Morningstar

Sirius Strikes Ad Deal With Google's YouTube

Provided by Dow Jones Apr 22, 2026, 11:56:00 AM

By Rob Curran

SiriusXM struck a deal with Alphabet's Google to help the Silicon Valley firm manage audio advertising on YouTube.

The New York satellite radio company will become the exclusive advertising representative of U.S. YouTube audio ad inventory.

Under this arrangement, Sirius said it would lend its expertise to YouTube to guarantee ad impressions on listeners of its audio podcasting and other content.

"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, in a statement.

"By partnering with SiriusXM Media, we are making it easier than ever for advertisers to tap into these high-attention moments."

Sirius shares ticked up 0.8% to $26.40 premarket on Wednesday.

Write to Rob Curran at rob.curran@dowjones.com

(END) Dow Jones Newswires

April 22, 2026 07:56 ET (11:56 GMT)

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