SiriusXM is teaming up with YouTube as the most popular streaming platform looks for better services for measuring advertising across audio.
In a rare agreement, SiriusXM will be the exclusive advertising partner for YouTube’s premier audio inventory in the United States. YouTube is the most popular streaming platform among users, while SiriusXM has the largest official audio streaming network by reach.
While YouTube is known for its video content, according to a study by SiriusXM and Edison Research, about 74 percent of U.S. users ages 13 and older consume YouTube audio or engage in listening-first behaviors on YouTube, amounting to 212 million YouTube audio users per month. According to the study, 45 percent of U.S. consumers ages 13 and older watch still-image videos; 40% of them interact with podcasts; 47% consume spoken word content (talk, interviews, sports) and 48% listen while video is minimized or in the background.
The partnership, which begins this fall, will include ad sales on audio versions of podcasts, music, talk shows and more.
“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 of helping brands harness that influence at scale,” said Scott Walker, chief advertising revenue officer at SiriusXM. “By partnering with YouTube, a true leader in ad-supported content consumption, we are uniting our unique skill set with its audience, creating an unparalleled opportunity for marketers and creators to grow their businesses.”
“YouTube has become an audio-first destination, where fans engage with their favorite podcasts, music and creators,” said Romana Pawar, senior product manager, YouTube Ads. “By partnering with SiriusXM Media, we’re making it easier than ever for advertisers to capitalize on these high-interest moments.”
