Pandora debuts a desktop app for Windows with support for music & podcasts

Pandora today is launching a desktop app for Windows users following its debut of a native Mac app earlier this year. On Mac, Pandora offers a variety of features for desktop users like on-screen notifications, keyboard controls, and a way to select listening “modes” and more. It didn’t, however, include support for streaming podcasts. The new Windows app includes a similar feature set, and adds support for podcast streaming.

Like its Mac counterpart, Pandora’s Windows app can be used by both free users and paid subscribers alike.

The free users will have access to Pandora’s ad-supported stations, while Pandora Plus subscribers get ad-free stations, unlimited skips, personalized stations, and up to four offline stations. Pandora Premium subscribers, meanwhile, get the same, plus the ability to make and share playlists, play albums and songs on-demand, and take advantage of unlimited offline listening.

Both of the paid subscription tiers can also stream podcasts via the Windows app.

Also like the Mac app, the Windows version supports keyboard controls for doing things like playing, pausing, replaying, shuffling, thumbs up and down, etc. And it supports the Pandora Modes feature which lets you refine your personalized stations by asking Pandora to focus more on certain types of songs — like crowd favorites, the discovery of new artists, deep cuts, songs from a select artist only, new releases, and more.

Desktop users often prefer to use a native app instead of leaving a service open in a browser tab as it allows them a more seamless and integrated experience. That said, Pandora’s Mac version didn’t have the best reviews from Apple users.

Still, Pandora’s rollout of native desktop apps helps the SiriusXM-owned company better compete with rivals like Apple Music and Spotify, both of which have long offered desktop applications. In Apple’s case, it actually built so much into iTunes, that the company decided to finally break it up into parts with the next version of macOS. Pandora doesn’t have the same problem because it doesn’t include a user library or marketplace.

Windows users can download the Pandora app from the Microsoft Store starting today.

The app works on Windows 10. (Pandora also supports streaming to Xbox via the Microsoft Store app.)

How Kobalt is simplifying the killer complexities of the music industry

Backed by over $200 million in VC funding, Kobalt is changing the way the music industry does business and putting more money into musicians’ pockets in the process.

In Part I of this series, I walked through the company’s founding story and its overall structure. There are two core theses that Kobalt bet on: 1) that the shift to digital music could transform the way royalties are tracked and paid, and 2) that music streaming will empower a growing middle class of DIY musicians who find success across countless niches.

This article focuses on the complex way royalties flow through the industry and how Kobalt is restructuring that process (while Part III will focus on music’s middle class). The music industry runs on copyright administration and royalty collections. If the system breaks — if people lose track of where songs are being played and who is owed how much in royalties — everything halts.

Kobalt is as much a compliance tech company as it is a music company: it has built a quasi “operating system” to more accurately and quickly handle this using software and a centralized approach to collections, upending a broken, inefficient system so everything can run more smoothly and predictably on top of it. The big question is whether it can maintain its initial lead in doing this, however.

The business of a song

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Image via Getty Images / Mykyta Dolmatov

Pandora now lets you share music and podcasts to your Instagram Stories

Pandora today announced a new integration with Instagram that will allow users to share to their Instagram Story their favorite music and podcasts. The feature comes well over a year after Spotify launched a similar integration with Instagram Stories, and only days after Spotify introduced sharing to Facebook Stories, as well.

In Pandora’s case, accessing the feature is also a quick and easy process — you just tap the “Share” button from the Now Playing screen in the app, then choose “Instagram Stories” as the destination.

A cover art card for the music or podcast will then be generated on your Instagram Story, which you can further decorate with text and stickers, as usual. You also can choose to send the story as a direct message to a friend or a group chat instead of all your followers.

Where Pandora’s experience differs from Spotify’s is what happens when that story is viewed.

When a friend taps the “Play on Pandora” button from the Instagram story, they can gain direct access to that content — even if they don’t have a Premium account. Those who aren’t paid subscribers will be able to view a short ad then gain access to both the shared content as well as a session of free, unlimited, on-demand music.

