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YouTube & SiriusXM Unite for Audio Ad Power
22 Apr
Summary
- SiriusXM will exclusively sell ads for YouTube's audio content in the U.S.
- Most U.S. users consume audio or listen-first content on YouTube.
- The partnership begins this fall, covering podcasts and music ads.
SiriusXM and YouTube are forging a new alliance, positioning SiriusXM as the exclusive advertising partner for YouTube's audio-first content in the United States. This collaboration is set to begin this fall.
YouTube has emerged as a leading platform for audio content, with a significant portion of its user base engaging in listening-first behaviors. Research indicates that approximately 74 percent of U.S. users aged 13 and older consume audio content or engage in listening behaviors on YouTube. This includes listening to podcasts, spoken word content, and music, often with the video minimized or in the background.
The partnership aims to provide enhanced ad measurement services across audio platforms. SiriusXM Media's Chief Advertising Revenue Officer, Scott Walker, highlighted the power of audio for listeners, creators, and advertisers. Romana Pawar, Senior Director of Product at YouTube Ads, emphasized that this collaboration makes it easier for advertisers to reach audiences during these high-attention moments on YouTube.
