Follow the Fandom: Inside the Built with Audio Event

Year two of Built with Audio showed just how quickly the industry is evolving. SiriusXM Media now reaches nine in 10 Americans ages 13 and up, with new partnerships, formats, technology, and creator opportunities giving advertisers more ways to connect with audiences. 1

Let’s get into the highlights and takeaways.

One ecosystem, more ways to reach audiences

We’ve done a lot of growing. And we mean a lot. Last year, SiriusXM Media reached 170M listeners. Today, we reach 255M US monthly listeners 2—and we’ve taken on one of the largest partnerships to date by exclusively representing audio inventory across both YouTube and YouTube Music. Together, our ecosystem now represents 76% of addressable digital audio listening in the US. 3

That scale comes with new ways for advertisers to connect. While YouTube may be synonymous with video, 88% of YouTube users also consume audio content on the platform. 4 That means brands shouldn’t have to choose whether YouTube belongs in an audio or video budget. Both can play a role—reaching people in different moments, with different levels of attention, and different creative experiences. 

For brands seeking ways to connect with the scale of audiences today, we’re leaning in to the full potential of audio.

• More scale means more ways to reach your audience. With a massive listeners base and the #1 podcast network, SiriusXM Media has the largest digital audio scale in the US. 

• Our ad technology makes it easier to tap into it all. From advanced targeting and measurement to AI and agentic buying, our adtech is evolving to help advertisers reach audiences with greater ease and sophistication.

• Our creators turn attention into fandom. Across podcasts, music, video, and social, creators build the communities and cultural moments brands want to be a part of. 

Built for how advertisers buy

Audio moves with people across platforms, routines, and more than 500M daily moments. Rather than building around individual channels, we’ve built an open operating system around the format itself—connecting creators and publishers producing premium content with the brands that want to reach their audiences. 

At the center of it all is AdsWizz, the largest audio ad server in the world, powering one out of every four ads in the open ecosystem. Over the last decade, AdsWizz has monetized more than 1.3T impressions across streaming and podcasting. And since last year’s Built with Audio event, we’ve expanded that ecosystem through YouTube, Apple, Amazon DSP, LiveRamp, Barometer, and more—all making audio easier to buy, target, and measure through the tools advertisers already trust. 

What does this mean for advertisers?

• Ease of access. One access point helps advertisers reach audiences wherever listening happens, across publishers, creators, platforms, and formats. 

• Intelligence, at scale. There’s no one-size-fits-all approach here. Bring your own data into an open, interoperable ecosystem to make smarter decisions closer to every impression (and prepare for emerging workflows like agentic buying).

• Measurable outcomes. Direct integrations with leading measurement, attribution, and marketing mix modeling partners help evaluate audio alongside the rest of your media investment. 

It all adds up to media planning that can follow in the moments that matter, not just the channels they happen on. 

Follow fandom, not formats

Creators aren’t staying in one lane and neither are their fans. Podcasts are becoming video, social clips are going viral, and live tours are selling out, and creators are building entire media ecosystems around the communities that follow them. For advertisers, that creates opportunities to build partnerships around audiences and their passions. 

Take Giggly Squad, one of the newest additions to the SiriusXM Podcast Network. Hanna Berner and Paige DeSorbo have grown their top 10 comedy podcast into a much bigger universe, including a 70-city live tour with two shows at Radio City Music Hall and the New York Times bestseller How to Giggle. 

Fandom doesn’t stop with individual creators. It builds around the cultural moments audiences care about most. During the World Cup, “FIFA” and “World Cup” became the top most searched terms on the SiriusXM app the day of the final, while seven bonus episodes of What Now? with Trevor Noah generated 981K downloads. 

That’s the idea behind SiriusXM’s cultural packages—surround the moments that matter across audio, video, social, creators, live experiences, and branded content. Instead of buying into a single channel, advertisers can show up across different levels of fandom, all through one partner and one strategy. 

Build what’s next with audio

Scale, simplicity, fandom, innovation—Built with Audio showed how these things come together to make audio work harder across the entire media plan. With SiriusXM Media, advertisers can reach 255M US monthly listeners across an expanding ecosystem, tap into the creators and cultural moments audiences care about, and use the technology, data, and measurement tools needed to turn measurement into action. 

Wherever listening goes next, we’ll be there. Ready to build what’s next with audio? Let’s talk.

Ready to build successful campaigns?