This is made possible through Pandora’s Premium Access ad solution, which rewards users with free, on-demand sessions for watching video ads.

That means Pandora’s take on Instagram sharing won’t just be useful to artists looking to promote their music, or fans looking to engage their friends — it also will potentially serve as a way to convert free users to paid subscribers after they get a free taste of what Pandora has to offer.

The feature also can be used to promote podcasts, which is a newer battleground between Spotify and Pandora these days. The former has spent on acquisitions and hosts a number of exclusive shows while Pandora is now benefiting from (new owner) SiriusXM’s talk radio programming and its own “Genome” classification technology. 

Pandora says the Instagram Story-sharing feature is launching today for select users, and will support sharing songs, albums, podcasts and playlists.

It’s rolling out to a limited number of Pandora users to start, and will gradually reach the rest of the user base in the weeks ahead.

After a breakout year, looking ahead to the future of podcasting

2019 has been a breakout year for podcasting. According to Edison Research’s Infinite Dial report, more than half of Americans have now listened to a podcast, and an estimated 32% listen monthly (up from 26% last year). This is the largest yearly increase since this data started being tracked in 2008. Podcast creation also continues to grow, with more than 700,000 podcasts and 29 million podcast episodes, up 27% from last year.

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Thanks to this growing listener base, big companies are finally starting to pay attention to the space — Spotify plans to spend $500M on acquisitions this year, and already acquired content studio Gimlet, tech platform Anchor, and true crime network Parcast for a combined $400M. In the past week, Google added playable podcasts to search results, Spotify released an analytics dashboard for podcasters, and Pandora launched a tool for podcasters to submit their shows.

We’ve been going to Podcast Movement, the largest annual industry conference, for three years, and have watched the conference grow along with the industry — reaching 3,000 attendees in 2019. Given the increased buzz around the space, we were expecting this year’s conference to have a new level of energy and professionalism, and we weren’t disappointed. We’ve summarized five top takeaways from the conference, from why podcast ads are hard to scale to why so many celebrities are launching their own shows.

Rise of celebrity podcasters boosts listenership

We’ve officially entered the age of celebrity podcasters. After early successes like WTF with Marc Maron (2009), Alec Baldwin’s Here’s The Thing (2011), and Anna Faris’ Unqualified (2015), top talent is flooding into the space. In 2017, 15% of Apple’s href=""https://www.allaccess.com/net-news/archive/story/172268/apple-podcasts-charts-top-20-most-downloaded-podca"> top 20 most-downloaded podcasts of the year were hosted by celebrities or influencers — this jumped to 32% of the top 25 in 2018. And of all the new shows that launched in 2018, 48% of the top 25 were celebrity-hosted.

Screen Shot 2019 08 21 at 1.21.50 PMThough podcasts are undermonetized compared to other forms of media, talent agents now consider them to be an important part of a well-rounded content strategy. Dan Ferris from CAA tells his clients to think of podcasting as a way of connecting with fans that is “much more intimate than social media.” Podcasts also help celebrities find a new audience. Ben Davis from WME said that while his client David Dobrik has a smaller audience on his podcast than on YouTube (1.5M downloads per episode versus 6M views per video), the podcast helps him reach a new group of listeners who stumble upon his show on the Apple Podcast charts.

While some podcast veterans grumble about the rise of celebrity talk shows, famous podcasters are good for the industry as a whole. Advertisers are drawn to the space by the opportunity to get to access A-list talent at lower prices. One recent example is Endeavor Audio’s fiction show Blackout, which starred Rami Malek, who was fresh off an Oscar win. Endeavor’s head of sales Charlie Emerson said brands might have to sign a “seven or eight figure deal” to advertise alongside Malek’s content in other forms of media. Other podcasters also benefit from new listeners brought into the medium by their favorite stars — a Westwood One survey in fall 2018 found that 60% of podcast listeners report discovering shows via social media, where celebrities and influencers have huge existing audiences to push content to.

