SiriusXM and Fox Corporation's free streaming service Tubi today announced a non-exclusive distribution and monetization agreement that places a selection of video podcasts from the SiriusXM Podcast Network on Tubi, dividing advertising revenue between the two companies and extending the network's reach to Tubi's 100 million monthly active users.

Tubi and SiriusXM announced the deal on June 2, 2026. The agreement is described as non-exclusive, meaning SiriusXM retains the right to distribute its video podcast content through other platforms simultaneously. Advertising sales for video podcasts on Tubi will be shared between Tubi and SiriusXM Media, the advertising division of SiriusXM.

The terms of the revenue split were not disclosed in the announcement.

Initial slate of shows

An initial group of six shows from the SiriusXM Podcast Network will be available on Tubi at launch. According to SiriusXM, the slate includes "Conan O'Brien Needs a Friend," "Rotten Mango," "The School of Greatness," "What Now? with Trevor Noah," "Moral of the Story," and "The Deep 3 Podcast." Additional shows are expected to be added after launch, though no timeline or specific titles were named.

The selection spans several content categories - comedy through O'Brien and Noah, true crime through "Rotten Mango," wellness through "The School of Greatness," and sports through "The Deep 3 Podcast." The variety appears deliberate. Tubi's stated audience strategy centers on younger and multicultural demographics, and the shows chosen cover content categories that tend to index strongly with those groups in podcast consumption research.

Tubi's scale and ad structure

Tubi reached 100 million monthly active users, a figure the platform reported at Fox Corporation's 2026 upfront in May 2026. The platform surpassed that milestone having previously reported 97 million monthly active users in January 2025. According to SiriusXM, more than 95% of viewing on Tubi is on demand - a figure that matters commercially because on-demand inventory typically commands more structured ad placement than live-stream environments.

Fox Corporation acquired Tubi in April 2020 for approximately $440 million. The platform has since grown into one of the more prominent free ad-supported streaming television services in the United States. According to SiriusXM's announcement, Tubi is the second-largest free AVOD service in reaching adults 18 and older. Content available on the platform now includes more than 300,000 movies and TV episodes. Tubi also reported more than one billion hours watched each month.

The platform integrated its exchange inventory into Google's Display & Video 360 in March 2025, an event PPC Land covered at the time, providing programmatic advertisers with access to Tubi's audience through a major demand-side platform. The SiriusXM deal adds a distinct content category - video podcasts - alongside Tubi's existing library of films, television series, and original programming.

SiriusXM's podcast network position

According to SiriusXM, its podcast network represents more of the top 20 podcasts than any other network, based on Edison Research data. The company also claims the network reaches 1 in 2 U.S. podcast listeners each month. These figures come from the company's own characterization of Edison Research rankings, and are framed as a dataset-relative position rather than an absolute market-wide ranking.

PPC Land tracked SiriusXM's podcast advertising growth across multiple quarterly earnings reports. In the first quarter of 2026, podcast advertising revenue grew 37% year-over-year, the sharpest single growth figure in the company's Q1 2026 results. For full-year 2025, podcast advertising revenue grew 41% on top of 12% growth in 2024, according to SiriusXM's annual results published in February 2026.

SiriusXM Media became the exclusive advertising representative for YouTube audio inventory in the United States in a separate deal announced on April 22, 2026. That partnership targets audio-first moments on YouTube - defined by behavioral signals such as minimized video, backgrounded mobile apps, or smart speaker playback - where SiriusXM argues users function effectively as radio listeners. The Tubi deal operates in a different direction: it is video-first, targeting on-demand viewing on connected TVs, web browsers, and mobile devices.

SiriusXM was also named as one of four initial hosting partners when Apple announced its HTTP Live Streaming video podcast infrastructure in February 2026, alongside Acast, ART19, and Triton's Omny Studio. PPC Land covered the implications of that announcement, noting that AdsWizz - SiriusXM's ad technology subsidiary - processes 16 billion monthly dynamically inserted audio ad impressions and had the infrastructure to extend those capabilities to video.

The distribution philosophy behind the deal

"In podcasting, audio has long thrived through broad distribution across platforms, helping shows grow and connect with new audiences wherever people choose to listen," said Andrew Moss, SVP of Content Strategy and Development at SiriusXM. "We're applying that same philosophy to video - expanding our creators' reach across phones, computers, and connected TVs so their shows can be discovered by more fans in more places. Bringing our content to Tubi is another step in helping creators grow their audiences and businesses as video podcast viewing continues to expand."

The distribution model described by Moss - wide, non-exclusive placement across multiple platforms - contrasts with the exclusive content strategy SiriusXM has also been pursuing in parallel. In October 2025, the company secured an exclusive multi-year deal with the MrBallen podcast, including advertising sales rights across both audio and video editions. In July 2025, SiriusXM secured an exclusive agreement with the Morbid podcast starting September 2025. Both deals locked content into the SiriusXM network with exclusive advertising rights.

The Tubi arrangement is structurally different. Rather than locking SiriusXM content exclusively to Tubi, the deal adds Tubi as one additional distribution point for existing shows. The financial mechanism - a shared advertising revenue model - means SiriusXM does not pay for placement and Tubi does not pay for content; instead, both parties earn from advertising delivered against that content on Tubi's platform.

