Audio is the Connection to Gen X and Baby Boomers

Advertisers are always trying to get locked in with younger audiences, chasing trends, viral moments, and the next big thing. But in the process, they leave behind one of the most influential and financially powerful audiences: adults ages 45 and up.

Despite controlling more than half of global spending, advertisers dedicate only 10% of marketing spend to this audience. 1 That’s a huge missed opportunity.

The OG trendsetters

Gen X and baby boomers shaped movements and styles that still influence culture today. And they built entire music genres—from rock and hip-hop to R&B, reggae, electronic, salsa, and so much more—while also influencing modern day audio as we know it through things like talk radio, call-in shows, podcasts, long-form storytelling, and more.

So, it's no wonder that audio is still deeply woven into their everyday lives. 

Audio powers everyday moments

SiriusXM Media reaches listeners ages 45 and up at scale. And no matter what they’re doing during their day, audio is a constant companion. Nearly half of listeners who are 45 or older turn to audio while getting ready for the day, working, and even exercising and 69% tune in while relaxing. 2 They're also more likely to listen while shopping in-store (+51%), falling asleep (+34%), and showering or bathing (+17%). 2 For advertisers, that means more than just passive consumption, it means consistent presence during real, high-intent, daily moments. 

Get to know Gen X

Gen X is entering a new life stage. Their kids are growing up and flying the coop, meaning households are shifting and routines are evolving. But one thing hasn’t changed—their connection to audio. More than half of Gen X listeners stream audio every single day, and a massive 98% of them listen weekly or more frequently. 3 Many of them are parents of adult children, creating opportunities for shared listening moments and cross-generational influence. In fact, Gen X listeners are +16% more likely to stream audio with their children. 4

And when they find something they love, they stick with it. More than 71% of Gen Xers have been listening to Pandora for six years or longer—proof that they’re incredibly loyal and that audio is a valuable place for brands to consistently reach them. Nostalgia also plays a major role in how this audience emotionally connects with content. Nearly eight in 10 Gen X listeners say they still regularly listen to the same music they grew up with while 82% say nostalgic music brings them comfort and peace of mind. 4

SiriusXM is another of Gen X’s go-to destination for audio content, with more than 11M weekly listeners across SiriusXM ad-supported channels. 5 And more than 75% of SiriusXM Gen X listeners never listen to Spotify at all, giving advertisers access to audiences that they may not reach anywhere else. 6 Even more importantly, 77% of Gen X listeners say they trust SiriusXM content (and they’re 2x more likely to trust it over social media content). 5

They’re also the original podcast fans—81% of Gen X have been listening to podcasts for six years or more. 7 And one in two of them have listened to SiriusXM Podcast Network shows this month. 8 From true crime to news to self-improvement, podcasts are a great way for brands to reach Gen X and build deeper credibility and interest with listeners who say podcasts are more tailored to their specific interests (74%). 7

Check out Gen X’s top indexing podcast genres: 7

• True crime

• History

• Fiction & drama

• Self-improvement

Say hello to baby boomers

With quieter households and fewer distractions at home, audio is personal experience for baby boomers. Almost all baby boomers no longer have children living at home with them (92%) and the majority live in a household of two people or fewer. 9 This has made their listening habits even stronger, with 57% listening to streaming audio every day and 92% listening to streaming audio weekly or more frequently. Many have built years-long relationships with Pandora, with 66% listening for six years or longer. 3

For advertisers, audio is where consistency turns into trust. More than 9M baby boomers listen weekly across SiriusXM ad-supported channels, 10 and over 50% of listeners stay tuned for 20 minutes or longer without changing the station. 11 Even more compelling—69% of baby boomer listeners say they trust SiriusXM content, and they’re 2x more likely to trust SiriusXM content over social media. In a time when consumers are more skeptical than ever, trusted environments matter to them and to brands. 

And, you guessed it, baby boomers love podcasts, too. They’re deeply engaged, with 67% of them listening to podcasts for six years or more. 4 And 70% of them say podcasts help them stay up to date on news and current events. 12 News is an important genre for them, with listeners saying podcasts are 2x better at keeping them up to date with the current happenings compared to TV. 12 And one in three listened to NBCUniversal podcasts this month, 13 a major pillar of the SiriusXM Podcast Network and a great place to reach them across many different shows. 

But it’s not just news podcasts that keep baby boomers hooked, they also love society & culture podcasts. For example, when a tech advertiser targeted listeners 55+ on the Where Every Knows Your Name podcast, the brand saw double-digit, cross-funnel lifts. Proof that brands can reach loyal baby boomer listeners and turn them into loyal customers.

And speaking of reaching them, these are the top indexing podcast genres for baby boomers: 7

• Politics

• Arts

• Music

• Food/cooking

• News

Build trust with loyal audiences across SiriusXM Media

Gen X and baby boomers aren’t niche audiences. They’re highly engaged consumers with major purchasing power, established routines, and deep loyalty to the platforms and content they love. For advertisers looking to build trust, drive recall, and create lasting connections, audio offers a uniquely powerful environment to do it. 

With 255M listeners across SiriusXM Media platforms, 14 brands can connect with audiences at scale while reaching each generation in a way that feels personal, genuine, and culturally relevant.

Every generation listens differently, but brands can reach them exactly where they are with SiriusXM Media. Let’s talk. 

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