SiriusXM Media and Google have announced a partnership that makes SiriusXM Media the exclusive advertising representative for YouTube audio advertising inventory in the U.S.
Taking effect this fall, the agreement will allow advertisers to purchase guaranteed audio ad impressions against YouTube audiences directly through SiriusXM Media, the advertising group representing SiriusXM, Pandora, and affiliated streaming and podcast networks. Transactions will run through AdsWizz Inc.’s ad tech platform.
SiriusXM Media said the partnership gives advertisers access to 255 million monthly listeners, reaching nearly 90% of the U.S. population aged 13 and older. A joint study from SiriusXM Media and Edison Research found that more than 212 million Americans engage with audio-first content or environments on YouTube each month.
“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 Scott Walker, SiriusXM’s Chief Advertising Revenue Officer, in a press release. “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.”
Romana Pawar, Senior Director of Product at YouTube Ads, said the platform has become a primary destination for audio-first content. “We are making it easier than ever for advertisers to tap into these high-attention moments,” Pawar said.
Podcast and Audio Growth Context
The partnership comes as podcast consumption and online audio listening in the U.S. continue to reach new highs. A 2026 Edison Research survey found that 58% of Americans aged 12 and older (roughly 167 million people) listen or watch podcasts monthly, a record figure.
YouTube holds a leading position in podcast distribution. Among weekly podcast consumers, 39% say they most often access podcasts through the Google-owned platform, according to Edison Podcast U.S. data for Q4 2025. YouTube also accounted for 32% of daily podcast consumption time, ahead of Spotify at 25% and Apple Podcasts at 20%.
Overall online audio listening reached 81% of Americans aged 12 and older in 2026, representing an estimated 233 million people, according to Edison Research.
Dragomir is a Serbian freelance blog writer and translator. He is passionate about covering insightful stories and exploring topics such as influencer marketing, the creator economy, technology, business, and cyber fraud.
SiriusXM Media and Google have announced a partnership that makes SiriusXM Media the exclusive advertising representative for YouTube audio advertising inventory in the U.S.
Taking effect this fall, the agreement will allow advertisers to purchase guaranteed audio ad impressions against YouTube audiences directly through SiriusXM Media, the advertising group representing SiriusXM, Pandora, and affiliated streaming and podcast networks. Transactions will run through AdsWizz Inc.’s ad tech platform.
SiriusXM Media said the partnership gives advertisers access to 255 million monthly listeners, reaching nearly 90% of the U.S. population aged 13 and older. A joint study from SiriusXM Media and Edison Research found that more than 212 million Americans engage with audio-first content or environments on YouTube each month.
“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 Scott Walker, SiriusXM’s Chief Advertising Revenue Officer, in a press release. “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.”
Romana Pawar, Senior Director of Product at YouTube Ads, said the platform has become a primary destination for audio-first content. “We are making it easier than ever for advertisers to tap into these high-attention moments,” Pawar said.
Podcast and Audio Growth Context
The partnership comes as podcast consumption and online audio listening in the U.S. continue to reach new highs. A 2026 Edison Research survey found that 58% of Americans aged 12 and older (roughly 167 million people) listen or watch podcasts monthly, a record figure.
YouTube holds a leading position in podcast distribution. Among weekly podcast consumers, 39% say they most often access podcasts through the Google-owned platform, according to Edison Podcast U.S. data for Q4 2025. YouTube also accounted for 32% of daily podcast consumption time, ahead of Spotify at 25% and Apple Podcasts at 20%.
Overall online audio listening reached 81% of Americans aged 12 and older in 2026, representing an estimated 233 million people, according to Edison Research.
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