SiriusXM is teaming up with YouTube as the most popular podcasting platform looks for better ad measurement services across audio. 

In a rare pact, SiriusXM will be the exclusive advertising partner for YouTube audio-first inventory in the U.S. YouTube is the most popular podcasting platform among users, while SiriusXM has the largest formal podcasting network by reach. 

While YouTube is known for its video content, according to a study by SiriusXM and Edison Research, about 74 percent of U.S. users aged 13 and up consume YouTube audio or engage in listening-first behaviors on YouTube, amounting to 212 million monthly YouTube audio users. Per the study, 45 percent of U.S. consumers aged 13 and up watch videos with static visuals; 40 percent engage with podcasts; 47 percent consume spoken word content (talk, interviews, sports) and 48 percent listen while video is minimized or in the background.

The partnership, which begins this fall, will include ad sales on the audio versions of podcasts, music, talk shows and more.

“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.”