SiriusXM partners with School of Greatness

SiriusXM has renewed and expanded its partnership with Lewis Howes and his 'School of Greatness' podcast, one of the top-ranked self-improvement and motivational podcasts in the world. The deal includes a continued presence on SiriusXM's podcast network, with distribution across SiriusXM's platforms and potentially Pandora. Notably, the partnership also involves Tubi, the Fox-owned free ad-supported streaming television (FAST) service, suggesting a multi-platform content and advertising play that extends School of Greatness beyond audio into video streaming. This renewal signals SiriusXM's ongoing commitment to locking in premium podcast talent and content as the audio streaming wars intensify. The significance of this deal lies in its cross-platform nature, bridging podcast audio distribution with FAST/CTV video distribution. By aligning School of Greatness with both SiriusXM and Tubi, the partnership creates a bundled content ecosystem that allows advertisers to reach Howes' highly engaged audience across multiple touchpoints — audio, streaming video, and potentially digital. This is increasingly common as media companies seek to offer advertisers unified, cross-channel reach against premium content brands. For the AdTech ecosystem, this deal reflects the broader trend of podcast and creator IP being leveraged as premium advertising inventory across converging audio and video platforms. SiriusXM's ad sales infrastructure, combined with Tubi's AVOD/FAST advertising model, positions this partnership as a meaningful vehicle for brand advertisers seeking contextually relevant, brand-safe environments with measurable audiences.

This partnership highlights the accelerating convergence of podcast advertising and connected TV/FAST advertising, two of the fastest-growing segments in digital media. SiriusXM, which owns Pandora and AdsWizz, has significant programmatic audio advertising infrastructure, and deals like this help it compete against Spotify and iHeartMedia for premium podcast inventory. The inclusion of Tubi introduces a CTV/AVOD dimension that expands advertiser reach and signals that podcast creators are increasingly being treated as multi-platform media brands rather than audio-only properties. For advertisers, this creates opportunities for integrated audio and video buys against a single content brand, improving frequency management and audience targeting. Competitively, this puts pressure on Spotify and Amazon Music/Audible to similarly bundle their podcast talent with video or streaming partners. The deal also underscores the value of creator-led media brands as durable advertising vehicles, a trend that is reshaping how media companies structure content partnerships and ad sales.