SiriusXM in Amazon DSP: What You Are Actually Buying

SiriusXM Media joined Amazon DSP in September 2025, billed as the largest audio platform to do so. Podcasts followed in July 2026.^[3][1]

Before any of that means anything, one thing to know: SiriusXM is not only satellite radio. It also owns Pandora and runs the AdsWizz marketplace, and both of those sell here too, alongside its own SiriusXM Audio.

Pandora is the US streaming music service, ad supported and logged in, one of the largest in the country. SiriusXM bought it in 2019.^[9]

AdsWizz is audio ad tech. It is the plumbing hundreds of audio publishers use to sell their advertising, and it runs a marketplace where buyers can reach them: 100+ publishers across North America, EMEA and APAC.^[7] It came to SiriusXM inside Pandora, which had bought it the year before.^[8]

So SiriusXM in Amazon DSP is two unrelated things wearing one name.

Pandora inventory, sold about half by SiriusXM Audio and half by Pandora, so the deals we plan genuinely carry both.

And a package of other people's podcasts, curated by SiriusXM Media and delivered over SiriusXM's marketplace, where SiriusXM is a minority.

Both are real products. They have almost nothing to do with each other, and the one most people mean is the cheaper one.^[1]

Who should buy this

The Amazon Publisher Direct deals are the ones we plan when you ask for SiriusXM, and they suit a specific brief. Buy it if you recognise yourself here.

• You want large logged in US streaming audio reach. Pandora is one of the largest ad supported streaming services in the country, and the deals we plan reach its logged in listeners across phones, the web and the car.^[1]
• You already buy Amazon DSP. SiriusXM adds a large US audio environment to a plan you have open, with Amazon shopping audiences layered on top and no new platform to learn.
• You are buying Pandora on purpose. The deals we plan are unambiguous about what is in them, they are the cheapest SiriusXM deals we can buy, and they carry SiriusXM Audio as about half the sellers.
• You want the connected car cut. One of the deals we plan is a dedicated connected car cut, and Pandora's in car reach is an interesting audience to be able to single out.

Who should skip this

Anyone who thinks the podcast deals are the SiriusXM Podcast Network. They are a curated marketplace of other companies' podcasts, where SiriusXM is a minority of the traffic, and they are the most expensive of the three groups. You would pay more for less SiriusXM. More on that below.

Anyone who needs reach outside the US. One Canadian podcast deal aside, there is no international SiriusXM reach here to grow into.

Anyone planning against SoundCloud. SiriusXM says SoundCloud US is part of the portfolio, but every app we can see in these deals is Pandora, so we would not plan reach against it on that basis.

Who you reach in the US

SiriusXM Media puts its Amazon DSP reach at 160 million monthly digital listeners, attributing the figure to Edison Research, and describes itself as the largest audio platform to join Amazon DSP.^[3] That is the company's own framing of its own scale, and it covers the whole streaming portfolio rather than the deals we can actually buy, so treat it as directional rather than as a plan number.

What we can say from our own account is narrower and firmer. The Pandora deals reach a logged in, ad supported US streaming audience across phones, the web and the car, and the connected car reach is an interesting cut of it.^[1] Pandora's scale is real and it is the reason to buy this at all.

How real is checkable rather than a marketing line. In SiriusXM's own annual report to the SEC, Pandora had about 41 million monthly active users at the end of 2025, down 5% on the year and sliding for several years running.^[10] So plan it as a large, established US audience rather than a growing one, and read the 160 million above as the ceiling of the whole portfolio rather than these deals.

One brand name, three deal groups

Nearly every SiriusXM deal we can buy is US, audio, and a private auction priced on a floor rate; the one exception is a single Canadian podcast deal. Underneath that, the deals arrive over two exchanges, Amazon Publisher Direct and the AdsWizz marketplace, and split into three groups. The exchange does not tell you which group you are getting, though: two of the three ride AdsWizz, so only the seller behind each deal separates them, which is the whole trouble with these deals.^[1]

Each podcast deal carries the "SiriusXMMedia" name, written as one word, and its genre.^[1] This is where it gets confusing. SiriusXM Media curated the package, but the podcasts inside belong to other companies, and the name never says so. At a glance it reads as SiriusXM's own.

