SiriusXM Media Becomes Exclusive Audio Advertising Representative for YouTube in the United States

Rhea-AI Summary

SiriusXM (NASDAQ: SIRI) was named the exclusive U.S. audio advertising representative for YouTube, giving advertisers guaranteed audio impressions and unified buying across SiriusXM, Pandora, streaming and podcast networks. Starting this fall, guaranteed YouTube audio inventory will be available via SiriusXM Media, powered by AdsWizz.

According to the company, the combined AdsWizz offering reaches 255 million monthly listeners, nearly 90% of U.S. consumers 13+.

AI-generated analysis. Not financial advice.

Positive

• Exclusive U.S. audio rep agreement for YouTube audio inventory
• Guaranteed audio impressions available starting this fall
• Combined reach of 255 million monthly listeners (~90% U.S. 13+)

Negative

• None.

News Market Reaction – SIRI

+7.39% 1.6x vol

53 alerts

+7.39% News Effect

+3.3% Peak in 3 hr

+$659M Valuation Impact

$9.57B Market Cap

1.6x Rel. Volume

On the day this news was published, SIRI gained 7.39%, reflecting a notable positive market reaction. Argus tracked a peak move of +3.3% during that session. Our momentum scanner triggered 53 alerts that day, indicating high trading interest and price volatility. This price movement added approximately $659M to the company's valuation, bringing the market cap to $9.57B at that time. Trading volume was above average at 1.6x the daily average, suggesting increased trading activity.

Data tracked by StockTitan Argus on the day of publication.

Key Figures

2025 Revenue: $8.56 billion 2025 Adjusted EBITDA: $2.67 billion 2025 Free Cash Flow: $1.26 billion +5 more

8 metrics

2025 Revenue $8.56 billion Full-year 2025 revenue from DEF 14A

2025 Adjusted EBITDA $2.67 billion Full-year 2025 Adjusted EBITDA from DEF 14A

2025 Free Cash Flow $1.26 billion Full-year 2025 free cash flow from DEF 14A

Free Cash Flow Target $1.5 billion Approximate free cash flow goal by 2027 from DEF 14A

Podcast Ad Revenue Growth 41% Podcast advertising revenue growth noted in DEF 14A

LTIP Share Increase 7,200,000 shares Additional shares for 2024 long-term incentive plan in DEF 14A

YouTube Audio-First Listeners 212 million monthly listeners U.S. audio-first content/environments on YouTube from joint study

SiriusXM Media Reach 255 million monthly listeners Monthly listeners reached via SiriusXM Media after YouTube partnership

Market Reality Check

Price: $29.52 Vol: Volume 8,267,005 is 1.84x...

high vol

$29.52 Last Close

Volume Volume 8,267,005 is 1.84x the 20-day average of 4,492,907, indicating elevated trading interest ahead of this news. high

Technical Price at $26.18 is trading above the 200-day MA of $22.18 and 4.24% below the 52-week high of $27.34.

Peers on Argus

SIRI fell 3.82% while several media/entertainment peers also traded lower (e.g.,...

SIRI fell 3.82% while several media/entertainment peers also traded lower (e.g., PARAA -5.53%, PARA -4.91%, IQ -6.76%). However, momentum scanners did not flag a coordinated sector move, suggesting today’s action leans more company-specific than broad-based.

Historical Context

5 past events · Latest: Mar 31 (Neutral)

Pattern 5 events

Date	Event	Sentiment	Move	Catalyst
Mar 31	Earnings call date	Neutral	+1.4%	Announcement of Q1 2026 operating and financial results date and call details.
Mar 05	Tender offer result	Neutral	-0.0%	Reported results of cash tender offer for 3.125% senior notes due 2026.
Mar 04	Tender offer pricing	Neutral	+1.9%	Set pricing terms for tender offer of 3.125% senior notes due 2026.
Feb 26	Debt offering	Neutral	+2.0%	Upsized offering of 5.875% senior notes due 2032 to fund liability management.
Feb 26	Tender offer launch	Neutral	+2.9%	Commenced cash tender offer for any and all 3.125% senior notes due 2026.

Pattern Detected

Recent news events have generally led to modest, mostly positive price reactions, with financing and liability-management announcements producing small moves in either direction.

Recent Company History

Over the past few months, SiriusXM has focused on balance sheet management and communications with investors. In February–March 2026, the company issued $1.25 billion of 5.875% senior notes due 2032 and used proceeds plus cash to retire its 3.125% notes due 2026 via a tender offer and discharge. These steps, along with an upcoming Q1 2026 results date on April 30, 2026, frame today’s YouTube audio advertising partnership as part of a broader strategy combining financial optimization with growth in advertising and audio reach.

