SiriusXM secures MrBallen podcast in exclusive deal starting November

SiriusXM announced a multi-year exclusive agreement with John Allen, known as MrBallen, on October 27, 2025. The deal brings "The MrBallen Podcast: Strange, Dark & Mysterious Stories" to the SiriusXM Podcast Network beginning November 1. According to the announcement, the agreement includes exclusive distribution rights for both the podcast and MrBallen's YouTube channel.

The arrangement grants SiriusXM Media exclusive advertising sales rights across both audio and video editions of the podcast. SiriusXM Media will also handle advertising for new programming formats currently in development and the MrBallen network of shows.

"I am thrilled and honored to be part of the SiriusXM family, and excited to welcome even more people around the world to the strange, dark, and mysterious community," John Allen stated in the press release.

The MrBallen podcast launched in 2022 and has accumulated more than 10 million subscribers on YouTube alone. The show features John Allen, a former Navy SEAL, narrating accounts of unexplained stories and extraordinary encounters. Episodes release weekly with content focusing on mysteries and unusual occurrences.

Scott Greenstein, President and Chief Content Officer at SiriusXM, emphasized the strategic value of the acquisition. "John Allen has built 'The MrBallen Podcast' into a global phenomenon," Greenstein stated. "His distinctive storytelling has captivated millions and set a high bar in the genre."

The agreement positions SiriusXM to compete in the expanding video podcast advertising market, where platforms increasingly prioritize visual content. Video podcast content enables diverse advertising formats including pre-roll video ads, mid-roll placements, overlay advertisements, and product placement opportunities that command higher rates than audio-only advertising, according to industry analysis.

The deal strengthens SiriusXM's position in true crime and mystery content. The company previously secured exclusive agreements with the Morbid podcast on July 30, 2025, and the Rotten Mango podcast earlier in the year. According to the October 27 announcement, these additions solidify SiriusXM's position as a destination for mystery, suspense, and true crime storytelling.

The SiriusXM Podcast Network represents more of the top 20 podcasts than any other network, according to Edison Research ranking of the top 50 podcasts of Q2 2025 based on listenership. The network reaches 1 in 2 podcast listeners in the United States each month.

The MrBallen agreement expands SiriusXM's portfolio of YouTube channels. The network already includes Team Coco, Rotten Mango, Mel Robbins, and Call Her Daddy. YouTube's emergence as the dominant podcast platform represents a fundamental shift that positions the company uniquely to capture the growing video podcast market.

Platform distribution data shows YouTube capturing significant market share among podcast consumers. Research from Edison Research and SXM Media indicates 70% of Gen Z listeners find podcasts through YouTube recommendations, while 75% discover new shows through brief podcast clips on social media.

The advertising implications extend beyond traditional podcast monetization. YouTube's advertising integration capabilities provide monetization advantages that purely audio platforms cannot replicate, with sophisticated targeting capabilities developed through years of video advertising experience.

The announcement follows SiriusXM's launch of its Podcasts+ premium subscription service in August 2024. That service offers ad-free listening, early access to new episodes, and exclusive bonus content for $5.99 monthly or $44.99 annually through Apple Podcasts.

SiriusXM Podcasts+ subscribers will receive early access to new MrBallen episodes. According to the announcement, new episodes will continue availability on the SiriusXM app and all other podcast platforms. Subscribers can sign up directly in Apple Podcasts or through siriusxm.com/podcasts-plus-subscription.

The MrBallen YouTube channel has generated billions of views since Allen began creating content in 2020. The channel initially gained traction on TikTok before expanding to YouTube and audio podcast formats. Allen uses proceeds from the content to support the MrBallen Foundation, which provides education, training, and financial support to victims of heinous crimes and their families.

Ballen Studios encompasses the broader content operation beyond the podcast. The company develops projects spanning film, television, publishing, live touring, merchandising, audio, and digital-first platforms. The studio's mission centers on authentic storytelling across multiple mediums.

