SiriusXM Media just made a major power move in audio advertising. The company announced an exclusive partnership with Google, making SiriusXM Media the sole U.S. advertising representative for YouTube audio inventory.
It’s a landmark deal connecting two of the biggest names in audio and digital media.
For the first time, advertisers gain access to guaranteed impressions at scale across YouTube’s audio content. That includes podcasts, music, and talk shows — wherever listeners engage with audio-first content.
Scott Walker, SiriusXM’s Chief Advertising Revenue Officer, didn’t downplay the significance.
“Audio is one of the most powerful mediums for listeners, creators, and advertisers alike,” Walker said. “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.”
YouTube’s Romana Pawar, Senior Director of Product for YouTube Ads, echoed that sentiment.
“By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments,” said Pawar.
A joint SiriusXM Media and Edison Research study found over 212 million monthly U.S. listeners engage with audio-first content on YouTube. Combined with SiriusXM Media’s existing portfolio, the platform now reaches 255 million monthly listeners — nearly 90% of the U.S. population aged 13 and older.
The buying experience runs through AdsWizz Inc.’s ad tech platform. Starting this fall, brands can purchase guaranteed YouTube audio impressions directly through SiriusXM Media alongside its existing inventory.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
