Giggly Squad’s SiriusXM deal signals a shift from podcast networks to creator ecosystems
The Giggly Squad deal shows podcasts have turned another corner. Video, short-form, IRL shows...where does the podcast go from here?
Last month, SiriusXM announced a multi-year deal worth $160 million with Giggly Squad, a podcast created by Paige DeSorbo and Hannah Berner. Just weeks later, the duo sold out multiple nights of live performances at Madison Square Garden, marking a significant shift in the podcasting landscape. This unprecedented development signals that platforms are increasingly competing for creator-led businesses rather than individual shows.
Kelli Hurley, Vice President and Head of Content and Podcast Partnership at SiriusXM, expressed amazement at the demand for Giggly Squad. She emphasized that while SiriusXM had prepared for this, the magnitude of the interest was unprecedented. Tom Webster, Partner at trade association Sounds Profitable, noted that despite podcast reach remaining flat since 2024, 8% of people who have consumed a podcast started doing so within the last 30 days.
This steady influx of new customers is prompting platforms like Spotify, Apple, and SiriusXM to actively court them.
The Giggly Squad deal highlights a broader trend in podcasting, where the focus is moving from traditional podcast networks to a more creator-centric ecosystem. This shift suggests that platforms are not only seeking to attract popular shows but also to engage with the creators behind them, fostering a more symbiotic relationship in the evolving media landscape.
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