Market Pulse Summary

The stock moved +7.4% in the session following this news. A strong positive reaction aligns with Sir...

Analysis

The stock moved +7.4% in the session following this news. A strong positive reaction aligns with SiriusXM’s strategy of expanding its advertising ecosystem. The exclusive U.S. audio ad representation for YouTube adds scale on top of existing momentum in podcasts and advertising, highlighted by $8.56 billion in 2025 revenue and $2.67 billion in Adjusted EBITDA. Investors would still need to weigh execution risks and how quickly the additional reach of 255 million monthly listeners could translate into incremental financial performance.

Key Terms

cash tender offer, senior notes, adjusted EBITDA, free cash flow, +4 more

8 terms

cash tender offer financial

"announces cash tender offer for any and all outstanding 3.125% Senior Notes due 2026"

A cash tender offer is a public proposal in which an individual or group offers to buy a set number of a company's shares directly from shareholders for a specified cash price during a limited time. It matters to investors because it gives a clear, immediate chance to sell shares at a known price — like a store offering to buy back items at a posted rate — and can affect the stock’s market price, ownership control and liquidity.

senior notes financial

"3.125% senior notes due 2026 using proceeds from new 5.875% Senior Notes due 2032"

Senior notes are a type of loan that a company borrows from investors, promising to pay it back with interest. They are called "senior" because in case the company faces financial trouble, these lenders are paid back before others. This makes senior notes safer for investors compared to other types of loans or bonds.

adjusted EBITDA financial

"The company generated $8.56 billion in revenue, $2.67 billion in Adjusted EBITDA and $1.26 billion"

Adjusted EBITDA is a way companies measure how much money they make from their core operations, like running a business, by removing certain costs or income that aren’t part of regular business activities. It helps investors see how well a company is doing without distractions from unusual expenses or gains, making it easier to compare companies or track performance over time.

free cash flow financial

"and $1.26 billion in free cash flow, supported by growth in subscriptions"

Free cash flow is the amount of money a company has left over after paying all its expenses and investing in its business, like buying equipment or updating facilities. It shows how much cash is available to reward shareholders, pay down debt, or save for future growth. This helps investors understand if a company is financially healthy and able to grow.

definitive proxy statement regulatory

"[DEF 14A] SIRIUS XM HOLDINGS INC. Definitive Proxy Statement"

A Definitive Proxy Statement is a detailed document that a company sends to its shareholders before a big meeting, like voting on important decisions. It explains what's being voted on and gives important information so shareholders can make informed choices. It matters because it helps shareholders understand and participate in key company decisions.

restricted stock units financial

"additional restricted stock units credited in connection with a $0.27 per-share cash dividend"

Restricted stock units are a type of company reward where employees are promised shares of stock, but they only fully own these shares after meeting certain conditions, like staying with the company for a set time. They matter because they can become valuable assets and are often used to motivate employees to help the company succeed.

cash dividend financial

"Sirius XM paid a cash dividend of $0.27 per share on February 27, 2026"

A cash dividend is a payment made by a company to its shareholders directly in money, usually on a regular schedule. It is a way for investors to receive a portion of the company's profits, similar to earning interest or a bonus for holding the company's stock. Cash dividends provide income to shareholders and can indicate the company's financial health and stability.

indenture financial

"discharging the 3.125% notes and related guarantees under the indenture"

An indenture is a legal agreement between a company that borrows money by issuing bonds and the people who buy those bonds. It explains the rules the company must follow, like paying back the money and keeping certain financial promises. This document helps both sides understand their rights and responsibilities.

AI-generated analysis. Not financial advice.

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YouTube, Home of The World's Number One Podcast Platform and a Leading Music Service, Chooses Audio Ad Powerhouse SiriusXM Media as Its Exclusive Audio Sales Representative in the U.S.

New Deal Cements SiriusXM's Leadership In Powering The Largest Ad-Supported Audio Ecosystem And Gives Brands Exclusive Access To YouTube's Audio-First Inventory

NEW YORK, April 22, 2026 /PRNewswire/ -- SiriusXM (NASDAQ: SIRI) today announced a new audio advertising partnership with Google that connects YouTube to one of the largest audio advertising platforms in North America. The agreement makes SiriusXM Media, the advertising group representing SiriusXM, Pandora, and expansive Streaming and Podcast Networks, the exclusive advertising representative of YouTube audio advertising inventory in the U.S. This will provide advertisers access to guaranteed impressions at scale for the first time, backed by similar sophisticated targeting and measurement as YouTube's ecosystem.

