Google and YouTube sell billions in advertising every month. But now they’re partnering with SiriusXM to handle a specific bucket of inventory: audio ads.
SiriusXM struck a deal with Google making SiriusXM Media, the group that represents SiriusXM, Pandora and the company’s network of streaming and podcast networks, the exclusive advertising representative of YouTube audio advertising inventory in the U.S.
More than 212 million monthly listeners in the U.S. engage in “audio-first” content or environments on YouTube, per a study by Edison Research commissioned by SiriusXM Media. The YouTube-SiriusXM deal will give advertisers access to “guaranteed impressions at scale” of audio spots for the first time, with targeting and measurement capabilities akin to YouTube, according to SiriusXM.
Starting in the fall of 2026, advertisers will be able to buy guaranteed audio ad impressions against YouTube audiences for the first time directly through SiriusXM Media, powered by AdsWizz’s ad-tech platform.
“YouTube has become a primary destination for audio-first content, where fans engage with their favorite podcasts, music, and creators,” Romana Pawar, senior director of product for YouTube Ads, said in a statement. “By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments.”
Scott Walker, SiriusXM’s chief advertising revenue officer, commented, “By partnering with YouTube, a true leader in ad-supported content consumption, we’re uniting our unique skillset with their audience, creating an unparalleled opportunity for marketers and creators to grow their businesses.”
Overall, SiriusXM Media now offers marketers access to 255 million monthly listeners, reaching nearly 90% of the U.S. population 13 and older, the company said.
Leave a Reply