YouTube

YouTube teams up with SiriusXM for audio ads on podcasts, more

Ben Schoon | Apr 22 2026 - 1:40 pm PT

YouTube is turning to an expert in the field, SiriusXM, to provide improved ads for its audio-first content such as podcasts.

Asshared in a press release, SiriusXM is now the exclusive advertising representative for YouTube audio advertising inventory in the US market. In other words, SiriusXM will be the one selling ads for audio-first content on YouTube.

The deal kicks in this Fall, with advertisers able to buy “guaranteed audio ad impressions against YouTube audiences,” as Variety explains. The press release adds:

Starting this fall, advertisers will be able to buy guaranteed audio ad impressions against YouTube’s high-value audiences at scale for the first time directly through SiriusXM Media—paired with an audio-first activation approach to extend reach and impact. Brands can now reach YouTube’s expansive, next-generation and highly engaged audience in the same place where they buy SiriusXM Media’s leading portfolio of ad-supported audio inventory, ensuring a seamless buying experience powered by AdsWizz Inc.’s ad tech platform. As audio continues to reach consumers as a constant companion throughout the day, from commuting to working hours, this deal gives brands an opportunity to reach a valuable audience that is further leaning into audio-first behaviors and content on YouTube in high-attention moments.

SiriusXM Media also controls Pandora, with plenty of experience in audio advertising.

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For the end user, changes shouldn’t be all that noticeable. Ads already play during audio-first content on YouTube, but with SiriusXM taking over, you might end up hearing ads that are a little less like the ones on the rest of YouTube, and a little more like what you find on other audio-first platforms.