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Creator backlash against “walled garden” apps

Paid listening apps represent a fairly small percentage of podcast listenership, with production platform Anchor estimating that Apple Podcasts and Spotify control more than 70% of listenership. A venture-backed company called Luminary is trying to change this — it raised $100M to launch a “Netflix for podcasts” this spring. Consumers pay $7.99/month to access Luminary-exclusive shows alongside podcasts that are free on other apps. Because podcasts have RSS feeds, distributors like Luminary can easily grab free content and put it behind a paywall. The platform, not the creator, benefits from this monetization.

Within days of Luminary’s launch, prominent podcasters and media companies (The New York Times, Gimlet, and more) requested their shows be removed from the app. It’s interesting to note that YouTube has a similar premium plan — for $11.99/month, users can access and download ad-free videos. Unlike Luminary, however, YouTube, pays creators a cut of the revenue from these subscriptions based on how frequently their content is viewed.

Unsurprisingly, creator sentiment is more positive toward platforms like Spotify and Pandora . Though these companies do make money from premium subscribers who listen to podcasts, creators can choose whether or not to submit their shows. And podcasters benefit from making their shows discoverable to the existing user base of these platforms, which already dominate “earshare.” Spotify alone has 232 million MAUs, which dwarfs the 90 million people in the U.S. who listen to a podcast monthly.

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Industry anxiety around maintaining quality at scale

Podcast ad revenue has been scaling quickly, with $480M in spend last year and a projected $680M this year. Over the past four years, ad revenue has scaled at a 65% CAGR, and this growth is expected to continue. In its early days, the podcast ad market was largely been driven by D2C brands — you’ve probably heard hundreds of Casper, Blue Apron, and Madison Reed ads. However, bigger brands are also starting to enter podcasting (Geico, Capital One, and Progressive made the top 10 list for June 2019) due to the growing audience scale and increased precision around targeting and attribution.

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While many attendees were excited by the massive growth in ad revenue, others worried that it may kill what makes podcasting special. They’re particularly concerned that podcasts may go the way of online video, with annoying, generic, low CPM ads. Podcast hosts typically read their own ads, and are often true fans of the product — they share personal stories instead of reciting brand talking points. This results in premium CPMs compared to most digital media — AdvertiseCast’s 2019 survey found an average CPM of $18 for a 30-second podcast ad and $25 for a 60-second ad, more than 2x the average CPM on other digital platforms.

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While these ads are effective, they’re time-consuming and expensive to produce. Big brands interested in podcast ads often expect to reuse radio spots — they aren’t used to the process of crafting and approving a host-read ad that may only reach 10,000 listeners. Podcasters, meanwhile, value their trust with listeners and don’t want to spam them with loud, unoriginal radio ads. The tension between maintaining the quality of ads while scaling quantity was an underlying theme of most monetization discussions, and industry veterans disagree on how it will play out.

Podcasts are still undermonetized — but there is hope!

Despite the growth in ad revenue and relatively high CPMs, the industry is significantly undermonetized. Using data from Nielsen, IAB, and Edison, we calculated that podcasts monetize through advertisements at only $0.01 per listener hour — less than ten times the rate of radio. Podcast monetization per listener hour has increased over the past year, up 25% by our calculations, but still substantially lags all other forms of media.

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Why are podcasts so undermonetized? Unlike many other forms of media, the dominant distribution platform (Apple Podcasts) has no ad marketplace. Creators have historically had to approach brands themselves or sign with podcast networks to construct custom ad deals, and the “long tail” of podcasters were unable to monetize. This is finally changing. Anchor, which reported in January that it powers 40% of new podcasts, has an ad marketplace that has doubled the number of podcasts that are running ads. Other popular platforms like Radio Public have launched programs for small podcasters to opt-in to ad placements.

