Sirius XM Holdings Inc. has secured a multiyear agreement with Alex Cooper, the renowned host of the Call Her Daddy podcast, in a deal valued at $100 million. This strategic partnership gives SiriusXM exclusive rights to sell advertisements across both the audio and video versions of Cooper’s show, as well as additional content and events tied to the Call Her Daddy brand.
Under this new arrangement, Cooper, who has become one of the most influential voices in podcasting, will bring her popular show and its associated network to SiriusXM. Previously, Cooper’s Call Her Daddy was exclusively distributed by Spotify, where it amassed over 4 million followers. The show was ranked as the seventh-most-popular podcast in the U.S. during the first quarter of this year, according to Edison Research. The deal also encompasses content from Cooper’s Unwell Network, which includes podcasts by prominent influencers like Alix Earle and Madeline Argy.
“Alex’s bold and unfiltered approach has built a passionate and loyal audience, making her a perfect fit for the type of content our subscribers value,” said Scott Greenstein, President of SiriusXM, in a statement. While Cooper’s representative did not comment on the deal, the move is seen as a significant addition to SiriusXM’s content portfolio.
SiriusXM plans to start rolling out exclusive content related to Call Her Daddy in 2025. Following the announcement, the company’s shares rose by as much as 7.2%, reaching $3.26 in New York trading.
This deal with Cooper follows a similar high-profile agreement SiriusXM made in January when it signed a three-year contract worth more than $100 million with SmartLess, a podcast hosted by actors Will Arnett, Jason Bateman, and Sean Hayes. SiriusXM is also enhancing its offerings by introducing a new subscription service on Apple Podcasts, offering ad-free episodes for $5.99 a month, with Call Her Daddy included in the package.
Analysts from Bloomberg Intelligence, Geetha Ranganathan and Kevin Near, believe this deal could play a pivotal role in revitalizing subscriber growth at SiriusXM, particularly as the company’s contract with Howard Stern approaches its expiration in 2025. Exclusive content, they note, is critical for maintaining and expanding SiriusXM’s subscriber base in an increasingly competitive market.
Analysis and Market Impact
For investors, SiriusXM’s $100 million deal with Alex Cooper represents a calculated effort to strengthen its content portfolio and attract a younger, digitally-savvy audience. The exclusive rights to one of the world’s most popular podcasts could not only enhance the company’s value proposition but also drive subscriber growth at a time when content is king.
The market’s positive reaction, reflected in the uptick in SiriusXM’s share price, underscores the confidence investors have in the company’s strategy of leveraging exclusive content to differentiate itself from competitors. As traditional media companies continue to pivot towards digital and streaming services, securing high-profile talent like Cooper is crucial for SiriusXM’s long-term growth.
Moreover, the timing of this deal is strategic, particularly with SiriusXM’s lucrative contract with Howard Stern set to expire in 2025. By diversifying its exclusive content offerings, SiriusXM is positioning itself to retain and attract subscribers even if negotiations with Stern prove challenging. The addition of Call Her Daddy and its associated network could thus be a key factor in the company’s efforts to sustain and boost its subscriber base.
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