Bauer Media Expands audioXi With Major Podcast Partnerships in 2026

Bauer Media UK has announced a major expansion of its digital audio advertising platform, audioXi, through new high-impact podcast partnerships that significantly extend its market reach, inventory scale, and advertiser targeting capabilities.

With strategic deals signed with AdsWizz Inc. and the Sport Social Podcast Network, Bauer Media strengthens its footprint in the fast-growing podcast advertising ecosystem, reinforcing audioXi’s position as a powerful cross-platform digital audio marketplace in the UK and Europe.

The move expands audioXi’s access to over 10 million podcast listeners per month, while increasing its portfolio to nearly 4,000 podcasts across major genres, including entertainment, business, technology, lifestyle, and sports.

Bauer Media audioXi podcast advertising partnerships expansion 2026

Table of Contents

Bauer Media’s Growing Power in Podcast Advertising

Podcast advertising has emerged as one of the fastest-growing segments in digital media, driven by rising listener engagement, long-form content consumption, and strong advertiser ROI. Bauer Media’s latest expansion signals its ambition to become a dominant force in audio ad sales, data-driven targeting, and premium brand-safe podcast monetization.

By strengthening audioXi’s podcast partnerships, Bauer aims to:

These developments align with the broader industry trend toward addressable audio advertising, where brands can personalize messaging based on listener demographics, behavior, and contextual relevance.

audioXi Secures Exclusive UK Sales Rights for SiriusXM Podcast Network

One of the most significant aspects of Bauer Media’s announcement is its expanded relationship with AdsWizz Inc., a global leader in audio advertising technology.

Under the new agreement, audioXi becomes the exclusive UK sales representative for advertising across the SiriusXM Podcast Network, the largest podcast network in the United States.

Coverage Expands Across Multiple Countries

In addition to the UK, the partnership also extends across:

This gives audioXi advertisers cross-border access to international podcast audiences, unlocking new opportunities for brands seeking global reach with localized targeting.

Leveraging AdsWizz’s Advanced Audio Advertising Technology

Through the partnership, audioXi will integrate AdsWizz’s advanced ad-tech platform, which provides sophisticated tools for:

By combining Bauer’s strong publisher relationships with AdsWizz’s cutting-edge technology, audioXi aims to deliver high-performance, data-rich podcast advertising solutions to agencies and brands.

This technology allows advertisers to:

SiriusXM Podcast Network: The Largest Podcast Network in the US

The SiriusXM Podcast Network represents one of the most expansive podcast portfolios in North America, featuring high-profile creators, celebrities, media brands, and premium content verticals.

By adding SiriusXM inventory to audioXi’s marketplace, Bauer Media gains access to:

This strengthens audioXi’s ability to offer top-tier podcast environments that appeal to major advertisers looking for credibility, trust, and scale.

Sport Social Podcast Network Partnership Expands Sports Coverage

In a separate but equally strategic deal, Bauer Media has deepened its relationship with the Sport Social Podcast Network, significantly expanding audioXi’s sports-focused audio inventory.

This partnership enhances access to highly engaged sports fans, offering advertisers targeted entry into some of the most passionate listener communities.

Sports Genres Now Included in audioXi’s Portfolio

The Sport Social partnership brings coverage across:

This gives brands the ability to align campaigns with major sporting events, seasonal tournaments, and fan-driven communities.

Capitalizing on Growing Demand for Sports Podcast Advertising

Sports podcasts continue to attract highly loyal, repeat listeners, making them one of the most valuable segments for advertisers.

With upcoming global sporting events—including international football tournaments and major championships—brands are increasingly seeking:

By integrating Sport Social podcasts, audioXi strengthens its offering for:

Bauer Media Says New Deals Increase Depth, Scale, and Data Power

Bauer Media reports that the combined partnerships will increase audioXi’s total network to more than 12 million monthly podcast downloads in the UK alone.

This expansion enables advertisers to run:

With a larger dataset and broader inventory pool, Bauer says audioXi can now offer deeper consumer insights, improved campaign optimization, and enhanced advertiser ROI.

audioXi’s Position Within Bauer Media’s Wider Audio Ecosystem

The new partnerships complement Bauer Media’s existing portfolio, including:

🎧 Rayo Original Podcasts

Bauer’s own in-house podcast productions, spanning entertainment, celebrity interviews, lifestyle, and news.

📻 Bauer’s Radio Brands

Including major UK stations such as:

📰 Publishing and Digital Media Brands

Giving audioXi advertisers cross-platform reach across print, digital, social, and audio channels.

This integration allows brands to deploy holistic, multi-channel campaigns, maximizing audience exposure and campaign effectiveness.

Industry Context: Podcast Advertising Continues Rapid Growth

Podcast advertising revenue continues to rise globally as more listeners adopt on-demand audio consumption.

Key industry trends driving growth include:

With podcasts offering high engagement and trust, advertisers increasingly see audio as a premium storytelling medium.

Quotes From Bauer Media Leadership

Charlie Brookes, Director of Digital, Bauer Media Audio UK, said:

“These partnerships mark an exciting step forward for audioXi.
We are deliberate in choosing partners that reflect our commitment to high-quality, brand-safe content, and both the SiriusXM Podcast Network and the Sport Social Podcast Network deliver exactly that.”

Brookes emphasized that Bauer’s priority remains on premium inventory, listener trust, and advertiser confidence, ensuring that brands are placed within safe and impactful content environments.

AdsWizz Highlights Expansion of UK Market Opportunities

Paul Brown, VP, European Business and Operations, AdsWizz, added:

“We’re excited to expand our relationship with audioXi, giving advertisers across the UK access to the SiriusXM Podcast Network.”

The expanded collaboration highlights AdsWizz’s strategy to strengthen its European footprint, while empowering Bauer Media to serve advertisers with global podcast inventory.

Sport Social Sees Rising Demand for Sports Audio Content

Sophie Hind, Managing Director of Sport Social, said:

“Market demand for sport content and access to fans continues to grow, particularly around major sporting events like the World Cup this summer.”

She added that brands looking to reach large-scale sports audiences will benefit from audioXi’s cross-platform audio marketplace, noting strong alignment between the two companies’ approaches.

Why This Matters for Advertisers

The audioXi expansion delivers several advantages for advertisers:

✅ Larger Reach

Access to millions of monthly podcast listeners across the UK and Europe.

✅ Better Targeting

Improved data segmentation using listener behavior, interests, and demographics.

✅ Premium Brand Safety

Inventory from trusted, high-quality podcast networks.

✅ Cross-Platform Integration

Ability to combine radio, podcasts, streaming, and digital campaigns.

✅ Higher Engagement

Podcast listeners are more likely to remember ads and act on brand messaging.

Why This Matters for Podcast Creators

For podcast publishers and creators, Bauer’s expansion means:

It also signals growing mainstream investment in podcast content, benefiting the wider creator economy.

Competitive Landscape: Bauer vs Other Podcast Ad Networks

Bauer Media’s expansion places it in closer competition with:

By combining technology, content partnerships, and cross-platform reach, Bauer positions audioXi as a strong alternative to global podcast monetization giants.

The Future of audioXi: What Comes Next?

Industry analysts expect Bauer Media to continue:

As podcast listening continues to rise, audioXi could become a central hub for premium audio advertising in Europe.

Key Takeaways at a Glance

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