Cumulus Media — one of the largest radio broadcasting companies in the United States, operating over 400 stations and the Westwood One audio network — has entered into a strategic partnership with Rumble, a publicly traded video-sharing platform and cloud services provider known for supporting creator-driven content. The agreement will expand content distribution and create new cross-platform advertising opportunities for both companies.
The partnership connects Rumble’s video infrastructure and creator ecosystem with Cumulus Media’s podcasting and audio network, including Westwood One and the Cumulus Podcast Network. According to both parties, the collaboration aims to reflect the growing convergence of video and podcasting in today’s digital media landscape.
Under the agreement, Westwood One will distribute both audio and video content on Rumble’s platform. The companies also plan to create integrated advertising packages that combine assets across both portfolios, offering what they describe as exclusive multi-platform solutions for brands.
Powerful alignment
“This partnership represents a powerful alignment between two media innovators,” said Collin Jones, president of Westwood One and executive vice president of corporate strategy and development at Cumulus Media. “By combining our premium podcast inventory with Rumble’s dynamic creator ecosystem, we’re creating a new frontier for host-read advertising that delivers authenticity, scale and brand safety.”
Rumble CEO Chris Pavlovski said the partnership also supports monetization for creators on the platform. “We’re excited to partner with Cumulus Media and Westwood One to bring advertisers closer to the creators and audiences they care about,” he said. “This collaboration allows us to create new monetization opportunities for our creators while offering brands a trusted and effective way to connect with engaged communities.”
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