The exclusive advertising arrangement provides SiriusXM Media control over both audio and video ad inventory. This model mirrors SiriusXM's agreement with the Morbid podcast, which granted the company exclusive ad sales rights beginning September 1, 2025.

Industry data suggests substantial growth potential for video podcast monetization. Data from June 2025 showed revenue per mille figures for video content exceeded traditional audio-only podcast advertising rates, with video content typically commanding higher advertiser rates due to increased engagement opportunities and expanded creative possibilities.

The programmatic advertising landscape continues evolving to accommodate video podcast formats. Audioboom reported in October 2025 that it generates over 13% of its overall business from video revenue, marking an 18% year-on-year increase in quarterly revenue to $20.4 million.

Consumers dedicate 31% of their media time to audio content, yet advertisers allocate only 9% of their budgets to audio platforms, creating opportunities for podcast advertising growth. This gap between consumer engagement and advertiser investment allocation represents a significant opportunity for platforms expanding their podcast operations.

True crime content has proven particularly valuable for advertisers seeking engaged audiences. The number of weekly true crime podcast listeners in the United States nearly tripled over five years, climbing from 6.7 million listeners in 2019 to 19.1 million in 2024, according to research from Edison Research and Audiochuck.

The MrBallen podcast occupies a unique position within the true crime genre by focusing on unexplained mysteries and extraordinary encounters rather than exclusively covering criminal cases. This approach differentiates the content while maintaining appeal to audiences interested in suspenseful storytelling.

SiriusXM operates as the leading audio entertainment company in North America with a combined monthly audience of approximately 170 million listeners. The portfolio includes the flagship SiriusXM subscription service, Pandora's ad-supported and premium music streaming services, an expansive podcast network, and business and advertising solutions.

The integration with Amazon DSP announced in September 2025 provides additional distribution capabilities for SiriusXM's advertising inventory. That partnership enables Amazon DSP users to access SiriusXM Media's 160 million monthly digital listeners through the AdsWizz Supply Side Platform.

The October 27 announcement positions SiriusXM to capitalize on shifting podcast consumption patterns. With 84% of Gen Z monthly podcast listeners engaging with video podcast content, YouTube's visual capabilities align directly with evolving consumption preferences among younger audiences who represent the future of podcast consumption.

Market implications extend to content creator strategies. Native YouTube uploads accommodate diverse formats including interview shows with multiple camera angles, educational content with screen recordings, and narrative podcasts with animated sequences. The MrBallen channel's visual storytelling approach leverages these capabilities.

The exclusive agreement includes programming currently in development. According to the announcement, John Allen expressed enthusiasm about working with SiriusXM to develop new projects. "Working with the incredible team at SiriusXM will allow me to take that dream to the next level, and I can't wait to show our fans the new projects we're developing together," Allen stated.

Allen resides in Austin, Texas, with his wife and three children. The former Navy SEAL's transition from military service to content creation represents a broader trend of individuals building media businesses through podcast platforms.

The timing of the announcement coincides with broader consolidation in the podcast industry. Netflix and Spotify announced a distribution partnership on October 14, 2025, bringing video versions of select podcasts to Netflix's streaming platform. That deal covers 17 distinct podcast properties spanning sports, culture, lifestyle, and true crime content.

Measurement methodologies continue adapting to multi-platform consumption patterns. Edison Research began incorporating data from individuals whose sole podcast consumption occurred through video platforms in 2025, reflecting changes in how audiences engage with podcast content.

The MrBallen acquisition demonstrates SiriusXM's strategy of securing exclusive content to differentiate its offerings in a competitive market. The approach mirrors tactics employed by Spotify, which expanded automated podcast buying to 170 million listeners across 12 markets on July 11, 2025.

According to the announcement, the MrBallen podcast has consistently ranked among the top shows across platforms since its 2022 launch. The show has built a community of listeners who tune in weekly for storytelling that entertains, informs, intrigues, and sometimes frightens audiences.

The advertising sales arrangement grants SiriusXM Media access to a diverse audience across multiple formats. The MrBallen network includes the flagship podcast, the YouTube channel, and additional programming in development. This multi-format approach aligns with industry trends toward comprehensive content ecosystems rather than standalone shows.

