SiriusXM, YouTube Strike Audio Ad Partnership

RADIO ONLINE | Wednesday, April 22, 2026 | 4:03pm CT

SiriusXM

SiriusXM has announced a new audio advertising partnership with Google that links YouTube's audio inventory with one of North America's largest audio ad platforms.

Under the agreement, SiriusXM Media will serve as the exclusive U.S. advertising representative for YouTube's audio ad inventory. The deal gives advertisers access to guaranteed audio ad impressions at scale for the first time, along with targeting and measurement capabilities aligned with YouTube's broader advertising ecosystem.

SiriusXM Chief Advertising Revenue Officer Scott Walker said the partnership combines the company's audio expertise with YouTube's audience reach, creating new opportunities for brands and creators. YouTube's Senior Director of Product for Ads, Romana Pawar, added that the collaboration simplifies how advertisers connect with audiences consuming audio-first content on the platform.

YouTube has increasingly become a destination for podcasts, music, and talk content, with listeners engaging across devices including smartphones and smart speakers. SiriusXM Media, citing research conducted with Edison Research, said more than 212 million U.S. users engage monthly with audio-first content or listening environments on YouTube.

Beginning this fall, advertisers will be able to purchase guaranteed audio ad placements across YouTube through SiriusXM Media. The offering will integrate with the company's broader portfolio, allowing brands to manage campaigns across multiple audio platforms in a single buying environment powered by AdsWizz Inc.