What is inside the SiriusXM podcast deals

These deals are a marketplace, not SiriusXM's own catalogue, so the natural question is how much of that marketplace is actually SiriusXM. We opened all of the podcast deals available in our Amazon DSP and analyzed the composition.^[2]

What it costs, and which half costs more

What we buy when you ask for SiriusXM

VICTOR.AD is built to make planning, pitching and launching Amazon DSP campaigns easy. So when you ask for SiriusXM, we plan the deals that actually carry it, and leave the Pandora Only and podcast deals off by default. We choose by what is inside a deal, not the name on it. The Amazon Publisher Direct deals we plan are sold about half by SiriusXM Audio, so they genuinely carry SiriusXM, and they are the cheapest. The Pandora Only deals are Pandora too, at the same price and the same listeners, but no SiriusXM Audio sells in them, so we leave them off for you to add with one more click if you need them.^[1]

This is not a warning that the podcast deals are bad inventory. They are not. A curated US podcast marketplace spanning nine genres, with deal level seller transparency and real names in it, is a perfectly good thing to buy. Our objection is only to buying it as SiriusXM, because then you are paying the highest floor in audio for a product you have misidentified, and you will report on it as if it were something else. If your brief says podcasts, we will plan them and call them the AdsWizz podcast marketplace, which is what they are.

There is a second reason to keep them straight. Buying through Amazon DSP adds a step to the supply path: Amazon DSP, then the AdsWizz supply side platform, then the publisher. Digiday's read at the time was that buyers who previously went direct to AdsWizz or through another DSP can now consolidate into Amazon DSP, and that whether consolidation yields savings or simply shifts leverage further toward Amazon is the open question for agencies.^[11] That question is easier to answer when you know which of the three groups you are actually consolidating.

The Pandora deals

Where it fits in your audio plan

The big US audio sellers arrived in Amazon DSP within a year of each other. SiriusXM in September 2025, Spotify in October 2025, iHeartMedia in November 2025, and podcasts followed across all three in July 2026. The practical effect is that they now sit in one workflow, and we can buy all of them from our own account.^[1] If you are working out how the streaming platforms fit together more broadly, we cover that in how to advertise on Netflix, Spotify and Roku.

Against that field, SiriusXM is the reach buy and the expensive one. Spotify brings far more deals at a far lower floor, and iHeart sits between the two.^[1] None of them replaces the others, and the gap they are all aimed at is real: SiriusXM Media's own pitch is that audio takes 21.4% of US media time and only 4.5% of ad spend,^[12] and across the market programmatic still accounts for only about three in ten digital audio ad dollars,^[13] against roughly nine in ten for display. The SiriusXM figure is self published and carries no attribution, so it is an argument rather than a measurement, but the direction of it is not seriously disputed.

If you want the wider argument about what Amazon DSP actually charges you and where the money goes, we wrote that up separately in is Amazon DSP pricing actually fair. And for the other end of the audio market, Odeeo's in game audio carries the lowest floor we can buy, which makes it an instructive contrast with the highest.

How to add it to a plan

Every one of these deals is a private auction on a floor rate, so adding them is a deal selection rather than a negotiation. The only real decision is the one this page is about: which of the three groups you meant.^[1]

In the Amazon DSP interface

Deals live in the deals inventory list. Once you create a campaign and ad group in your Amazon DSP account, open the ad group's inventory, search for SiriusXM or Pandora, and add the deals you want. That is the whole step. The catch is telling the groups apart: the SiriusXM/Pandora, Pandora Only and podcast deals all look alike on the list. The deal name and the exchange get you most of the way, per the table above, and the check that settles it sits inside the deal. Open Inventory in the left menu, search for the deal and open it, then go to the Attributes tab and read share of deal traffic. That is the column that answers who is actually selling. Do not lean on the Apps and domains card for the same answer: it looks like it carries it, and its percentages do not always add up.

If you cannot see a deals inventory list at all, you are probably buying through a subseat from your tool provider, and reading a deal this way takes inventory access. Ask them for it.

With VICTOR.AD

VICTOR.AD builds the Amazon DSP media plan end to end, exports a slide deck for client approval, and on paid tiers pushes the plan into your Amazon DSP account as a draft line item. When a plan calls for SiriusXM, it reaches for the SiriusXM/Pandora deals, so you do not have to open every deal and read its share of deal traffic to know which group you got. Free to start.