SiriusXM Media

What SiriusXM Media does

SiriusXM Media operates as the advertising sales and technology division of Sirius XM Holdings Inc. (NASDAQ: SIRI), functioning as the largest ad-supported audio advertising ecosystem in North America. The company aggregates premium audio inventory across SiriusXM satellite radio (200+ ad-supported channels including Howard Stern and official MLB, NBA, NFL, NHL, PGA, and NASCAR partnerships), the SiriusXM Streaming Network (Pandora, SoundCloud, and partner publisher Audiomack), the SiriusXM Podcast Network (Team Coco, SmartLess, Earwolf, NBCU, Unwell, 1K+ podcasts), and—effective fall 2026—YouTube's U.S. audio-first inventory under an exclusive representation agreement. Combined monthly reach is reported at 255M+ listeners.

The underlying technology stack is anchored by the AdsWizz programmatic ad-tech platform, which powers dynamic ad insertion, audience targeting, and campaign optimization across the portfolio. Supporting products include AudioGo (self-serve platform with synthetic-voice ad generation), Studio Resonate (in-house audio creative agency), Fluency (multicultural audience insights), and cross-platform measurement integrations with VideoAmp and MediaRadar. AI capabilities such as Dynamic Creative Optimization, agentic campaign optimization, and predictive audience targeting are embedded in the serving pipeline.

SiriusXM Media monetizes inventory through advertising sales to agencies and brands via a hybrid model: direct enterprise sales for premium placements (multi-year contracts), programmatic buying through AdsWizz DSP and Amazon DSP, self-serve via AudioGo for SMBs, and live-event sponsorships. Pricing is quote-based, structured around CPM/CPA models, and varies by format and inventory. Named enterprise customers include State Farm, T-Mobile, Good Humor, Firestone, and Mint Mobile; verticals served span insurance, telecommunications, automotive, retail, and financial services. The geographic footprint is concentrated in the U.S., with European extensions via the SoundCloud-AdsWizz partnership and limited coverage in Canada, the U.K., France, and Australia.

Name

SiriusXM Media

Legal name

SiriusXM Media

Website

https://siriusxmmedia.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

SiriusXM Media is the advertising division of Sirius XM Holdings Inc., selling audio advertising across SiriusXM, Pandora, SoundCloud, podcast networks, and YouTube Audio to agencies and brands, reaching 255M+ monthly listeners through its AdsWizz programmatic platform.

Ownership category

akta.pro rank

Product category

Digital Audio Advertising

NAICS

Media Buying Agencies (54183), Media Streaming Distribution Services, Social Networks, and Other Media Networks and Content Providers (516210)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Podcast Networks & Multi-Show Publishers (MPACADAB)

akta.pro secondary industries

Audio/Podcast/Streaming Media Buying (MPAAABAF), Podcast Distribution Directories & Listening Apps (MPACADAC)

Keywords

• Digital audio advertising
• Programmatic audio
• Podcast advertising
• Audio ad tech
• Audience targeting

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Digital Audio Advertising: SiriusXM Media generates revenue primarily through digital audio advertising across its streaming properties (SiriusXM, Pandora) and podcast networks. Ads are sold directly to agencies and brands, as well as programmatically through the AdsWizz platform. Pricing is quote-based with CPM/CPA models depending on campaign objectives.
2. Programmatic Audio: Programmatic advertising through AdsWizz DSP and direct Amazon DSP integration enables real-time bidding and automated ad buying across the company's audio inventory.
3. Podcast Advertising: Monetization of podcast content through pre-roll, mid-roll, and dynamic ad insertion across owned podcast networks (Team Coco, SmartLess, Earwolf, NBCU, Unwell) and third-party podcast hosting integrations.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

SiriusXM Media is the advertising sales division of Sirius XM Holdings Inc., monetizing audio inventory across SiriusXM satellite/streaming radio, Pandora, SoundCloud, the SiriusXM Podcast Network, the SiriusXM Streaming Network, and (effective fall 2026) YouTube Audio in the United States. It sells digital audio advertising to agencies and brands via direct enterprise sales, programmatic buying through the proprietary AdsWizz platform and Amazon DSP integration, and a self-serve AudioGo offering. The company also provides in-house creative services (Studio Resonate) and live event sponsorship activations.