"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 helping brands harness that impact at scale," said Scott Walker, SiriusXM's Chief Advertising Revenue Officer. "By partnering with YouTube, a true leader in ad-supported content consumption, we're uniting our unique skillset with their audience, creating an unparalleled opportunity for marketers and creators to grow their businesses."

"YouTube has become a primary destination for audio-first content, where fans engage with their favorite podcasts, music, and creators," said Romana Pawar, Senior Director of Product, YouTube Ads. "By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments."

YouTube audio ads reach listeners wherever they are across audio-first content and behaviors: immersed in podcasts, talk shows, and music. By meeting users in environments primed for listening and engagement, such as when YouTube content is playing on smart speakers, brands can tap into high-intent listening experiences across YouTube's vast creator ecosystem. According to a study from SiriusXM Media and Edison Research, there are more than 212 million monthly listeners in the U.S.¹ engaging in audio-first content or environments on YouTube.

Starting this fall, advertisers will be able to buy guaranteed audio ad impressions against YouTube's high-value audiences at scale for the first time directly through SiriusXM Media—paired with an audio-first activation approach to extend reach and impact. Brands can now reach YouTube's expansive, next-generation and highly engaged audience in the same place where they buy SiriusXM Media's leading portfolio of ad-supported audio inventory, ensuring a seamless buying experience powered by AdsWizz Inc.'s ad tech platform. As audio continues to reach consumers as a constant companion throughout the day, from commuting to working hours, this deal gives brands an opportunity to reach a valuable audience that is further leaning into audio-first behaviors and content on YouTube in high-attention moments.

Powered by AdsWizz, SiriusXM Media now offers access to 255 million monthly listeners²—reaching nearly 90% of the U.S. population 13+—delivering expansive scale and incremental reach, best-in-class measurement and targeting capabilities, and premium brand-safe environments across every major audio touchpoint. The landmark partnership with YouTube highlights SiriusXM's commitment to an open, partner-first audio advertising ecosystem, continuing to connect advertisers to premium audio content wherever audiences choose to listen.

For more information, please visit https://www.siriusxmmedia.com/advertise-on-youtube-audio.

About Sirius XM Holdings Inc.
SiriusXM is the leading audio entertainment company in North America with a portfolio of audio businesses including its flagship subscription entertainment service SiriusXM; the ad-supported and premium music streaming services of Pandora; an expansive podcast network; and a suite of business and advertising solutions. SiriusXM offers a broad range of content for listeners everywhere they tune in with a diverse mix of live, on-demand, and curated programming across music, talk, news, and sports. For more about SiriusXM, please go to: www.siriusxm.com.

Media Contacts:
Victoria Chow, victoria.chow@siriusxm.com
Erica Walsh, ericawalsh@google.com

¹ Edison Research, Infinite Dial 2026 + SiriusXM Media
² Edison Research, Infinite Dial 2026 + SiriusXM Media

View original content to download multimedia:https://www.prnewswire.com/news-releases/siriusxm-media-becomes-exclusive-audio-advertising-representative-for-youtube-in-the-united-states-302749723.html

SOURCE Sirius XM Holdings Inc.

FAQ

What does the YouTube-SiriusXM (SIRI) deal mean for advertisers?

Advertisers gain direct access to guaranteed YouTube audio impressions through SiriusXM Media, improving scaled buys and planning. According to the company, advertisers can buy guaranteed audio at scale starting this fall with AdsWizz-powered targeting and measurement.

When will advertisers be able to buy guaranteed YouTube audio with SIRI?

Guaranteed YouTube audio impressions will be available starting this fall through SiriusXM Media. According to the company, the launch pairs guaranteed inventory with AdsWizz ad tech and unified buying across SiriusXM's ad-supported audio portfolio.

How large is the audience reach from the SiriusXM and YouTube audio partnership?

The partnership offers expansive scale: SiriusXM Media, powered by AdsWizz, reaches 255 million monthly listeners. According to the company, that represents nearly 90% of the U.S. population aged 13 and older.

Does the SiriusXM (SIRI) agreement include measurement and targeting for YouTube audio?

Yes — the deal includes similar targeting and measurement capabilities as YouTube's ecosystem for audio buys. According to the company, AdsWizz technology will power measurement, targeting, and a seamless buying experience.

Which SiriusXM platforms will advertisers access when buying YouTube audio via SIRI?

Advertisers will access YouTube audio alongside SiriusXM, Pandora, streaming, and podcast networks through SiriusXM Media's ad platform. According to the company, this enables unified buys across its leading ad-supported audio inventory.