SiriusXM
is planning a significant new initiative meant to bolster podcasting on Pandora, the company’s streaming audio platform.
With Pandora competitors, such as Spotify, bulking up their
exclusive podcast offerings, the company is turning to its satellite radio parent company for help.
The initiative will see SiriusXM take audio content from its satellite
radio channels and adapt them as podcasts.
At launch, nearly two dozen podcasts will be available, spanning genres. Chris “Mad Dog” Russo will host a podcast version
of his daily sports talk show, with Adam Schein and Dave LaGreca also contributing sports podcasts.
Pastor Joel Osteen will host a podcast, as will former MTV VJ’s Sway and
Mark Goodman in the music category. Shows from Kevin Hart, Jeff Foxworthy, Ricky Gervais and Larry the Cable Guy will round out the comedy genre, with Andy Cohen, Jenny McCarthy and Hoda Kotb hosting
entertainment podcasts.
The move is the latest example of SiriusXM bulking up Pandora since acquiring the streaming service earlier this year, while also leveraging Pandora’s data
and streaming capabilities.
The company launched its first major
cross-platform initiative, Pandora Now, earlier this month.
SiriusXM’s president and Chief Content Officer Scott Greenstein stated the deal will help promote the satellite radio
service, while simultaneously providing a wealth of podcast content to Pandora.