Observed Signal · Jun 2, 2026 · Partnership · Source: Cord Cutters News · Impact: 3/5 · Sentiment: Positive
SiriusXM Brings Video Podcasts to Tubi
Tubi and SiriusXM announced a non-exclusive partnership to distribute a selection of SiriusXM’s video podcasts on Tubi. The deal will make shows available to Tubi’s roughly 100 million monthly active users and share advertising revenue between Tubi and SiriusXM Media. Initial titles include 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, with more to follow. SiriusXM frames the move as expanding creator reach across devices and connected TVs, while Tubi says the partnership helps creators grow audiences and revenue and provides new ad options for brands.
Expands video-podcast distribution onto a major AVOD/FAST platform (Tubi), creating new CTV inventory and joint ad revenue opportunities for creators and advertisers.
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Key Takeaways & Evidence Grounding
- Tubi and SiriusXM entered a non-exclusive distribution and monetization partnership announced on 2026-06-02.
- Selected SiriusXM video podcasts will be made available on Tubi’s platform to its ~100 million monthly active users.
- Advertising sales for the video podcasts on Tubi will be shared between Tubi and SiriusXM Media (SiriusXM’s advertising division).
- Initial slate includes: Conan O’Brien Needs a Friend; Rotten Mango; The School of Greatness; What Now? with Trevor Noah; Moral of the Story; The Deep 3 Podcast.
Connected Companies & Entities
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Tubi Adds SiriusXM Video Podcasts to 100M Users
Tubi, the Fox-owned free streaming service, struck a distribution deal with SiriusXM to add video podcasts (including Conan O'Brien Needs a Friend and What Now? with Trevor Noah) to its platform reaching 100 million monthly active users; advertising inventory will be sold jointly by both companies. The article highlights audience and market context: 61% of FAST viewers are cord-cutters or cord-nevers (VAB analysis of MRI‑Simmons), FAST ad revenue is projected to reach $5 billion by 2028 (S&P Global Market Intelligence), and the 25–34 cohort is the fastest-growing segment for FAST viewing. It warns of an "AI discovery gap": AI assistants often omit free streaming services in where-to-watch answers (a March 2026 study found ChatGPT and Claude returned correct where-to-watch answers 43.76% and 50.21% of the time, respectively), which could prevent ads from being seen. The piece urges publishers to treat structured metadata as distribution infrastructure and to involve advertising partners in discovery work.
Tubi Turns YouTube Hits into Streaming Exclusives
Tubi is expanding beyond licensed movies and FAST channels by investing in creator-led programming and exclusive content deals. The streaming service added an exclusive new six-episode season of Donut Media’s HiLow—titled HiLow: $5K Civic vs. $50K Civic—and is promoting creator content alongside recent partnerships (including deals with SiriusXM and comedian/producer KevOnStage). Donut Media says HiLow has generated more than 200 million views and its YouTube channel has surpassed 3 billion total views. Tubi — which the article says reaches more than 100 million monthly active users — also reports its creator program includes over 20,000 episodes from 300+ creators and recently added five new free live channels (Jubilee, Law & Crime, Mythical 24/7, Love Island, Paternity Court). The moves illustrate Tubi’s strategy to differentiate its AVOD/FAST offering by leveraging creator audiences and video podcasts.
Tubi Teams Up with TikTok Stars for Original Content
Fox-owned streaming service Tubi launched the "Creatorverse Incubator" in partnership with TikTok to support social creators in producing original, exclusive series for Tubi. The program offers creators promotional support and potential funding, and will allow selected creators to produce scripted or unscripted series with creative control. Tubi plans to announce the first cohort later this summer. The move builds on prior creator initiatives — including a program bringing YouTube creators like Mythical Entertainment and other efforts such as partnerships with Kickstarter and the "Stubios" filmmaker program — and aims to attract younger viewers to Tubi’s ad-supported platform, which reports more than 100 million monthly active users. TechCrunch notes Tubi’s ad-supported viewing share grew (Nielsen) from 2.2% in May 2025 to 6.2% in Q4 2025, and that Tubi reached profitability in 2024.
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