The second major hurdle in monetization is attribution. Podcasts have historically monetized through direct response campaigns — a podcaster provides a special URL or promo code for listeners to use when making a purchase. However, many people listen to podcasts when exercising or driving, and can’t write down the promo code or visit the URL immediately. These listeners might remember the product and make a purchase later, but the podcaster won’t get the attribution. Thomas Mancusi of Audioboom estimated that this happens in 50–60% of purchases driven by podcast ads.

Startups are trying to bring better adtech into podcasting to fix this issue.Chartable is one example — the company installs trackers to match a listener’s IP address with a purchaser’s IP address, allowing podcasters to claim attribution for listeners who don’t use their URL or promo code. Chartable currently runs on 10,000 shows, and the early results are so promising that ad agencies expect to see higher CPMs and significantly more spend in the space.

Podcast fans of the future ≠ podcast fans today

As podcasting grows, the listener base is diversifying. Edison Research looked into data on “rookie” listeners (listening for six months or less) and “veteran” listeners (listening for 3+ years), and found significant demographic differences. Only 37% of veterans are female, compared to 53% of rookies. While the plurality of veterans (43%) are age 35–54, 54% of rookies are age 12–34. Rookies are also 1.6x more likely to say they most often listen to podcasts on Spotify, Pandora, or SoundCloud (43% versus 27% of veterans). And social media is an important way that rookies discover podcasts — 52% have found a podcast from video and 46% from audio on social media, compared to 41% and 37% for veterans.

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These new listeners will have a profound impact on the future of podcasting, in both the type of content produced and the way it’s distributed. Industry experts are already noting significant new demand for female-hosted podcasts, as well as audio dramas that appeal to young people looking for a fast-paced, suspenseful story. They’re advising podcasters to share clips of their content on social media, and to leverage broader listening platforms like YouTube and Soundcloud for distribution.

International markets also represent an enormous opportunity for growth. Most podcast listeners today live in the U.S. or China, but content producers are starting to see significant demand elsewhere. Castbox’s Valentina Kaledina said that many fans abroad have resorted to listening in their non-native language, with the top 100 shows in each country comprising a mix of English and local language. Adonde Media’s Martina Castro, who recently conducted the first listener survey on Spanish-language podcast fans, said that 53% of the survey’s 2100 respondents reported listening to podcasts in English — and only 20% of them use Apple Podcasts.

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Larger podcast producers are beginning to translate shows for non-English-speaking markets. Wondery CEO Hernan Lopez announced at the conference that the company’s hit show Dr. Death is now available in seven languages. Lopez noted that it was an expensive process, and he doesn’t expect the shows to generate profit in the near future. However, he believes that Wondery will eventually see a significant return from investing in the development of new podcast markets — and if they do, other podcast companies will likely follow in their footsteps.

SiriusXM undercuts rivals with a $4 per month student subscription

SiriusXM is making its streaming service more affordable for younger consumers with the launch of a new subscription package for college students. While SiriusXM’s Premier package is $12.99 per month, the new streaming-only student offering will be just $4 per month — a 69% discount. This comes in a dollar less than competitors’ student plans, including the $4.99 per month packages from Apple Music, Spotify, Amazon Music Unlimited, YouTube Music, and even SiriusXM-owned Pandora.

The move represents a big grab for a growing user base who prefers to subscribe to streaming music services rather than make purchases on digital marketplaces, like iTunes or Amazon.

Though the SiriusXM brand has for a long time been associated with being an upgrade option for vehicles, the service has been working to establish itself as a viable option outside the car. In April, it launched a streaming-only subscription for listeners without cars.

Today, SiriusXM streams across phones and tablets, on the web, and at home on connected devices including Amazon Alexa, Fire TV, Chromecast, Roku, Apple TV, smart TVs, Sonos speakers, Xbox, and Sony PlayStation.

Like other student packages, SiriusXM’s student plan isn’t a watered-down subscription. It offers access to SiriusXM’s full lineup of music, including its over 200 commercial-free channels, which feature both music and talk radio-style programming as well as sports, entertainment, comedy, lifestyle, news and more.

