Netflix is coming to radio.
The streaming-content giant has cut a deal with Sirius XM Holdings Inc. SIRI, +1.20% to create a comedy channel with the satellite-radio broadcaster, according to the companies.
For Netflix Inc. NFLX, -0.56% the platform—dubbed Netflix Is a Joke Radio—will give it a new outlet to use its rapidly growing library of comedy content and potentially drive SiriusXM subscribers back to its own service. Besides using the channel as a promotional tool for its stand-up specials, Netflix will also create original content for it with its talent.
The SiriusXM partnership, scheduled to launch by January 2019, marks the first time Netflix has moved beyond video and partnered with another distribution platform to create a Netflix-branded product.
The push beyond its own platform comes as Netflix faces increased competition from its rivals. Hulu—the streaming service co-owned by Walt Disney Co. DIS, +0.42% , 21st Century Fox FOXA, +0.30% and Comcast Corp. CMCSA, -0.79% —and Amazon.com Inc. AMZN, +0.02% are both investing more in content. Disney is also launching its own direct-to-consumer service to compete with Netflix. (21st Century Fox and The Wall Street Journal’s parent company share common ownership.)
A full version of this report appears at WSJ.com.