YouTube is turning audio into an ad product — SiriusXM is selling it
April 23, 2026 YouTube and SiriusXM have struck an exclusive deal that hands SiriusXM Media the rights to sell YouTube’s “audio-first” inventory in the U.S. — or the impression generated when someone is listening to something on the platform rather than watching. That includes background music streams, podcast playback and talk-format content. ...
