# Podcast Platform Acquisitions SirusXM Recently Purchased the Stitcher Platform for Ad Targeting By Daniel Johnson | Published 2020-07-14 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/podcast-platform2 References: [engadget](https://www.engadget.com/siriusxm-acquires-stitcher-podcasts-122816348.html) & [siriusxm](https://www.siriusxm.com/) SiriusXM recently acquired the Stitcher podcast platform, in a $35 million USD deal. The podcast platform was purchased from a company named E.W Scripps, which previously purchased Stitcher from [Deezer](https://www.trendhunter.com/trends/deezer-ai-music-detector) back in 2016. Despite the platform changing hands a number of times, the acquisition will help expand content production and distribution for SiriusXM. Purchasing the Stitcher platform will also help SiriusXM expand its advertising capabilities. This is due to the fact that Stitcher is integrated with the Midroll Media network, where advertising companies can be linked with content produces in order to reach a target audience. SiriusXM stated that Stitcher's infrastructure will enable, "precision targeting, ad efficiency and improved measurement capabilities." The acquisition also follows SiriusXM's current direction, as it recently purchased the Simplecast platform Image Credit: podcast platform ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 18% | Activity: 57% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Multimedia](https://www.trendhunter.com/multimedia) ## Key Themes ### What's Driving This Trend - **Podcast Platform Acquisitions:** Opportunity for businesses to acquire podcast platforms to expand content production and distribution. - **Ad Targeting in Podcasts:** Disruptive innovation opportunity for advertising companies to reach target audiences through podcast platforms. - **Improved Measurement Capabilities:** Opportunity to enhance ad efficiency and precision targeting with improved measurement capabilities in podcast platforms. ### Who This Affects Most - **Media:** Media industry can capitalize on podcast platform acquisitions to strengthen content production and distribution. - **Advertising:** Advertising industry can leverage podcast platforms for effective ad targeting and reaching specific audiences. - **Measurement and Analytics:** Measurement and analytics industry can benefit from improved measurement capabilities in podcast platforms for more accurate targeting and analysis. ## Related on Trend Hunter - [Streaming Audiobook Platform Acquisitions](https://www.trendhunter.com/trends/findaway-platform.md) - [Free Podcasting Platforms](https://www.trendhunter.com/trends/pocket-casts.md) - [Podcast Playback Platforms](https://www.trendhunter.com/trends/pocket-casts1.md) - [Esports Tournament Platform Acquisitions](https://www.trendhunter.com/trends/challengermode-stryda.md) - [Podcast Guest Networks](https://www.trendhunter.com/trends/podzter.md) - [Premium Podcast Features](https://www.trendhunter.com/trends/synced-feeds.md) - [Live Audio Streaming Platforms](https://www.trendhunter.com/trends/amazon-amp.md) - [Podcast Employee Engagement Platforms](https://www.trendhunter.com/trends/private-podcasting-platform.md) - [Kid-Friendly Podcast Services](https://www.trendhunter.com/trends/wondery.md)