SiriusXM is teaming up with YouTube as the most popular podcasting platform looks for better ad measurement services across audio.
In a rare pact, SiriusXM will be the exclusive advertising partner for YouTube audio-first inventory in the U.S. YouTube is the most popular podcasting platform among users, while SiriusXM has the largest formal podcasting 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 aged 13 and up consume YouTube audio or engage in listening-first behaviors on YouTube, amounting to 212 million monthly YouTube audio users. Per the study, 45 percent of U.S. consumers aged 13 and up watch videos with static visuals; 40 percent engage with podcasts; 47 percent consume spoken word content (talk, interviews, sports) and 48 percent listen while video is minimized or in the background.
The partnership,
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