Could This Company Berkshire Owns a 37% Stake in Become the Google of Audio Advertising?

Sitting softly successful Berkshire Hathaway's portfolio is SiriusXM Holdings (NASDAQ: SIRI), which lone accounts for 1.1% of the conglomerate's full portfolio. Looking a small much closely, however, shows that portion its involvement is tiny arsenic a percent successful the portfolio, Berkshire inactive owns a immense chunk of the institution itself: 37%.

The banal terms has been connected a bully tally successful 2026, climbing astir 50% arsenic of this writing. But going backmost a small further, it's besides mislaid 50% implicit the past 5 years. It's dealing with subscriber slowdown and accrued competition, which volition proceed to beryllium hard to navigate.

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That said, SiriusXM announced a woody with Alphabet that was casual to place but could beryllium a meaningful semipermanent operator of gross maturation for the outer vigor company.

The SiriusXM and Alphabet audio woody

SiriusXM announced a concern with YouTube (owned by Alphabet) successful April, making it the exclusive advertizing typical of YouTube's U.S. audio advertizing inventory. In summation to its video content, YouTube offers podcasts, speech shows, and euphony channels, which are each ripe for advertizing opportunities. The advertisement process volition beryllium handled by SiriusXM Media and the level AdsWizz, which SiriusXM owns.

Through the deal, which is expected to footwear disconnected successful the fall, SiriusXM tin make gross by handling the advertisement process. But it could besides beryllium a cross-selling boost for the company, arsenic advertisers whitethorn privation to tally ads connected SiriusXM-run stations successful summation to YouTube to summation an advertisement campaign's exposure.

Reaching imaginable customers successful audio format

Despite each the interest astir however artificial quality is changing the hunt motor landscape, Alphabet is inactive generating hundreds of billions of dollars successful advertisement revenue. That's due to the fact that successful presumption of reach, advertisers inactive cognize Alphabet's hunt engine, Google, is simply a premier destination for looking thing up online.

SiriusXM tin run successful a akin capableness for advertisers. Instead of connecting advertisers to hunt motor users, SiriusXM connects advertisers with listeners done its extended scope successful the audio amusement space. But that's much of an operational examination than an illustration of what's imaginable successful presumption of revenue. In 2025, Alphabet generated $294.6 cardinal successful conscionable advertisement revenue, portion SiriusXM's 2025 full-year gross totaled $8.5 billion. SiriusXM volition ne'er haul successful anyplace adjacent what Alphabet makes successful advertising.