YouTube, home of the world’s number one podcast platform and leading music service, selects audio advertising giant SiriusXM Media as exclusive U.S. audio distributor
New deal strengthens SiriusXM’s leadership in driving the largest ad-supported audio ecosystem and gives brands exclusive access to YouTube’s audio-first inventory
new york, April 22, 2026 /PRNewswire/ — SiriusXM (NASDAQ: SIRI) today announced a new audio advertising partnership with Google that connects YouTube to one of the largest audio advertising platforms in North America. The deal makes SiriusXM Media, the advertising group representing SiriusXM, Pandora, and Expansive Streaming and Podcast Networks, the exclusive advertising agency for YouTube audio ad inventory in the United States. For the first time, advertisers will have access to guaranteed impressions at scale, backed by the same advanced targeting and measurement as the YouTube ecosystem.
“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 of helping brands leverage that impact at scale,” said Scott Walker, Chief Advertising Revenue Officer, SiriusXM. “By partnering with YouTube, the true leader in ad-supported content consumption, we are connecting our unique skill set with audiences and creating unparalleled opportunities for marketers and creators to grow their businesses.”
“YouTube has become the leading destination for audio-first content where fans can connect with their favorite podcasts, music and creators,” said Romana Pawar, senior director of product for YouTube Advertising. “Partnering with SiriusXM Media will make it easier than ever for advertisers to take advantage of these high-profile moments.”
YouTube Audio Ads lets you reach listeners wherever they are with audio-first content and actions like podcasts, talk shows, and music immersion. By meeting users in the right environment for viewing and engagement, such as when playing YouTube content on a smart speaker, brands can take advantage of immersive viewing experiences across YouTube’s vast ecosystem of creators. It has more than 212 million monthly listeners in the U.S., according to research from SiriusXM Media and Edison Research.1 Engage with audio-first content and environments on YouTube.
Starting this fall, advertisers will be able to buy guaranteed audio ad impressions for YouTube’s high-value viewers directly at scale for the first time through SiriusXM Media, combining it with an audio-first activation approach to expand reach and impact. Brands can now reach YouTube’s broad next generation of engaged viewers in the same place they purchase SiriusXM Media’s leading portfolio of ad-supported audio inventory, ensuring a seamless purchasing experience powered by AdsWizz Inc.’s ad technology platform. As audio continues to reach consumers as a constant companion throughout the day, from the commute to the office, this deal gives brands the opportunity to reach a valuable audience that is increasingly leaning towards audio-first behavior and content on YouTube during high-profile moments.
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