SiriusXM has finalized the acquisition of podcast platform Stitcher from E.W. Scripps for $325 million, as previously announced. Following this completion, Stitcher’s podcast content is now available on Pandora across all subscription levels. This agreement introduces popular Stitcher programs to Pandora listeners, featuring titles such as “Freakonomics Radio,” “My Favorite Murder,” “SuperSoul Conversations from the Oprah Winfrey Network,” “Office Ladies,” “Conan O’Brien Needs a Friend,” “Literally! with Rob Lowe,” “LeVar Burton Reads” and “WTF with Marc Maron,” and many more.

On the Pandora platform, these podcasts will be categorized and organized utilizing the company’s unique Podcast Genome Project technology. This system employs automated processes – including natural language processing, collaborative filtering, and various machine learning techniques – alongside human oversight to deliver tailored podcast recommendations to users of the Pandora app.

The podcasts will also remain accessible through the Stitcher app throughout North America, according to the company.

The acquisition of Stitcher includes several valuable resources, notably its dedicated mobile application, which features a premium subscription tier with exclusive content, and the Midroll Media network for podcast advertising. Stitcher is also involved in the creation of original podcast programs and manages multiple content networks through Earwolf.

As a result of this finalized deal, SiriusXM now possesses a library of thousands of leading podcasts. The company asserts that it now commands the “largest addressable audience in North America” across the entire digital audio landscape, encompassing music, sports, talk radio, and podcasts, through the combined reach of its satellite radio service, the Pandora streaming app, and now Stitcher.

SiriusXM anticipates that this acquisition will encourage more content creators to join its platform, benefiting from the improved production, marketing, and distribution resources now available. Furthermore, advertisers will have the ability to target podcast audiences with greater precision for enhanced advertising effectiveness, and will have access to more detailed performance metrics, as stated by SiriusXM.

Regarding leadership, Stitcher’s CEO, Erik Diehn, will now report to Scott Greenstein, president and chief content officer of SiriusXM, who also manages content for Pandora. Stitcher’s chief revenue officer, Sarah van Mosel, will report directly to John Trimble, chief advertising revenue officer of SiriusXM.

“We are strengthening our standing in the podcasting space, which is experiencing the most rapid growth within digital audio, and this transaction’s completion brings our vision to fruition,” stated Jim Meyer, CEO of SiriusXM, in a release regarding the deal’s finalization. “With Stitcher and its diverse assets, we are now a comprehensive resource for podcast creators, publishers, and advertisers, while simultaneously offering listeners access to a wide range of exceptional shows, series, and programming.”

Despite the disruptions caused by the coronavirus pandemic on various consumer behaviors, podcasting has continued to demonstrate significant growth. Podcast downloads have recovered to levels seen before the COVID-19 outbreak this summer, and Spotify reported a more than doubling of podcast consumption in the second quarter, with nearly 21% of its active users now engaging with podcast content.

This is not SiriusXM’s initial investment in podcasts or related advertising technologies. The company also purchased podcast management platform Simplecast in June, and previously acquired AdsWizz for $66.3 million to enhance Pandora’s advertising capabilities.