YouTube Audio Ads Join the SiriusXM Media Advertising Ecosystem

The opportunity for advertisers to reach consumers at scale with audio is huge and growing. And with our new partnership with YouTube, connecting with audiences however, wherever, and whenever they listen is easier and more powerful than ever.

SiriusXM Media is now the exclusive advertising representative for YouTube’s audio ad inventory in the US, bringing together two of the most influential forces in audio. This new collaboration connects the largest ad-supported audio ecosystem in North America with one of the world’s most expansive platforms for music, podcasts, and creator-driven content.

Advertisers will be able to access YouTube’s massive audience as they engage in audio-first moments through SiriusXM Media. According to a study from SiriusXM and Edison Research, there are more than 212 million monthly listeners across YouTube and YouTube Music in the US engaging in these environments, 1 brands can gain both scale and frequency beyond existing streaming and podcast investments.

Get to know the YouTube Audio Ads partnership

Listening to digital audio is a habit for 81% Americans ages 12 and up. 2 And YouTube is a central hub for audio consumption, especially for younger audiences like Gen Z. Listeners increasingly treat the platform as an audio destination—engaging during commutes, work hours, and throughout the day in high-attention moments.

This partnership evolves how advertisers can access and activate audio on YouTube. Starting this fall, marketers will be able to purchase guaranteed impressions at scale on YouTube’s audio inventory for the first time—moving into a more predictable, premium buying experience. These ads run across listening-first content, including static music, podcasts, and talk content, as well as video content consumed in audio-forward ways, such as background listening or smart speaker playback.

With one media partner, advertisers can now plan and execute campaigns across an entire audio ecosystem, creating a simplified buying experience. The offering is powered by AdsWizz, our in-house adtech platform, enabling advanced targeting, measurement, and brand-safe delivery across environments. This ensures that while the scale expands, the precision and accountability marketers expect remain intact.

Audio is now more powerful for advertisers than ever

This partnership gives advertisers more access to consumers, no matter how they’re listening. 

Scaled reach and frequency

YouTube delivers a massive audience, extending audience reach while offering opportunities for increased frequency. By integrating YouTube Audio Ads into campaigns, brands can consistently reach listeners across more moments, devices, and contexts.

Access to younger, high-value audiences

YouTube is a key driver of discovery for Gen Z and younger listeners, particularly in podcasts and music. This partnership gives advertisers direct access to these highly engaged audiences at scale, in environments where culture is shaped and shared.

Simplified buying in a fragmented landscape

Instead of navigating multiple platforms and partners, advertisers can now access a broad, premium audio ecosystem through a single partner. This consolidation reduces complexity while improving efficiency.

Premium, guaranteed inventory

The ability to secure guaranteed impressions on YouTube’s audio inventory introduces a level of control and predictability that has historically been unavailable for audio ads on the platform—bringing it more in line with premium audio buying standards.

Future-proofing audio strategies

As listening behavior continues to evolve toward hybrid and cross-platform experiences, this partnership ensures brands remain present wherever and however audiences choose to listen.

We’re your partner for all things audio

We’re at the forefront of audio advertising, harnessing and converting the power of audio into real opportunities for advertisers. Our platforms, networks, and partnerships connect brands to audiences in meaningful ways across streaming audio, podcasts, satellite, and now audio-first video. With the addition of YouTube, our ecosystem becomes even more expansive—offering a single access point to premium audio content at unmatched scale.

Ready to be heard? Let’s talk.

Learn more about our audio ecosystem