In a move that’s set to shake up the podcasting world, SiriusXM has signed a multiyear deal with Alex Cooper, host of the wildly popular “Call Her Daddy” podcast, reportedly worth up to $125 million. This new partnership signals the end of Cooper’s exclusive pact with Spotify and marks the beginning of a new chapter for both the podcast and the satellite radio giant. But what exactly makes this deal such a big win for SiriusXM, and why did they make such a significant investment in Cooper and her brand?

The Magnetic Appeal of “Call Her Daddy”

“Call Her Daddy” isn’t just a podcast—it’s a cultural phenomenon. Since its inception at Barstool Sports, the show has amassed a loyal following, known as the “Daddy Gang,” who tune in for Cooper’s candid, unfiltered discussions on everything from dating and sex to mental health and self-care. Cooper’s willingness to tackle taboo topics with humor and honesty has resonated with a wide audience, particularly among younger listeners.

SiriusXM’s decision to partner with Cooper makes perfect sense when you consider the immense popularity and influence of “Call Her Daddy.” The podcast’s audience is not just large; it’s fiercely loyal. Cooper’s ability to connect with her listeners on a personal level has made her one of the most listened-to female podcasters in the world. For SiriusXM, this is a chance to tap into that dedicated fanbase and bring them into their ecosystem.

Why SiriusXM Made the Deal

The podcasting space has become increasingly competitive, with major players like Spotify, Apple, and Amazon all vying for exclusive content that can draw in listeners and, by extension, advertisers. SiriusXM’s $125 million deal with Alex Cooper is a strategic move designed to secure a key piece of content that aligns perfectly with their broader goals. Here’s why this deal was a smart move:

1. Expanding Content and Audience Reach

SiriusXM has been steadily building its podcast portfolio over the past few years, making big acquisitions and signing exclusive deals with top-tier talent. By bringing “Call Her Daddy” into the fold, SiriusXM is not just adding another popular show to its lineup; they’re gaining access to a massive, engaged audience that might not have been traditional SiriusXM subscribers.

This move allows SiriusXM to reach a younger, more diverse demographic—a key audience for future growth. Podcasts like “Call Her Daddy” attract listeners who are not just consuming content passively but are highly engaged and willing to invest time and money into the shows they love. For SiriusXM, this means more opportunities to monetize through subscriptions, advertising, and exclusive content.

2. Leveraging the Unwell Audio Network

The deal with Cooper isn’t just about “Call Her Daddy.” It also includes her Unwell Audio Network, which is set to roll out new content in 2025. This gives SiriusXM access to an entire slate of shows produced under Cooper’s brand, further expanding their content library and diversifying their offerings.

The Unwell Audio Network is particularly interesting because it’s focused on elevating voices and stories that resonate with Gen Z—a demographic that is notoriously difficult to capture. By partnering with Cooper, SiriusXM is positioning itself to be at the forefront of content that appeals to this younger audience, ensuring they stay relevant in an ever-changing media landscape.

3. Building on the Success of Past Acquisitions

This isn’t the first time SiriusXM has made a big bet on podcasting. In recent years, they’ve signed deals with other major podcasts like “SmartLess” and acquired companies like Team Coco and Stitcher. These moves have been part of a broader strategy to establish SiriusXM as a dominant force in the podcasting space.

The deal with Alex Cooper builds on this success by adding another high-profile show to their roster. “Call Her Daddy” brings with it not just a massive audience, but also a brand that is synonymous with bold, boundary-pushing content—exactly the kind of programming that SiriusXM wants to be known for.

The Financials: Why $125 Million?

At first glance, the $125 million price tag might seem steep, but when you consider the potential return on investment, it starts to make sense. Cooper’s Spotify deal, reportedly worth $60 million, was for exclusive distribution and advertising rights. With SiriusXM, the stakes are higher, as the deal includes not just distribution and advertising, but also content development, events, and more.

For SiriusXM, this is about more than just securing a popular podcast—it’s about building a long-term partnership that can generate revenue across multiple streams. From exclusive content and live events to merchandise and advertising, there are numerous ways for SiriusXM to monetize this deal and make a significant return on their investment.

The Broader Impact on Podcasting

SiriusXM’s deal with Alex Cooper is yet another example of how the podcasting landscape is evolving. What started as a niche medium has now become a major battleground for media companies looking to secure exclusive content. As more and more listeners turn to podcasts for their entertainment and information, the value of high-quality, engaging content is only going to increase.

For podcasters, deals like this one are a sign that the industry is maturing. What was once a DIY medium is now attracting serious investment, with major players willing to spend big to secure top talent. This is good news for creators, who now have more opportunities than ever to monetize their content and build sustainable careers.

Conclusion: What This Means for SiriusXM

SiriusXM’s $125 million deal with Alex Cooper is a bold move that underscores their commitment to being a leader in the podcasting space. By securing “Call Her Daddy” and the Unwell Audio Network, SiriusXM is not just adding more content to their lineup—they’re making a strategic investment in the future of media.

As the podcasting industry continues to grow, expect to see more deals like this one. For SiriusXM, this partnership with Alex Cooper is a clear signal that they’re serious about being a major player in the podcasting world. And for fans of “Call Her Daddy,” it means more of the content they love, delivered in new and exciting ways.

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