John Allen, better known to his millions of fans as MrBallen, is the latest social media star to sign a lucrative podcast deal with SiriusXM.
The YouTube personality has reached an exclusive deal with the subscription audio platform to distribute his story-driven title “The MrBallen Podcast: Strange, Dark & Mysterious Stories” via the SiriusXM Podcast Network. The contract begins Nov. 1 and is expected to run for at least three years.
The deal is said to be worth up to $70 million to Allen over the life of the deal (assuming pre-determined viewership criteria are met). This is another example of how audio content with a strong following has become extremely valuable to subscription platforms. Mr. Allen’s YouTube channel, MrBallen, has 10.5 million followers.
“I’m excited and honored to be part of the SiriusXM family, and excited to welcome even more people from around the world to this strange, dark and mysterious community,” said Allen. “Telling stories that entertain, inform, intrigue, excite, and sometimes frighten millions of people who share my passion for storytelling is a dream come true. Working with the amazing team at SiriusXM will allow us to take that dream to the next level. I can’t wait to show our fans the new projects we’re developing together.”
SiriusXM will also handle advertising sales for the audio and video versions of the podcast. Allen is a former Navy SEAL who discovered YouTube after leaving the military. He focuses on telling a variety of long-form stories, including some from his military days.
“John Allen built ‘The MrBallen Podcast’ into a global phenomenon,” said Scott Greenstein, President and Chief Content Officer, SiriusXM. “His unique storytelling captivated millions and set a high bar for the genre. This deal further underscores SiriusXM’s status as the home of some of the biggest names in podcasting, both audio and video stars. And as the premier destination for fans of mystery, suspense, and true crime storytelling, we’re excited to help John and the Mr. Ballen team reach an even wider audience.”
SiriusXM has a growing number of YouTube and podcast personalities, including Conan O’Brien’s Team Coco, Mel Robbins and Alex Cooper’s “Call Her Daddy.”
Allen’s deal with SiriusXM was brokered by Oren Rosenbaum, a UTA partner and co-head of UTA Creators.
