A podcast can start with two microphones, a loyal audience and a conversation people can’t wait to hear. But the biggest opportunity may come when that show becomes something more: a community, a slate of content, a live experience and a business that can grow across platforms.
That is the bigger idea behind SiriusXM’s four-year deal with Giggly Squad, the podcast hosted by Hannah Berner and Paige DeSorbo. The deal, announced in September, reportedly falls between $140 million and $160 million. SiriusXM has not disclosed its financial terms, so those figures should be treated as reported estimates, not confirmed amounts.
The agreement includes exclusive distribution through the SiriusXM Podcast Network, global ad-sales rights for the show’s audio and video editions, new exclusive programming planned for 2027 and support for the hosts’ existing live tour model. The companies are also exploring ways to bring the show into radio programming. Episodes remain available on YouTube and open podcast apps, showing that an exclusive deal doesn’t necessarily mean shutting every other door to listeners.
For creators watching the news, the lesson isn’t that every show should chase a nine-figure contract. It’s that buyers may see more value in the whole creator business than in an audio feed alone.
A show is the starting point, not the whole business
A podcast episode is one product. The people who tune in, talk about it, watch it, attend events and come back each week are the foundation of something bigger.
In Giggly Squad’s case, the package reaches beyond audio. It includes video, advertising, live events and the possibility of new programming. That gives the partnership more than one way to connect with an audience and more than one way to generate value.
SiriusXM’s third-quarter results offer a useful snapshot of why platforms are paying attention. The company reported podcast advertising growth of 20 percent year over year. That growth suggests advertisers see value in podcast audiences, and that a creator with a dependable audience may have opportunities beyond traditional episode sponsorships.
For a buyer, a show with multiple active formats can be more appealing than a feed that only publishes audio. Video can create additional viewing and advertising inventory. Live events give listeners a shared experience. New programs can extend a familiar voice into fresh formats. A strong community can help those efforts find an audience.
The point is not to add every format at once. It’s to understand what your audience already wants and build from there.
Think in revenue surfaces
A “revenue surface” is simply a place where your work can reach an audience or earn income. For a creator, that might mean audio, video, a live show, a product, a paid membership or a brand partnership.
You don’t need to turn every idea into a separate revenue stream. Instead, look for natural ways to let your best work travel.
If listeners enjoy your conversations, would they also watch a video edition? If people regularly share your advice, could a workshop or digital resource help them put it into practice? If your audience is concentrated in a few cities, would a small live event feel like a meaningful extension of what you already do?
Each new format takes time and energy, so choose carefully. A sustainable creator business should be built around the formats you can deliver consistently, not a pile of commitments that leave you stretched thin.
A simple first step is to map your current work:
- What do you publish now?
- Where does your audience engage most?
- What do people ask you for repeatedly?
- Which new format could serve that demand without changing what makes your work distinctive?
That’s a more useful starting point than adding platforms just because other creators are doing it.
Build audience relationships that can travel
Platforms can bring discovery, distribution and commercial opportunities. They can also change their rules, recommendation systems and reach. That’s why it’s worth building ways to stay connected with your audience across more than one channel.
For a creator, this could mean a newsletter, a community space, regular live events or a consistent presence on more than one platform. The aim isn’t to pull people away from the places they already enjoy. It’s to make sure your relationship with them doesn’t depend entirely on a single feed or algorithm.
The Giggly Squad arrangement is a useful reminder that exclusive distribution and broad audience access can coexist. SiriusXM gains exclusive distribution through its network, while episodes remain accessible on YouTube and open podcast apps. The details of any deal will vary, but the larger principle stands: reach is valuable, and creators should understand exactly how that reach works across channels.
An audience that follows a creator from audio to video to a live room is demonstrating more than a one-time click. It’s showing a relationship that can endure as the format changes.
Make the business case visible
A creator doesn’t have to wait for a major platform to build a clearer picture of their business. Start tracking the information that helps you understand what’s working.
That might include audience growth over time, repeat listening or viewing, email engagement, ticket sales, sponsor renewals, conversion rates and revenue by format. You don’t need a complicated dashboard. A simple, regularly updated record can show whether your work is building a dependable business or relying on one burst of attention.
This matters because buyers and partners aren’t only evaluating the content. They’re considering whether an audience returns, whether a business can deliver consistently and whether the creator has room to grow. A strong creative identity gets people interested; reliable habits and clear evidence help show that the opportunity can last.
It’s also important to keep the numbers in perspective. A reported deal value is not a template or a promise of what another creator can earn. The reported Giggly Squad figures have not been confirmed by SiriusXM, and a large partnership can reflect a unique combination of audience, timing, formats and negotiated rights. The useful takeaway is not to measure your progress against a headline. It’s to build something sturdy enough that a partner can understand its value.
A creator business checklist
As you think about what comes next, use these questions to guide your plans:
- Do I have more than one way to reach people? Consider audio, video, live experiences or another format that suits your work.
- Can my audience find me across platforms? Build a few reliable ways to stay connected, rather than depending on one channel.
- Do I understand where my revenue comes from? Track the formats, partnerships and products that contribute to your income.
- Is my business repeatable? Look for routines and revenue that can continue, not just one-off moments.
- Does each new opportunity fit my audience? Expansion works best when it grows from real interest, not pressure to be everywhere.
- Can I explain the value of what I’ve built? Be ready to describe who your audience is, what they respond to and how your work could grow.
Build for the audience you have, and the one you could serve
The biggest creator opportunities often begin with the same small ingredients: a clear point of view, a consistent body of work and people who feel connected to it. Over time, that connection can support new formats, stronger partnerships and more durable revenue.
The Giggly Squad deal brings that possibility into focus. The reported value may attract attention, but the business logic is the more useful signal: platforms are looking for creators whose audiences and content can move across audio, video, advertising, live experiences and future programming.
You don’t need to build every part of that today. Start by taking your audience seriously, understanding what they return for and making thoughtful choices about where your work can go next. A show may be the thing people discover first. A well-built creator business gives them, and you, more ways to stay for the long run.