Feelcore: Why Emotionally Driven Content Delivers Connections

Almost everywhere we turn today, we’re exposed to something that’s designed to make us feel. Whether it’s a controversial news headline, an advertisement that elicits a double take, or a new trend on TikTok, we’re prompted to laugh, cry, or brood—or maybe a mix of all three (and sometimes all in the same day). These emotions exist on a spectrum, from opposite ends to the middle. This current state is what we call Feelcore, one of the trends in the SiriusXM Media Culture Index. 

In a fragmented, high-stress world, audiences turn to intense, emotionally charged content that offers dopamine or an adrenaline rush as a rehearsal or replacement for real life. Are you in the camp of letting it all out in a rage room with a hard rock playlist? Or cozying up at home with a romantasy book and heartbreak music? Or do you fall somewhere in the middle? Throughout it all, no matter the real-time mood or feeling, audio satisfies listeners’ content cravings. 

Explore how your audience already feels seen by Feelcore—and how to meet them there.

The authenticity gap is fueling Feelcore

Thanks to the always-on culture we’re living in, authenticity can be hard to come by. Only our best photos showing our highlight reels. Self-surveillance and emotional self-policing have a firm grip on consumers. And even as users attempt to be more upfront online and share their vulnerabilities, the fact that this moment is recorded at all can make us doubt its validity. Take the ever-growing trend called Crytok, for example—a front-facing video of one’s cry sesh—creating these posts takes time and effort that can call authenticity into question.

At our core, we’re seeking out connection, and this prevalent inauthenticity comes at a steep cost. With Feelcore, high-intensity, emotionally charged storytelling delivers what audiences actively crave: feeling. And audio delivers on all fronts. 

Adrenaline: Thrill-seeking content is having a moment

On one end of the Feelcore spectrum is adrenaline. This side appeals to the 52% of listeners who use emotionally intense content as a way to process how they’re feeling. 1 Whether it’s listening to a true crime show like Rotten Mango or Morbid or turning on a rush-inducing heavy metal playlist, these listeners seek out a thrill. 

Mystery and true crime shows let listeners feel the rush without compromising on their mental safety. And there’s one demographic where this content is a heavy favorite. We discovered a +90% increase in immersive mystery podcast downloads among Gen Z women YoY. 2 The puzzling nature of these mysteries becomes easier to understand with the hosts’ guidance and storytelling. When you partner with the SiriusXM Podcast Network, you can reach these thrill-chasing listeners with podcasts like The MrBallen Podcast, Dateline NBC, Moral of the Story, and much more. 

And when these listeners aren’t in the mood for a podcast, they seek out music like ruschcore and verse defiance. In fact, we found a 23% increase in hours listened to underground hip hop in 2025 and a +14% increase in rushcore music station adds among those 55 and up on Pandora YoY. 2 To find listeners in this headspace, sponsor Pandora stations like Heavy Metal, Hair Bands, VIP Rap, and New Hip Hop. Aligning with this high-energy music signals momentum and intensity, which can make it an opportune time to insert short, cinematic brand stories. 

Calm: When audiences turn toward comfort

On the opposite end of the Feelcore spectrum is calm. These are the listeners who turn on love songs for dopamine or gossip interviews to feel close to hosts. This stance is highly popular among our study respondents, with 73% of listeners seeking out content or experiences that are grounding and calming. 1

Music on this side of the spectrum is defined by dopacore and melancholy. We found a +54% increase in spins of dopacore stations by Black listeners 18-24. 2 Dopacore is known as love songs and euphoric pop that give listeners a safe emotional high. This music simulates connection, infatuation, and possibility without risk. When real life feels uncertain, dopacore genres give audiences the freedom to feel all the feels and validate their emotions. Listeners are finding these songs on Pandora stations like Afterglow: Feel Good Hits, Pop Love Songs, and You Up? Sexy.

Meanwhile, we also discovered that Hispanic listeners are 48% more likely to listen to “Rainy day” mood stations. 2 Melancholy music provides containment for grief, heartbreak, or ambiguity, creating safe spaces for listeners to experience the spectrum of these difficult emotions in their preferred environments. To reach them in this mood, sponsor Pandora stations like Sad, Heartbreak, and Stormy Day R&B/Soul. Creating this music adjacency reinforces ease and validates their emotions. 

And when music isn’t the vibe of the moment, listeners looking for calm seek out confessional podcasts. We found a +93% increase in emotional confessional podcast downloads YoY. 2 Vulnerability and candor are the preferred approaches with confessional podcasts. Listeners gravitate toward these shows because they bring them closer to the hosts and their guests, making them feel like they’re part of the conversations. Whether it’s listening to a juicy interview on Call Her Daddy about sobriety and relationships or Vibe Check for an empowering conversation about finding your voice, listeners see themselves in these conversations and seek to apply the takeaways to their own lives. And when you tap solutions like host reads on comfort shows, you’re creating a long-term relationship with listeners that builds familiarity. 

The TL;DR for brands 

Feeling is the new filter, and consumers crave emotional connection. Brands that show up in the right moments earn trust, relevance, and repeat listening.

Follow this formula for success to win Feelcore listeners over: 

• Plan for emotion: Use emotional clustering instead of isolated ad placements. This could be leveraging sequential audio to tell a story (and build listener investment) over time. 

• Flex creative: Develop multiple tones for the same campaign to match listener mindsets and minimize ad fatigue. Take advantage of solutions like contextual targeting to match listeners’ real-time moods and activities. 

• Measure what matters: Optimize your messaging for trust, affinity, and repeat exposure. 

Activate Feelcore with SiriusXM Media 

Today's audiences aren't just consuming content—they're using it to navigate how they feel. Whether they're chasing adrenaline through immersive mysteries and high-energy music or seeking comfort through confessional podcasts and mood-driven playlists, listeners are actively turning to audio to process emotions, find connection, and feel understood.

When brands show up alongside the content people trust to make sense of their feelings and mood, they can build stronger affinity, deeper engagement, and lasting connections.

Ready to tap into the Feelcore? Explore the SiriusXM Media Culture Index, and discover how emotional listening behaviors can help shape your next campaign. Let’s chat. 

Explore the SiriusXM Media Culture Index