Product overview

SiriusXM Media operates as a comprehensive audio advertising ecosystem and platform-plus-modules architecture. The core portfolio includes SiriusXM (satellite and streaming radio with 200+ ad-supported channels), the SiriusXM Streaming Network (aggregating Pandora, SoundCloud, and Audiomack), and the SiriusXM Podcast Network (featuring Team Coco, SmartLess, Earwolf, NBCU, and Unwell Network with 1K+ podcasts). Supporting platforms include AdsWizz (proprietary ad-tech), AudioGo (self-serve creative), and Studio Resonate (in-house creative agency). The YouTube Audio partnership (effective fall 2026) extends reach to YouTube's 212M+ monthly U.S. audio listeners. Capabilities span audience targeting, programmatic buying, dynamic ad insertion, and live event sponsorships, collectively reaching 255M+ monthly listeners across satellite, streaming, and podcasts.

Differentiator

Problem solved

Functional benefit

Brands

• Pandora: Streaming music platform and cornerstone property of the SiriusXM Streaming Network
• SoundCloud
• SiriusXM Podcast Network
• SiriusXM Streaming Network
• Studio Resonate
• Fluency
• Pass the Mic
• AdsWizz

Products and services

• SiriusXM Advertising Satellite and streaming radio advertising inventory featuring live and exclusive content including Howard Stern, official partnerships with MLB, NBA, NFL, NHL, PGA and NASCAR, and premium talk, entertainment, and comedy programming across 200+ ad-supported channels.
• Pandora Advertising Streaming music platform advertising inventory with personalized radio, on-demand streaming, and advanced audio advertising capabilities, reaching 13.5M active millennial users who spend an average of 33 hours listening each month.
• SoundCloud Advertising Streaming music platform advertising inventory particularly popular with Gen Z and creator communities, with over half of users being Gen Z and the majority of total plays coming from that generation; serves as a discovery platform for emerging artists.
• SiriusXM Podcast Network Podcast advertising network featuring celebrated creators and hosts across major networks and studios including Team Coco, SmartLess, Earwolf, NBCU, and Unwell Network, with over 1,000 podcasts available for host-read and dynamically inserted advertising.
• SiriusXM Streaming Network Streaming advertising network bringing together Pandora, SiriusXM, SoundCloud, exclusive partner publishers like Audiomack, and a marketplace of audio publishers for comprehensive digital audio coverage.
• YouTube Audio Advertising YouTube's audio-first inventory including podcasts, music, talk shows, and other listening-oriented content, exclusively represented by SiriusXM Media for advertising sales in the United States starting fall 2026.
• AdsWizz Proprietary ad-tech platform powering digital audio advertising across the SiriusXM Media ecosystem, enabling programmatic buying, dynamic ad insertion, audience targeting, and campaign optimization.
• AudioGo Self-serve platform enabling brands to create audio ads using AI-powered synthetic voices in English and Spanish, allowing faster production with professional-sounding output without lengthy recording sessions.
• Studio Resonate In-house audio creative agency providing creative consultation, end-to-end audio production, and award-winning expertise for brands seeking elevated creative needs.
• Programmatic Audio Advertising Programmatic buying capabilities for digital audio advertising, including integrations with Amazon DSP and direct programmatic access to Pandora and SoundCloud inventory.
• Retail Media Networks Digital audio advertising solutions specifically designed for retail media networks, helping retailers monetize their audio inventory and helping brands reach consumers at point-of-purchase moments.
• Live Events Sponsorship and brand activation opportunities at franchise events including HBCU Homecoming Pop Out, Music Row Happy Hour, Race Weekend, El Pulso, Big Game, and podcast live tours.

