SiriusXM Media has entered into a partnership with Google, becoming the exclusive U.S. representative for YouTube's audio advertising inventory. This agreement, effective this fall, enables advertisers to secure guaranteed audio ad impressions targeting YouTube audiences through SiriusXM Media, which also manages advertising for Pandora and other streaming services. This collaboration highlights the growing significance of audio advertising in digital media.
Street-Style Interviewer Maurice Kamara Signs With UTA Lost Co-Founds Media Companies With Athletes and Targets Television Budgets on YouTube Mark Rober Built CrunchLabs to Survive Without Him Pakistan Imposes 5% Tax on Social Media Earnings, Including Income From Overseas Creators Commentary SiriusXM Media Named Exclusive U.S. Audio Ad Representative for YouTube By Dragomir Stojkov Published on April 23, 2026 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. Subscribe to Our Newsletter Check Out Our Podcast Continue Reading You may also like... Street-Style Interviewer Maurice Kamara Signs With UTA Lost Co-Founds Media Companies With Athletes and Targets Television Budgets on YouTube Mark Rober Built CrunchLabs to Survive Without Him Pakistan Imposes 5% Tax on Social Media Earnings, Including Income From Overseas Creators Related Topics: youtube Dragomir Stojkov 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. Click to comment
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SiriusXM Media, Google, YouTube, Pandora
Partnership Tracker, Media Rights Analyzer
SiriusXM Media: SiriusXM Media is a media company that has become the exclusive advertising representative for YouTube audio advertising inventory in the U.S.
Google: Google is a technology company that has partnered with SiriusXM Media to allow advertisers to purchase audio ad impressions on YouTube.
YouTube: YouTube is a video-sharing platform that has entered into an agreement with SiriusXM Media for audio advertising representation.
Pandora: Pandora is a music streaming service that is part of the SiriusXM Media advertising group.
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