In a move that’s likely to lead to even more competition in the already hotly contested podcasting space, SiriusXM announced Wednesday it’s acquiring Simplecast. The platform gives independent and enterprise podcasters tools to publish their audio content. It also comes with a suite of analytics to measure audience engagement.

SiriusXM says the Simplecast team will work with AdsWizz, an ad tech company the broadcaster inherited when it acquired Pandora for $3.5 billion in 2018, to form the core of its publisher solutions business. For podcasters, the company says the main benefit of the acquisition is that it will create a single platform where they’ll be able to develop and monetize their content.