From Instagram Live to Media Powerhouses: Giggly Squad Signs Landmark Four-Year Deal with SiriusXM

In a move that underscores the seismic shift of reality television stars into dominant podcasting media moguls, Giggly Squad—the hit comedy podcast hosted by Hannah Berner and Paige DeSorbo—has officially inked a major four-year deal with SiriusXM. The agreement, finalized after a highly competitive bidding process, marks a significant transition for the duo as they depart Acast to join one of the most prestigious audio networks in the industry.

This partnership not only cements the podcast’s status as a top-tier media brand but also paves the way for a long-term expansion of their content ecosystem, with plans for new, exclusive programming slated for 2027.

The Evolution of Giggly Squad: A Chronology of Success

To understand the magnitude of this deal, one must look at the meteoric rise of the brand. Giggly Squad did not begin in a high-end studio; it was born from the organic, unscripted chemistry of two friends during the height of the 2020 pandemic.

2020: The Humble Beginnings

Following their breakthrough appearances on Bravo’s hit reality series Summer House, Hannah Berner and Paige DeSorbo utilized Instagram Live to connect with fans during lockdown. The format was simple: two friends chatting about dating, pop culture, and the absurdity of their daily lives. The "Giggly" community—as the fanbase is affectionately known—formed almost instantly, drawn to the duo’s candidness and unfiltered humor.

2021–2024: Scaling the Heights

Recognizing the massive engagement, the duo transitioned to a formal podcast format. The show’s growth was exponential. By consistently releasing twice-weekly episodes, Berner and DeSorbo turned their conversations into a cultural touchstone. During this period, the brand expanded beyond audio, launching a live tour that spanned 70 cities. Most notably, they achieved the rare feat of selling out two shows at the iconic Radio City Music Hall in New York City, proving that their digital audience was eager for physical, communal experiences.

2025: Literary and Industry Recognition

The brand’s influence moved into the literary space with the release of How to Giggle, which quickly ascended to New York Times bestseller status. This period culminated in the ultimate industry accolade: Giggly Squad was named Podcast of the Year at the 2026 iHeartPodcast Awards, solidifying their status as legitimate industry leaders rather than just "reality stars turned podcasters."

The SiriusXM Deal: A Strategic Alliance

The four-year partnership with SiriusXM is a multifaceted deal that changes the infrastructure of the show. Starting this Wednesday, SiriusXM will assume exclusive global sales rights for both the audio and video components of the podcast.

Distribution and Reach

While the podcast will move to the SiriusXM Podcast Network, the duo and the network have opted for a "wide-distribution" approach. The show will remain available on all major podcast platforms and YouTube, ensuring that the existing "Gigglers" are not alienated by a paywall or platform exclusivity. This strategy is designed to keep the show’s top-of-funnel growth intact while leveraging SiriusXM’s massive advertising infrastructure.

The 2027 Expansion

Perhaps the most intriguing aspect of the deal is the commitment to a slate of new, exclusive programming. While details remain under wraps, the industry expects a mix of spin-off shows, potentially leveraging the individual brands of Berner and DeSorbo. This expansion, scheduled for 2027, suggests that SiriusXM is not just buying an existing show, but investing in a long-term content studio led by the two hosts.

Supporting Data: Why Giggly Squad is a Blue-Chip Asset

The competitive bidding process that led to this deal was driven by hard data. In the current media landscape, advertisers are moving away from broad-reach radio and toward "community-driven" audio. Giggly Squad excels in the two most important metrics for modern podcasting: high listener loyalty and demographic precision.

• Audience Engagement: The "Gigglers" represent a highly active, mostly female demographic that has shown a high propensity for purchasing products mentioned on the show.
• Live Event Conversion: The 70-city tour data serves as a proof-of-concept for the show’s viability outside of audio. Selling out Radio City Music Hall is a benchmark that very few podcasts reach, putting them in the same tier as legacy comedy acts and established media personalities.
• Cross-Platform Monetization: With a New York Times bestseller under their belts, Berner and DeSorbo have proven they can monetize across multiple formats, reducing the risk for a network like SiriusXM.

Official Perspectives

The move has been met with enthusiasm from both the talent and the network executives, signaling a strong alignment of vision.

"We’re so excited for this next chapter with SiriusXM," Berner and DeSorbo said in a joint statement. "Giggly Squad has grown beyond anything we could have imagined, and getting to experience that growth with the Gigglers has made it even more special. We can’t wait for what’s next and to keep giggling together."

From the network side, the sentiment is equally bullish. Scott Greenstein, president and chief content officer at SiriusXM, noted the unique "force" the duo has created. "Giggly Squad has already become a real force in podcasting, driven by Hannah and Paige’s undeniable chemistry, indelible humor, and the incredible community they’ve cultivated around the show," Greenstein stated. "We’re excited to welcome them to SiriusXM and put our expertise behind what they’ve built to help them take it even further."

Implications for the Podcasting Industry

The Giggly Squad deal with SiriusXM is a bellwether for several broader trends in the audio industry:

1. The Consolidation of "Talent-First" Networks

SiriusXM continues to aggressively stack its roster with "powerhouse" shows, including SmartLess, Call Her Daddy, and Conan O’Brien Needs a Friend. By adding Giggly Squad, SiriusXM is signaling a move to capture the "lifestyle and comedy" sector of the podcasting market. They are building a digital version of the traditional network "Must-See TV" lineup.

2. The Professionalization of Influencer-Led Media

There was a time when podcasts led by reality stars were viewed as vanity projects. Giggly Squad has effectively dismantled this stigma. By securing a four-year, high-value deal with a major network, Berner and DeSorbo have demonstrated that influencer-led content can—and should—be treated with the same business rigor as any legacy media production.

3. The Future of Video-First Podcasting

The inclusion of video distribution in the deal reflects the reality of modern media consumption. As audiences increasingly consume podcasts via YouTube and social media clips, SiriusXM’s control over the video sales rights allows them to capture the high-CPM (cost per mille) advertising associated with video content.

Conclusion: What’s Next?

As the Giggly Squad settles into its new home at SiriusXM, the immediate future looks bright. Fans can expect the same twice-weekly format they have grown to love, with the added benefit of improved production resources and a stronger sales engine.

For the broader industry, this deal serves as a reminder that in the crowded podcast space, personality remains the ultimate currency. With WME and Hansen Jacobson representing the duo, it is clear that their business strategy is as sharp as their comedic timing. As 2027 approaches, the media world will be watching closely to see how this "Giggly" empire continues to expand, proving that two friends with a microphone and a vision can indeed build a massive, multi-year media dynasty.