YouTube Partners With SiriusXM for Audio Ads as 74% of Users Listen to Content
YouTube has partnered with SiriusXM Media to handle audio advertising on its platform. A new study shows 74% of U.S. users aged 13 and up listen to YouTube content rather than just watch it.
YouTube has teamed up with SiriusXM Media to manage audio advertising across its platform, marking a major shift in how the video giant approaches its growing audio audience.
The partnership comes as new research reveals that 74% of U.S. users aged 13 and older consume YouTube audio content or engage in listening-first behaviors on the platform. This means most users are treating YouTube more like Spotify or traditional radio than a video service.
SiriusXM Media has become YouTube's exclusive audio advertising representative in the United States. The company will handle ad sales for podcasts and other audio content as YouTube sees significant growth in podcast viewership.
Podcast video advertising has become essential for advertisers, not just a bonus feature. SiriusXM Media offers solutions including YouTube video ads and video integrations to help brands reach this growing audio audience.
The partnership reflects YouTube's recognition that users increasingly listen to content while doing other activities, rather than actively watching screens.
This change affects how you'll hear ads while listening to YouTube podcasts and music. Companies are shifting money toward audio ads because more people treat YouTube like a radio service than a video platform.
Watch for changes in YouTube audio ads and new advertising options for podcast creators.
Was this article helpful?
0 people found this helpful