Howard Stern Reclaims Narrative Amidst SiriusXM Contract Rumors
The rumor mill is churning, and Howard Stern is stepping into the arena to confront whispers of his potential departure from SiriusXM. As the iconic radio host's five-year contract, reportedly worth $100 million annually, nears its end in 2025, speculation about his future with the satellite radio giant has intensified.
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At 71, with the media landscape rapidly evolving to embrace podcasts and new digital formats, the familiar question, "Is this it for Howard?" has gained a louder echo. A recent article from The Sun fueled this narrative with a "to be canceled" headline, reigniting discussions about contract negotiations between the "King of All Media" and SiriusXM, his home for the past two decades.
While the publication cited an insider suggesting SiriusXM would offer a new deal, it also claimed the two parties "are never going to meet on the money." This strategically placed quote appears designed to put both Howard Stern and SiriusXM on notice, signaling a potential breaking point well before the current contract expires.
This negotiation drama, unlike previous ones, introduces the wildcard of which side might initiate a departure, at least according to tabloid premises. It prompts both Howard Stern's representatives and SiriusXM's dealmakers to either solidify an agreement or prepare for an alternative path.
While it seems unlikely that SiriusXM would willingly part with its most recognizable asset, especially during a challenging period for the company – marked by an underperforming consumer app and subscriber numbers hovering around 33 million – a request for a "home team discount" from Howard Stern isn't out of the question. It's also noteworthy that Don Buchwald, the super agent who represented Stern in his last SiriusXM contract negotiation, passed away last year.
In a clever move to directly address the swirling speculation, SiriusXM has begun airing a promo that leans into the drama. The ad features a dramatic narrator intoning, "The tabloids have spoken: Howard Stern fired, canceled, is it really ‘Bye-Bye Booey’? Chaos is swirling at The Howard Stern Show." The promo continues, "Did staffers talk to the press? Are writers withholding their best jokes? Nobody knows what’s going on or who to trust."
This theatrical buildup serves as a direct lead-in for Howard Stern himself. The trailer narrator concludes, "Now we can reveal all the questions will be answered, all the truths will be told by the one man truly on the inside. Howard Stern will speak Tuesday September 2." This proactive approach by Howard Stern and SiriusXM masterfully reclaims the narrative.
Publicly, SiriusXM executives consistently highlight Howard Stern as a unique talent while simultaneously promoting new stars like Alex Cooper, Stephen A. Smith, Trevor Noah, and the Smartless crew, alongside recent podcast additions like Morbid. SiriusXM is increasingly focusing on monetizing the expanded reach of its creators across multiple platforms, as noted by CEO Jennifer Witz, who cited the significant year-over-year growth of shows like Mel Robbins' and Conan O'Brien's podcast videos on YouTube.
Despite ongoing cost-cutting measures, including reduced advertising revenue and workforce reductions to operate "more nimbly," retaining Howard Stern remains a crucial element for SiriusXM. As Chief Content Officer Scott Greenstein previously stated, "He’s been with me and the company going on two decades, and so he’s pretty happy, but he’s also able, like many great artists, to stop whenever he wants. Nobody will ever replace them. We would never try to replace them." This sentiment underscores the unparalleled value Howard Stern brings to SiriusXM, making the upcoming contract negotiations a critical juncture for both parties.