Quantifiable outcome

• Podcast revenue tripled through omnichannel strategies
• +1 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability9 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core / flagship, core and minor.

• YouTubecore / flagshipGTM or Marketing Partner · 1 April 2026Exclusive audio advertising representative partnership with YouTube, effective fall 2026. SiriusXM Media becomes the sole provider of audio advertising across YouTube's platform, reaching 212M monthly U.S. audio listeners. The partnership is powered by AdsWizz Inc. ad technology and represents a transformative expansion of the company's programmatic audio reach.
• Amazon AdscoreGTM or Marketing Partner · 1 September 2025Programmatic audio advertising integration enabling advertisers to access SiriusXM Media inventory through Amazon DSP. The integration provides seamless programmatic buying access to the company's audio audience.
• Amazon DSPcoreTechnology or Integration · 1 September 2025Programmatic demand-side platform integration allowing real-time bidding and automated audio ad buying across SiriusXM Media inventory.
• VideoAmpcoreTechnology or IntegrationCross-platform planning integration enabling unified measurement and campaign planning across audio, video, and display inventory. Provides advertisers with comprehensive cross-media attribution.
• AdsWizz Inc.coreTechnology or IntegrationAd tech platform powering YouTube audio advertising deal and overall programmatic capabilities. Enables dynamic ad insertion, audience targeting, and campaign optimization.
• SoundCloudminorGTM or Marketing PartnerEuropean advertising deal renewal through AdsWizz technology. Extends programmatic advertising reach to SoundCloud's European audience using SiriusXM Media's ad tech infrastructure.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• iHeartMedia: iHeartMedia is the largest U.S. radio broadcaster and operates a competing digital audio and podcast advertising platform (iHeartRadio) with comparable advertiser offerings, premium content networks, and programmatic audio capabilities.
• Spotify Advertising: Spotify sells audio and podcast advertising directly to brands and via programmatic (Spotify Ad Studio, Megaphone) and overlaps directly with SiriusXM Media on streaming music, podcast monetization, and self-serve ad buying.
• Acast: Acast is a global podcast hosting, monetization, and advertising platform powering many of the same podcast networks (and customers like State Farm and T-Mobile cited in the data) that SiriusXM Media monetizes through Acast partnership.
• Audacy: Audacy operates a major U.S. radio broadcast network plus the Audacy podcast platform, competing head-to-head with SiriusXM Media for audio and podcast ad budgets across agencies and brands.
• Cumulus Media / Westwood One: Cumulus Media and its Westwood One network sell terrestrial radio, digital audio, and podcast advertising, directly competing for the same agency and brand audio budgets that SiriusXM Media targets.

Broad incumbents

• Amazon Advertising: Amazon Ads is both a partner (via Amazon DSP integration) and a broader advertising incumbent whose audio and CTV inventory competes with SiriusXM Media for omnichannel digital ad spend, especially via Amazon's first-party retail data.
• YouTube Ads / Google Ads: Google sells YouTube audio/video advertising directly; SiriusXM Media's fall 2026 exclusive audio representation carve-out sits inside this broader incumbent's inventory, making Google both a partner enabler and indirect competitor on video and adjacent audio budgets.

Emerging players

• The Trade Desk: The Trade Desk is a leading independent DSP that buys programmatic audio inventory (including from SiriusXM Media's AdsWizz) and competes indirectly for omnichannel audio buying budgets via its Solimar and Kokai platforms.
• Triton Digital: Triton Digital provides podcast hosting (Omny Studio), ad serving, and programmatic audio technology that overlaps with AdsWizz's capabilities and serves overlapping publisher and advertiser customers in the podcast ecosystem.

Regional players

• SoundCloud: SoundCloud is both a partner publisher (AdsWizz-powered European deal) and a competing streaming music platform with its own direct ad sales and creator monetization tools targeting the same Gen Z and indie music audience as Pandora.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SiriusXM Media