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First look: SiriusXM has been announced as the exclusive advertising representative of YouTube audio advertising in the US. This is a significant addition to SiriusXM Media's portfolio, which will now be able to reach 255mn monthly listeners - almost 90% of all US adults 13+.
- SiriusXM also released data from Edison Research, showing that around 74% of US adults 13+ consume YouTube audio, or engage in listening-first behaviours on YouTube. The data also says that 45% consume YouTube content with static visuals; 48% listen while video is minimised or in the background.
Sounds Profitable released new research on "Audio Primes" - the people who listen to at least 75% of their content as audio. That's 22% of podcast consumers; and they're younger and more educated. While they choose audio for podcasts, Audio Primes also - surprisingly - consume more video as well. The full report, sponsored by RSS.com, is available as a free download.
Bumper has launched The Bumper Score, a new tool "built to close the trust gap between podcast listenership and advertiser confidence". The company suggests that the next $1 billion in podcasting starts with better data; the tool uses verified metrics to give a simple score for strong verified reach. It will be free to all podcasters; you can join the waitlist now.

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