Sirius XM Holdings Inc. has announced that it will be the exclusive sales representative for YouTube’s audio advertising inventory in the United States, giving the company sole access to the platform’s growing audio‑first audience.
The partnership brings Sirius XM’s advertising platform to a combined monthly reach of 255 million listeners, a figure that includes the 212 million U.S. users who engage with audio‑first content on YouTube. The expanded reach is expected to enhance the effectiveness of Sirius XM’s targeting and measurement capabilities for advertisers.
Sirius XM’s chief advertising revenue officer, Scott Walker, said, “Audio is one of the most powerful mediums for listeners, creators, and advertisers alike, and at SiriusXM Media, we’re proud to be at the forefront helping brands harness that impact at scale. By partnering with YouTube, a true leader in ad‑supported content consumption, we’re uniting our unique skillset with their audience, creating an unparalleled opportunity for marketers and creators to grow their businesses.” The deal is a strategic move to offset subscription revenue declines and to diversify the company’s income streams.
In the fourth quarter of 2025, Sirius XM reported revenue of $2.19 billion, flat year‑over‑year, with advertising revenue of $491 million, up 3% from the same period in 2024. Full‑year 2025 revenue totaled $8.56 billion, a 2% decline from 2024. The new partnership is positioned to strengthen the advertising segment and support future growth as the company expands its audio‑first offerings.
YouTube’s senior director of product, Romana Pawar, noted, “YouTube has become a primary destination for audio‑first content, where fans engage with their favorite podcasts, music, and creators. By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high‑attention moments.” The collaboration marks the first time YouTube has opened its ad inventory to an external partner, underscoring the strategic significance of the deal for both companies.
The exclusive arrangement places Sirius XM at the forefront of the digital audio advertising market, positioning it as a dominant platform that can offer advertisers a unified buying experience across Sirius XM, Pandora, and YouTube. The partnership is expected to accelerate Sirius XM’s transition toward a more diversified revenue model and to enhance its competitive edge against other audio streaming services.
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