This also includes some of SiriusXM’s more recent additions, following its $3.5 billion Pandora acquisition last year, which bring Pandora -powered content to its service. For example, the companies this spring launched Pandora NOW, a station that streams on both services that used Pandora listener data to pull in the most listened-to and the fastest-trending new tracks across Pop, Hip Hop, R&B, Dance and Latin.

Plus, students will have access to the over 100 SiriusXM Xtra channels which allow you to skip through songs, the company says.

The service does not include the ability to stream to cars, however — it’s a student version of SiriusXM’s streaming-only plan.

To join the service, students will have to verify their status as a registered student by providing their university or college name upon sign-up. The verification process is handled by SheerID, which also powers verification for others in the space, like YouTube, Spotify and more.

“Today’s college students grew up listening to SiriusXM in their parent’s car, and now we have a package built just for them,” said Matt Epstein, Vice President, SiriusXM Outside the Car, in a statement. “Our Student Premier Package enables students to have their own subscription and continue to enjoy the SiriusXM programming they love in their dorm room, at home or on the go,” he said.

 

 

Elon Musk: Spotify is “coming” to Tesla vehicles in North America

Tesla owners in the U.S. and Canada may finally get that free Spotify Premium integration they’ve been asking for.

Tesla CEO Elon Musk tweeted late Wednesday night that Spotify premium integration is “coming.” Musk, who has talked about bringing Spotify to owners in North America before, did not provide a timeline. In other words, the music streaming service could be integrated next week or a six months from now.

But still, it’s a moment of celebration for many Tesla owners who have complained about Slacker Radio, the streaming music service integrated into all vehicles in the U.S. and Canada. Owners in Europe, Australia and Hong Kong have had Spotify Premium in their vehicles since late 2015.

Slacker Radio, which launched in 2007, has customizable radio stations based on the listener’s personal music tastes. The free and subscription-based service also tried to differentiate itself from the likes of Spotify and Pandora by using DJs to curate programs and at one time, even sold a portable music player. Despite its efforts, Slacker has been overshadowed by Spotify, which had 232 million monthly active users and 108 million paying subscribers at the end of June 2019.

Slacker was acquired in 2017 for $50 million in cash and stock by the LiveXLive, an entertainment and streaming service that focused on live music performances.

Last year, LiveXLive announced a partnership with Dash Radio, a digital radio broadcasting platform with more than 80 original live stations. Under the deal, Dash channels will be available across Slacker Radio a move meant to bring more live radio on the streaming service.

Pandora opens up podcast submissions to all creators

The battle for podcasters among music streaming services continues. A day after Spotify announced the launch of its podcast analytics dashboard, Pandora is today expanding its own podcasting efforts with the arrival of a self-service online hub for creators. The new Pandora for Podcasters will allow creators to submit their shows for inclusion on the streaming service, where they can be discovered through Pandora’s show and episode-level recommendation system.

Pandora’s entry into the podcast market began late last year, when it brought its “Genome” technology to podcast recommendations. Similar to how Pandora’s Music Genome is capable of classifying songs across hundreds of different attributes, the new Podcast Genome Project does the same for audio programs.

The system uses over 1,500 attributes — like MPAA ratings, production style, content type, host profile and more, as well as listener signals, like thumbs, skips, replays and more — combined with machine learning algorithms, natural language processing, and collaborative filtering methods to help determine user preferences.

An additional layer of human curation is also involved in making the final recommendations.

pandora podcastThe end result is a system that is able to suggest not just shows a listener may like, but also individual episodes, based on their likes, dislikes and other insights gained from their listening history.

When podcasts launched on Pandora in December 2018, the service offered hundreds of shows and over 100,000 episodes. There are now thousands of shows and over 500,000 episodes, the company now claims.

Pandora parent SiriusXM has also played a role in expanding the streamer’s podcast offerings, by bringing dozens of SiriusXM talk shows to Pandora as podcasts, and leveraging SiriusXM’s guests to narrate for Pandora’s music-and-audio product called Pandora Stories.

