Netflix just unveiled plans for a move into radio. The streaming service said it will create a comedy channel for Sirius XM as part of a partnership with the satellite radio provider, CNBC reports.
“The radio channel’s focus is going to be stand-up excerpts and highlights from its original comedy programming, a spokesperson told CNBC. This marks the first time Netflix has made media content outside of video,” CNBC reports.
The Wall Street Journal, which was first to report the news, noted that the channel will also offer new material from comedians featured in Netflix original content.
The channel is scheduled to launch in January 2019.
“Entering radio is a new path for the streaming giant, but it could also prove to be a worthwhile advertising tool for its original content,” CNBC notes. “Netflix is planning [to] spend $2 billion on marketing this year, and has said it [is] shifting some of its budgets toward advertising initiatives.”