive distribution beginning September 1, 2025

Where: SiriusXM Podcast Network, available on the SiriusXM app and all major podcast platforms

Why: To strengthen SiriusXM's industry-leading podcast portfolio and help "Morbid" reach new audiences while providing exclusive advertising opportunities for SiriusXM Media's clients