Beyond the Screen: Podcasts Offer a New Horizon for Entertainment Advertisers

In the rapidly evolving digital media landscape, entertainment advertisers are faced with capturing the attention of increasingly fragmented audiences. While still relevant, traditional advertising channels are often saturated and less effective at reaching unique and diverse audiences. Luckily, podcasts offer both a promising solution to this dilemma and distinct advantages. Their blend of intimacy, authenticity, engagement, and targeted reach provides a competitive edge over traditional media, making podcasts the ideal platform for entertainment advertisers.  

According to a recent SiriusXM Media Soundboard entertainment study, 96% of podcast listeners are subscribers of any streaming video or TV service, and on average, subscribe to 5.1 streaming video services. In addition, one in four podcast listeners typically see a movie in theaters every two to three months or more often, and one in two stream movies at home weekly or more. So, how can entertainment advertisers harness the power of podcasts to generate success? Let’s take a look.

Targeted Reach and Niche Audiences

Podcasts are inherently niche, catering to specific interests and demographics. Through precise audience targeting, entertainment advertisers can reach audiences that are already predisposed to their content. For example, a comedy podcast will attract listeners who are likely fans of the genre, providing a ready-made audience for a new comedy movie release.

From genre category (true crime, business, etc.) to behaviors (history buff, gamer, etc.) and more, podcasts' robust targeting capabilities are hard to beat. In fact, 64% of podcast listeners say “Ads on my favorite podcasts are relevant to me.” Traditional media channels, in comparison, often cast a wide net but miss the mark with key audiences. Whether you’re looking to drive foot traffic, acquire new subscribers, or drive tune-in, podcasts make it easy to connect with the right audience segments and maximize the impact of your advertising efforts.

Highly Engaged Audiences

Podcast listeners are known for being passionate, engaged, and loyal—so much so that 91% of podcast listeners say they listen to podcasts from start to finish. The intimate nature of the medium allows listeners to form strong connections with the hosts and their authentic demeanors, making them more likely to trust their recommendations and value their opinions. Naturally, 82% of podcast listeners say they feel close to the hosts/narrators in the podcasts they listen to, and eight in 10 say podcasts are part of their daily routine.

This level of engagement and assurance is unparalleled in traditional media channels, where audiences are often passive and less invested. When a trusted podcast host presents an advertisement, it resembles a recommendation from a friend rather than a forced sales pitch. As a result, the audience is influenced to take action, generating strong lower-funnel success. 

Additionally, 61% of SiriusXM Podcast Network listeners say that recommendations from others are a deciding factor for watching a TV show or original content from streaming video services, while one in three say reviews/ratings are a deciding factor. And as more than one in three listeners intend to subscribe to a streaming video service in the near future, there is a clear opportunity for entertainment advertisers to partner with podcast hosts to feature their products or services and tap into a highly leaned-in audience.

Receptive Listeners, Effective Ad Formats

Because hosts often speak directly to listeners in a conversational tone, podcasts generate a sense of personal connection and trust that traditional media channels simply can’t match. Therefore, it shouldn't come as a surprise that 77% of podcast listeners say they find podcasts more engaging than TV.  

The inherent effectiveness of podcast advertising is only further enhanced with host-read ads. Since the host delivers the ad in their own voice and tone, they often come across as personal endorsements, rather than traditional advertisements. So naturally, 65% of podcast listeners say they trust podcast advertising more than they trust ads on other media, and 68% say they’re interested in hearing podcast hosts recommend brands or products. This type of native advertising blends seamlessly within the content, keeping listeners engaged and boosting the ad’s credibility.

From Brand Building to Brand Authenticity

Authenticity is a currency of immense value in today’s media landscape. Consumers are increasingly skeptical of overt advertising and are drawn to brands that demonstrate genuine engagement and transparency—and podcasts are the medium that truly resonates with the evolving expectations of today’s audiences. In fact, one in four podcast listeners say they had a more favorable opinion about the advertiser after hearing an ad on a podcast, and two in three listeners said that in general, they have a more favorable opinion of companies that advertise on podcasts. In short, just incorporating podcasts into your marketing strategy can have a significant impact on your brand’s credibility and perception. If you’re looking to promote a new TV show, movie, or streaming service, lean into podcast hosts to help inform your most valuable in-market audiences. 

Success Speaks Volumes: Podcasts Drive Real Advertising Results

A SiriusXM Podcast Network campaign featuring show-level ads on a true crime podcast drove significant lifts for an entertainment advertiser. The campaign leveraged genre alignment to reach an engaged audience of leaned-in true crime fans through contextually relevant themes, content, and subject matter. Through host-read ads, the campaign established an authentic audience connection using memorable true crime-themed creative messaging to drive positive brand perception and interest for the entertainment advertiser.

• +10pts lift in brand favorability

• +8pts lift in familiarity

Another SiriusXM Media cross-platform campaign drove lifts for an entertainment advertiser among non-subscribers. The campaign leveraged placements across Pandora and SoundCloud, as well as show-level placements on a true crime podcast. The campaign combined streaming’s premium targeting capabilities with the scale of podcasts to extend reach among engaged listeners. Through a dynamic mix of cross-platform ad products and credible host-read ads, the campaign successfully amplified brand messaging and influenced intent through themes that were contextually relevant to the brand’s messaging.

• +14pts in brand favorability among non-subscribers

• +13pts in intent among non-subscribers

• +5pts in message association among non-subscribers

Hear the Difference: A Sound Investment for Entertainment Advertisers

Podcasts are ideal for advertisers seeking to elevate their brand presence and create meaningful connections with their target audiences. By leveraging the distinctive advantages of podcasts, entertainment advertisers can effectively navigate the complexities of today’s fragmented media landscape and achieve substantial ROI through deeper connections that traditional media often misses. If you’re looking to amplify your brand voice and convert listeners into loyal customers, let’s talk.