Midroll Media

Former leading podcast advertising network before consolidation into SiriusXM

Midroll Media was a pioneering podcast advertising network and content production company that played a significant role in establishing the podcast advertising ecosystem. Founded in 2014, the company operated as a subsidiary of E.W. Scripps Company (acquired in 2015) and specialized in connecting advertisers with premium podcast audiences through host-read advertisements and programmatic solutions. Midroll managed advertising sales for hundreds of popular podcasts and owned the Stitcher podcast listening platform and app. The company was instrumental in professionalizing podcast advertising, offering both direct sales and programmatic advertising solutions that helped brands reach engaged podcast audiences. Midroll's network included some of the most popular podcasts in various categories, and the company provided production services, monetization tools, and analytics for podcast creators. The Stitcher platform, which Midroll operated, served as both a podcast listening app for consumers and a distribution platform for creators. In 2020, E.W. Scripps sold Midroll Media and Stitcher to SiriusXM for $325 million, and the distinct Midroll brand was eventually absorbed into SiriusXM's broader podcast operations. The Stitcher brand continued under SiriusXM ownership until 2023, when SiriusXM announced it would shut down the Stitcher app and migrate content to other platforms, effectively ending the legacy of the Midroll Media ecosystem.