Digiday Daily

April 23, 2026

YouTube and SiriusXM have struck an exclusive deal that hands SiriusXM Media the rights to sell YouTube’s “audio-first” inventory in the U.S. — or the impression generated when someone is listening to something on the platform rather than watching.

That includes background music streams, podcast playback and talk-format content.

TOP STORY

Marketing on Platforms

YouTube is turning audio into an ad product — SiriusXM is selling it

The streaming giant has exclusively partnered with SiriusXM Media to sell YouTube’s “audio-first” inventory in the U.S.

OTHER THINGS TO KNOW

For years, marketing was treated primarily as a creative function. Today, brand expression still matters deeply, but it is also where machines can dramatically accelerate outputs. Partner insights from OpenX.
Most CTV reporting focuses on metrics that describe exposure. But CFOs dislike reporting that they can’t reconcile. When CTV measurement demonstrates incremental revenue, it shifts from a discretionary spend to a growth lever. Partner insights from PebblePost.
Increasingly, viewers turn on their TVs without a fixed plan. Nielsen estimates that viewers spend as long as 10.5 minutes browsing on the home screen before they decide what to watch. Partner insights from Nexxen.

MEDIA & PLATFORMS

Content & Commerce

NHL looks to TikTok to capitalize on Heated Rivalry and Olympics as it grows beyond U.S. and Canada

The league is leveraging a successful TikTok operation to expand presence in Europe, recruit casual fans and pump up the value of its media rights.

Member exclusive

Media Briefing: As traffic declines, publishers see gains in commerce conversions and CTR

Publishers like Forbes and Apartment Therapy see growth in commerce business as audiences convert better despite shrinking traffic.

PARTNER INSIGHTS FROM KEEN DECISION SYSTEMS

What separates brands that grow from brands that stand still

AI may be speeding up media buying, but it’s also exposing cracks in how agencies execute. As independent agencies hit operational limits, they’re turning to partners to scale without sacrificing client trust.

MARKETING

Marketing on Platforms

Why brands like The League are making the first move to take advantage of LinkedIn's creator appeal

Consumer brands are waking up to LinkedIn’s creator appeal, valuing its affluent, intentional audience over scale and reach alone.

PARTNER INSIGHTS FROM PATHLABS

How independent agencies are rethinking delivery models

Independent agencies don’t have an AI problem — they have an execution problem, reshaping agency operations and limiting growth.

THE CREATORS

The Creator Economy

Beehiiv adds even more features to go up against competitors and win over creators

Weeks after podcasts, Beehiiv continues to add to its platform infrastructure to court creators, but is it enough?