SiriusXM's content strategy emphasizes both audio and video capabilities. The company positions itself as home to the biggest names in podcasting, whether they originate as audio or video stars. This platform-agnostic approach recognizes changing consumption patterns and advertiser demand for flexible inventory.

The October 27 announcement arrives as Audioboom reported record Q3 2025 revenue with 18% growth driven by video expansion. That company achieved $20.4 million in revenue and $1.2 million in profit for the third quarter while ranking number one in U.S. video podcasts.

For marketers, the MrBallen deal represents another data point in the shift toward video podcast advertising. The format offers enhanced creative possibilities compared to audio-only content while maintaining the intimate, engaged listening experience that defines successful podcasts.

The agreement takes effect November 1, 2025, providing SiriusXM with exclusive distribution and advertising rights across all MrBallen content. Existing audience access remains unchanged, with new episodes continuing availability on the SiriusXM app and all other podcast platforms.

Timeline

• 2018: Morbid podcast launches, establishing foundation for true crime genre growth
• 2019: True crime weekly podcast listeners reach 6.7 million in the United States
• 2020: John Allen (MrBallen) begins content creation on TikTok and YouTube
• 2022: The MrBallen Podcast: Strange, Dark & Mysterious Stories launches
• July 17, 2025: Audioboom acquires UK podcast leader Adelicious
• July 30, 2025: SiriusXM announces exclusive deal with Morbid podcast
• August 2, 2025: Edison Research reveals video integration challenges in podcast rankings
• August 19, 2025: Triton Digital launches advanced podcast audience targeting with Q2 data
• September 16, 2025: Amazon and SiriusXM expand programmatic audio reach through strategic DSP integration
• September 17, 2025: Audioboom surpasses $325 million in creator payouts globally
• October 14, 2025: Netflix and Spotify announce video podcast distribution partnership
• October 16, 2025: Audioboom reports record Q3 revenue with 18% growth from video expansion
• October 27, 2025: SiriusXM announces exclusive multi-year agreement with MrBallen podcast
• November 1, 2025: MrBallen podcast exclusive distribution begins on SiriusXM Podcast Network

Summary

Who: SiriusXM announced a multi-year exclusive agreement with John Allen (MrBallen), the former Navy SEAL who created "The MrBallen Podcast: Strange, Dark & Mysterious Stories." Scott Greenstein, President and Chief Content Officer at SiriusXM, confirmed the deal. SiriusXM Media, the company's advertising division, gains exclusive advertising sales rights.

What: The agreement brings exclusive distribution rights for the MrBallen podcast and YouTube channel to the SiriusXM Podcast Network. The deal includes exclusive advertising sales rights across both audio and video editions of the podcast, new programming formats in development, and the MrBallen network of shows. The podcast has more than 10 million YouTube subscribers and has built a global audience since its 2022 launch.

When: SiriusXM announced the agreement on October 27, 2025. Exclusive distribution begins November 1, 2025. The multi-year deal extends across an undisclosed period. New episodes will continue releasing on the SiriusXM app and all other podcast platforms, with SiriusXM Podcasts+ subscribers receiving early access.

Where: The MrBallen podcast will be distributed exclusively through the SiriusXM Podcast Network, which represents more of the top 20 podcasts than any other network according to Edison Research Q2 2025 rankings. The network reaches 1 in 2 podcast listeners in the United States each month. The podcast remains available on the SiriusXM app and all major podcast platforms. John Allen operates from Austin, Texas.

Why: The agreement strengthens SiriusXM's position in the competitive podcast market, particularly in true crime, mystery, and suspense content. The deal provides SiriusXM with exclusive advertising rights to monetize both audio and video content from one of the world's most popular storytelling podcasts. For MrBallen, the partnership offers resources to develop new projects and reach broader audiences. The timing aligns with industry shifts toward video podcast consumption, particularly among younger demographics, and represents consolidation in the podcast advertising market where exclusive content deals differentiate platform offerings.