"Tubi is a platform built to help creators grow their fanbases and revenue, and this partnership with SiriusXM is a natural extension of that," said Rich Bloom, General Manager of Creator Programs and Executive Vice President of Business Development at Tubi. "By bringing some of the most compelling voices in podcasting to Tubi, we're giving creators a powerful new avenue to expand their reach and connect with viewers who are hungry for these stories. We're committed to being the platform where creators scale - and we're just getting started."

Video podcast advertising context

The structural case for video podcast distribution rests on a set of dynamics that have been building for several years. Edison Research began incorporating video podcast consumption data into its 2025 rankings after identifying that 84% of Generation Z monthly podcast listeners engage with video content. That change in methodology affected show rankings substantially. In the United Kingdom, smart TVs overtook computers as the second-most-used podcast screen as of data published in early June 2026, illustrating how consumption patterns are migrating to larger, connected screens.

For advertisers, the appeal of video podcast inventory on a platform like Tubi lies in the on-demand nature of the viewing. With more than 95% of Tubi's viewing on demand, brands placing ads against video podcast content can expect viewers who are actively choosing to watch rather than passively receiving a broadcast. The combination of that intentionality with the engaged audience characteristics typical of podcast listeners is the premise underlying the deal's commercial logic.

Podcast advertising spending hit a record $408 million in December 2025, the highest single month recorded in Magellan AI's dataset, with monthly spend rarely dipping below $300 million throughout 2025. Programmatic audio industry analysis published on PPC Land in December 2025 noted that Spotify's video podcast revenue jumped 300% in January 2025 following the launch of that platform's Partner Program - an indication of advertiser willingness to allocate budgets toward video podcast inventory when access mechanisms exist.

The SiriusXM-Tubi deal creates exactly that kind of access mechanism - a defined channel through which brands can reach video podcast audiences on connected TV screens within a programmatically enabled AVOD environment.

What it means for connected TV buyers

For media buyers operating across CTV and digital video, the deal adds a new layer of inventory type to Tubi's existing offering. Tubi already provided programmatic access through DV360 and had been building its advertiser product suite. At its IAB NewFronts presentation in March 2026, Tubi announced interactive ad formats including Scene Sense and Interactive Pause Ads, reflecting the platform's broader push toward engagement-driven advertising formats.

The addition of video podcast content brings a distinctly different audience composition from Tubi's standard film and television library. Podcast audiences are characterized by high engagement, habitual listening behavior, and strong recall rates. A Trade Desk and YouGov study covered by PPC Land in January 2026 found that nearly half of podcast listeners never skip their favorite shows - a behavioral signal that differentiates the format from passive video consumption.

The SiriusXM Podcast Network reaching 1 in 2 U.S. podcast listeners each month - as claimed by SiriusXM - suggests that the shows now available on Tubi carry brand recognition with a substantial proportion of the podcast-listening population. For advertisers building cross-platform campaigns that span audio and video, the presence of familiar podcast titles on a CTV platform creates continuity of context that purely library-based video environments do not offer.

CTV CPMs averaged $4.82 in January 2026, 29.2% higher year-over-year, according to DataBeat data reported by PPC Land in February 2026 - well above all other device categories. Whether video podcast inventory on Tubi commands rates comparable to standard CTV inventory, or whether it opens a separate pricing tier, will depend on how the shared advertising sales arrangement between Tubi and SiriusXM Media structures rate cards and buyer access.

Amazon DSP connection

SiriusXM Media announced an integration with Amazon DSP in September 2025, giving Amazon DSP buyers access to SiriusXM Media's 160 million monthly digital listeners through the AdsWizz Supply Side Platform. That integration was described as soon extending to the SiriusXM Podcast Network. With video podcast content now also distributed through Tubi - a platform that has its own Amazon partnership announced at its March 2026 NewFronts - the operational paths through which an advertiser can reach SiriusXM podcast audiences are multiplying across both audio and video channels.

The Tubi deal does not reference the Amazon DSP integration directly, and the advertising sold against video podcasts on Tubi will be managed through a shared Tubi and SiriusXM Media arrangement rather than any specified programmatic pathway. But the accumulation of distribution and demand-side partnerships across SiriusXM Media's portfolio creates a picture of a company attempting to make its podcast content accessible to buyers wherever they operate.

Timeline

Summary

Who: SiriusXM (NASDAQ: SIRI) and Tubi, Fox Corporation's (NASDAQ: FOXA, FOX) free streaming service, acting through SiriusXM Media as the advertising sales division.

What: A non-exclusive distribution and monetization agreement placing a selection of video podcasts from the SiriusXM Podcast Network on Tubi. The initial slate includes six shows: "Conan O'Brien Needs a Friend," "Rotten Mango," "The School of Greatness," "What Now? with Trevor Noah," "Moral of the Story," and "The Deep 3 Podcast." Advertising sales for these video podcasts on the platform will be shared between Tubi and SiriusXM Media. The deal expands SiriusXM's video podcast reach to connected TVs, web, and mobile through Tubi's platform.

When: The deal was announced on June 2, 2026.

Where: The video podcasts will be available on Tubi across all platforms where the service operates, including connected TVs, web browsers, and mobile devices. Tubi is accessible in the United States and other markets where it is distributed.

Why: SiriusXM is applying a broad-distribution model - already established in audio podcasting - to video, seeking to reach new audiences by placing creator content across multiple platforms rather than restricting it to a single destination. Tubi gains a new content category in video podcasts that complements its film and television library while creating premium advertising inventory targeting engaged, on-demand audiences. For brands, the deal opens video podcast advertising against a free streaming audience of 100 million monthly users, with more than 95% of Tubi viewing occurring on demand.