The latest deal marks a deeper investment by Marvel and the streaming services to claim a stake in the audio-storytelling space, which is growing exponentially. Podcasting revenues are on pace to become $1 billion industry in the U.S.
By 2021, according to a study by PWC. Fortune reports that the industry is worth $7.3 billion in China, where three of Marvel's Avengers films ranked among the top 10 all time opening movies. (Avengers: Infinity War took the No. 1 spot, raking in more than $200 million in its opening weekend.)

who follows SiriusXM, said the endeavor is part of the company's strategy to start making money off of Pandora, since it finalized control over the company earlier this year.
"This is one of those deals where all companies feel it's a win-win. The expertise and track record that Marvel brings to the table in terms of their franchises is an opportunity for SiriusXM and Pandora to experiment and target a broader audience" Tuna Amobi, a senior media and entertainment analyst at CFRA

The acquisition of content creators by streaming service platforms has sparked a dramatic jump in podcast audience numbers, researchers say. The 2019 annual survey by Edison Research and Triton Digital shows an explosive increase in listeners across all age ranges following Spotify's acquisition of Gimlet Media and Anchor earlier this year.

According to the new report, for the first time ever more than half of people 12 and older in the U.S. have listened to at least one podcast. It's a format that appeals to a younger demographic and makes it highly coveted.