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. Advertisement TOP STORY Marketing on Platforms YouTube is turning audio into an ad product — SiriusXM is selling it The streaming giant has exclusively partnered with SiriusXM Media to sell YouTube’s “audio-first” inventory in the U.S. OTHER THINGS TO KNOW For years, marketing was treated primarily as a creative function. Today, brand expression still matters deeply, but it is also where machines can dramatically accelerate outputs. Partner insights from OpenX. Most CTV reporting focuses on metrics that describe exposure. But CFOs dislike reporting that they can’t reconcile. When CTV measurement demonstrates incremental revenue, it shifts from a discretionary spend to a growth lever. Partner insights from PebblePost. Increasingly, viewers turn on their TVs without a fixed plan. Nielsen estimates that viewers spend as long as 10.5 minutes browsing on the home screen before they decide what to watch. Partner insights from Nexxen. MEDIA & PLATFORMS Content & Commerce NHL looks to TikTok to capitalize on Heated Rivalry and Olympics as it grows beyond U.S. and Canada The league is leveraging a successful TikTok operation to expand presence in Europe, recruit casual fans and pump up the value of its media rights. Member exclusive Media Briefing: As traffic declines, publishers see gains in commerce conversions and CTR Publishers like Forbes and Apartment Therapy see growth in commerce business as audiences convert better despite shrinking traffic. PARTNER INSIGHTS FROM KEEN DECISION SYSTEMS What separates brands that grow from brands that stand still AI may be speeding up media buying, but it’s also exposing cracks in how agencies execute. As independent agencies hit operational limits, they’re turning to partners to scale without sacrificing client trust. MARKETING Marketing on Platforms Why brands like The League are making the first move to take advantage of LinkedIn's creator appeal Consumer brands are waking up to LinkedIn’s creator appeal, valuing its affluent, intentional audience over scale and reach alone. PARTNER INSIGHTS FROM PATHLABS How independent agencies are rethinking delivery models Independent agencies don’t have an AI problem — they have an execution problem, reshaping agency operations and limiting growth. THE CREATORS The Creator Economy Beehiiv adds even more features to go up against competitors and win over creators Weeks after podcasts, Beehiiv continues to add to its platform infrastructure to court creators, but is it enough? Advertisement PARTNER INSIGHTS FROM OPTABLE Why publishers who wait on agentic AI risk falling behind Agentic workflows fueled by quality data allow teams to make better decisions quickly. But nearly one-third of publishers lack immediate plans to invest in agentic solutions, putting them at risk of falling behind. BRANDS IN CULTURE Managing Through Crisis Retailers offer fuel perks as consumers look for relief from $4 gas amid U.S.-Iran war As gas prices climb, companies are rolling out limited-time fuel perks to attract cost-conscious shoppers, boost foot traffic and provide some relief at the pump. Written by Jim Cooper and Sara Jerde Were you forwarded this email? Sign up to get it daily. Advertise | Digiday+ | Events | Awards Update your email | Unsubscribe | Privacy policy