New York – October 11, 2026 -- SiriusXM Media's monthly audience has grown from 170 million to approximately 255 million unduplicated listeners in a year, reaching nearly 90% of the U.S. population aged 13+, the company said at its second annual Built With Audio event.
YouTube reseller deal adds incremental reach in beta campaigns
The jump follows SiriusXM Media's agreement, announced last April, to act as exclusive reseller of YouTube and YouTube Music audio-first U.S. inventory. Across beta campaigns, adding YouTube Audio expanded advertisers' total unique reach by up to 91%, the company reported.
Chief Ad Revenue Officer Scott Walker presented the early results onstage with Bo Pulito, Head of Ad Platform Partnerships at YouTube. Walker said YouTube brings listeners and audio-first moments that advertisers may not have been reaching before. He added that SiriusXM is working to make that reach easier to access, activate and measure, alongside Apple's evolving podcast experience.
AdsWizz carries one in four audio ads in the global open ecosystem
SiriusXM Media runs on AdsWizz, its open audio advertising platform linking publishers and creators with programmatic demand, audience intelligence and measurement. AdsWizz powers one in four audio ads across the global open ecosystem and has monetized more than 1.3 trillion streaming and podcast impressions over the past decade.
Its interoperable design lets advertisers keep their preferred data, buying and measurement partners. Chief Advertising Product Officer Sherene Hilal described the aim as "one access point to premium audio and multimodal media" that advertisers can buy and measure like the rest of the digital plan.
Four integrations expand the ad tech stack since last year's event
Since the first Built With Audio, SiriusXM Media has added several capabilities:
- Partnership with YouTube audio
- Early integration with Apple podcast video, as one of the first partners
- Expansion into the Amazon DSP
- A deeper partnership with LiveRamp and RampID
It also works with Barometer to provide audio-native brand-suitability signals at the podcast episode level.
Creator partnerships target multi-platform audiences
The event, held at the Perelman Performing Arts Center, featured creators including Hannah Berner and Paige DeSorbo of Giggly Squad, MrBallen, Katie Nolan and Stavros Halkias. It closed with a performance by Grammy Award-winning artist Leon Bridges.
SiriusXM President and Chief Content Officer Scott Greenstein, discussing the new partnership with Berner and DeSorbo, said leading creators are building multi-platform businesses across podcasts, video, social and live events. He said SiriusXM's role is to support those communities while protecting the authenticity and trust behind them.