Now, podcast creators both large and small will be able to submit their own shows for inclusion into Pandora’s catalog. To do so, they’ll submit their show’s RSS feed URL to Pandora directly and answer a few questions about the podcast. If approved, the show will be available to allow of Pandora’s 65 million monthly active listeners and their future episodes will be added automatically.

This self-serve hub’s launch follows a similar move by Spotify nearly a year ago, when it opened up podcast submissions to all creators. Today, Spotify’s pitch to podcasters is to submit their shows in exchange for robust listener data. The company says it now has over 450,000 shows on its platform, with around 100,000 signing up for inclusion through its own self-submission process.

Interested podcast creators can now submit their shows to Pandora here after first registering for a Pandora account.

SoundCloud buys artist distribution platform Repost Network

The past year has seen Spotify embark on a series of acquisitions to beef up its service, particularly on podcast content. Now it is the turn of SoundCloud, another European music startup — albeit one that had lost its way in recent years — to go deal-making: the Berlin-based company has picked up Repost Network, a service that helps artists get the most out of SoundCloud.

The deal is undisclosed and it actually was announced last week, although it was not widely reported — perhaps an anecdotal sign of SoundCloud’s position as a relative outsider in today’s streaming market.

Once a pioneer of online distribution for artists, it has watched Sweden-headquartered Spotify takes its service global with a total audience of over 200 million monthly listeners. The competition includes services from Apple and Google as well as the likes of Pandora, Deezer and Jay-Z-owned Tidal.

Soundcloud had its come-to-Jesus-moment some 18 months ago when it raised a $169.5 million Series F fund led by New York investment bank Raine Group and Singapore’s sovereign wealth fund Temasek.

That deal, announced in August 2017, was very much kiss-of-life that saved SoundCloud from bankruptcy — just a month earlier, it laid off 40 percent of its staff to slash costs. The investment also saw a change at the top as former Vimeo CEO Kerry Trainor replaced co-founder Alex Ljung as CEO. The new money took SoundCloud to nearly $470 million raised, and the pre-money valuation was said to be $150 million — down from a previous of high of $700 million from previous rounds.

Still, things have progressed enough for this acquisition, which is SoundCloud’s second ever. The company said the purchase will enable its top artists to access Repost Network’s tools, which include streaming distribution, analytics dashboards and content protection.

That restructuring, painful as it was, looks to have put the focus on the fundamentals. Filings from the company indicate that its revenue grew 80 percent year-on-year to reach €90.7 million ($102 million) in 2017, while losses narrowed by 27 percent to reach €51.4 million, or $58 million. Those results are from the beginning of Trainor’s tenure, we’ll have to wait on its newest filings to get a clearer picture of how things are going.

SoundCloud’s first acquisition was back in 2012 when it paid $10 million purchase of Instinctiv, a music management startup.

Pandora expands its music-and-podcasts product Pandora Stories with help from SiriusXM’s guests

Pandora’s integration with new owner SiriusXM continues today, as the music streaming service will now benefit from the numerous SiriusXM guests and artists who come through its New York studios on a regular basis. Now, those guests’ interviews will contribute to Pandora Stories — the recently launched product that combines music and podcasts in a new format.

Launched in February, the idea behind Pandora Stories is to allow music listeners hear from their favorite artists as they play their music. For example, the artist might talk about the song’s back story, or what inspired them to write it. These are the sorts of insights that might otherwise be covered by an interview with an artist on a podcast program, but typically the podcast would then only play a clip from the song. In Pandora Stories, however, the storytelling is interspersed with full tracks.

The product launched with just over a half-dozen artists’ stories and has continued to grow its lineup. To date, Pandora Stories has featured music-enhanced stories from John Legend, Rob Thomas, 2 Chainz, Lauren Alaina, Daddy Yankee, Perry Farrell, and several others.

Now, Pandora is adding to that lineup with 15 new stories from SiriusXM guests. This includes big names like Adele, Lady Gaga, Blake Shelton, P!nk, Twenty One Pilots, Queen, Fall Out Boy, Stevie Nicks, J. Cole, Mariah Carey, Darius Rucker, Mumford and Sons, Phil Collins, and more.

