Key Points
- SiriusXM will serve as exclusive U.S. ad sales partner for YouTube’s audio inventory, the companies announced last week.
- The deal enables advertisers to buy guaranteed audio ads at scale across podcasts, music and other listening content.
- Combined reach spans about 255 million listeners, strengthening targeted audio advertising across a unified platform.
SiriusXM has entered into a new agreement with Google’s streaming platform YouTube that will see the satellite and streaming radio company serve as the exclusive advertising representative for YouTube’s audio business in the United States, the companies announced last week.
The deal gives advertisers their first opportunity to purchase guaranteed audio ad impressions at scale across YouTube’s audio-first environments, including podcasts, music and other listening-driven content. Inventory will be available beginning this fall through SiriusXM Media and transacted via the AdsWizz ad tech platform, the companies said.
Under the agreement, SiriusXM Media will integrate YouTube’s audio inventory into its broader portfolio, which already includes Pandora, SiriusXM’s satellite and streaming channels and a range of podcast and digital audio networks. The combined footprint is expected to reach approximately 255 million monthly listeners, or nearly 90 percent of the U.S. population aged 13 and older.
According to data from SiriusXM Media and Edison Research, more than 212 million U.S. listeners engage with audio-first content on YouTube each month, spanning podcasts, music and spoken-word programming.
“Audio is one of the most powerful mediums for listeners, creators, and advertisers alike, and at SiriusXM Media, we’re proud to be at the forefront helping brands harness that impact at scale,” said SiriusXM Chief Advertising Revenue Officer Scott Walker. “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.”
For YouTube, the agreement allows the streaming video platform to monetize its growing audio user base, at a time when more podcasts are distributing their shows through the platform and as YouTube builds out its streaming music app YouTube Music. Industry data cited by YouTube shows the platform accounted for 32 percent of daily podcast consumption time among U.S. listeners aged 13 and older in the fourth quarter of 2025, underscoring its growing role in the audio ecosystem.
Romana Pawar, the Senior Director of Product for YouTube Ads, said the partnership simplifies access for advertisers seeking to tap into those behaviors.
“YouTube has become a primary destination for audio-first content, where fans engage with their favorite podcasts, music, and creators,” Pawar said. “By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments.”
The integration will allow advertisers to execute campaigns across a unified audio ecosystem using a single buying platform, with AdsWizz — which was acquired by SiriusXM in 2018 — providing targeting, measurement and delivery infrastructure. The companies say the offering will maintain brand safety standards while enabling more precise audience segmentation and performance tracking.
The deal introduces guaranteed inventory to YouTube’s audio ad marketplace, a capability more commonly associated with traditional and premium digital audio buys. That shift is expected to appeal to brands seeking greater predictability in reach and frequency as audio consumption continues to fragment across platforms.