SiriusXM has been quick to leverage its $3.5 billion acquisition of Pandora to benefit both businesses in recent months. Already, the company had rolled out talk show programming from SiriusXM as podcasts and Pandora, and launched a music station powered by listener data, Pandora NOW, across both services.

In addition to helping Pandora listeners get a taste of SiriusXM’s content, Pandora Stories also helps the music streaming service better compete against rivals — particularly Spotify, which has begun heavily investing in podcasts this year, with acquisitions of exclusive content, podcast studios and software for podcast creation.

Unrelated to the expansion of Pandora Stories, the company also announced Pandora was now available to Waze users on iOS, following the service’s launch on the navigation app on Android back in October. The integration here goes both ways — you can control Pandora in Waze, as well as see your Waze navigation in the Pandora app.

Nearly two dozen of SiriusXM’s talk shows come to Pandora as podcasts

SiriusXM hasn’t wasted any time in capitalizing on its acquisition of streaming service Pandora. Following an exec shakeup and the launch of a Pandora-powered music station across both services, SiriusXM is today bringing some of its top talk shows to Pandora, where they’ll be listed as “podcasts.”

At launch, content from nearly two dozen SiriusXM shows will make the jump to Pandora, including those hosted by hosted by Andy Cohen, Ricky Gervais, Kevin Hart, Hoda Kotb, Jenny McCarthy, Chris “Mad Dog” Russo, Sway, and others.

The shows won’t necessarily be offered in their entirety, but instead will bring their top moments and highlights to Pandora listeners.

For example, “Andy Cohen’s Deep & Shallow Interviews,” will feature Cohen’s best conversations of the week; “Jenny McCarthy’s Celebrity Dirt,” will have highlights of McCarthy dishing on the latest Hollywood scandals; “The Jason Ellis Show,” will play top moments of the week; and “Sway in the Morning,” will offer the top long-form segments, among others.

Pandora will also feature the best moments, highlights and key segments from “Trunk Nation” with Eddie Trunk; “Debatable” with Mark Goodman and Alan Light; “Feedback” with Nik Carter and Lori Majewski; “Mad Dog Unleashed,” with Christopher ‘Mad Dog’ Russo; “Schein on Sports,” from Adam Schein; and “Busted Open,” a daily “best of” podcast for pro wrestling fans.

Other full, commercial-free podcasts include those from “The Hoda Show,” “Straight from The Hart with Kevin Hart,” “Ricky Gervais Is Deadly Sirius,” “Larry the Cable Guy Weekly Roundup,” and “Joel Osteen.” (A full list of programs is available here.)

“We’re excited that some of our most popular talk shows are now being made available to Pandora users,” said Scott Greenstein, SiriusXM’s President and Chief Content Officer, in a statement. “This will be a great opportunity for new audiences to discover these SiriusXM shows, while providing Pandora with great programming, as we continue to collaborate on content opportunities for both platforms.”

With the expansion to Pandora, these shows will now have the potential to reach a combined user base of over 100 million audio listeners across both SiriusXM and Pandora, the company says.

The collaboration gives Pandora a competitive edge in the streaming music market, where podcasts are the latest hot commodity. Spotify, in particular, has made podcasts a key focus this year. In the past few months, it has snapped up Gimlet and Anchor in its podcast push, acquired true crime studio Parcast, and allocated $500 million for more deals in this space. The company hopes podcasts — and particularly exclusives — will draw more subscribers. Plus, it sees potential in monetizing these audio programs with its own ads.

Meanwhile, rival streamer Apple Music may be looking to break out Podcasts from iTunes, to create a standalone application for Mac users, to better capitalize consumer’s growing interest in this format.

For SiriusXM, bringing its shows to Pandora is a marketing opportunity — those who want to delve in to the full programs can sign up for its subscription service.

The company says more shows will come to Pandora as podcasts in the future.