Marketing to Millennials with Digital Audio: A How-To

Millennials are the largest demographic in the US—defined as high-achieving, early technology adopters who fear missing out on new trends. They’ve witnessed massive digital and socio-economic shifts in their lifetime, shaping how they interact with the world around them and the brands within it. 

As they juggle career advancement, family responsibilities, and economic uncertainties, millennials are increasingly turning to audio as their companion for daily life. Audio has become integral to how this generation processes information, finds entertainment, and prioritizes their wellness. For brands and marketers alike, targeting millennials presents an opportunity to connect with a highly engaged audience through strategic digital audio campaigns. 

Explore who millennials are, why they turn to audio, and how you can effectively use music and podcasts to connect with this powerful consumer group.

What Is Millennial Marketing?

Millennial marketing focuses on strategies tailored to individuals born between 1981 and 1996, who are currently 29 to 44 years old. This generation came of age during the internet boom, making them digital natives and tech-savvy. Not wanting to miss out on new trends, they integrate technology into nearly every aspect of their lives.

This audience can be characterized in a number of ways.

Early Tech Adopters

Millennials are one of the leaders of technology adoption in the US. With this generation owning an average of almost seven digital devices per person, they're always connected and ready to explore new platforms and experiences.

Audio Intensives

Music and podcasts play central roles in millennials' daily routines. Two in five of them say they couldn't get through a day without music, while 61% never miss an episode of their favorite podcast—highlighting audio's essential role in their lives and the opportunity to get in their ears.

Social Listeners

A desire for community and connection drives millennial audio consumption. Nearly half (49%) say podcasts connect them to communities of like-minded people, while 85% regularly co-listen with others. Whether millennials are connecting with others who share niche interests or bonding with loved ones over their favorite content, audio has a unique way of bringing people together—creating an even bigger platform for your brand message.

Self-Care Mavens

Being a part of an ultra-connected world can take a toll, and wellness is an especially important value to millennials. Over eight in 10 of them prioritize managing their mental health and 79% value managing their physical health. And they’re actively using audio content to boost their well-being. In fact, two in five millennials consider podcasts important for their mental health, while 46% say listening to audio content helps them reduce their screen time.

Why Is Millennial Marketing Important?

Understanding your target audience has never been more critical, and investing in millennials presents unique opportunities for brands. To reach them effectively means understanding their daily stressors—which significantly influence this generation's media consumption habits, relationships with brands, and consumer power.

Millennials are “concerned a lot” about:

• 66% the economy

• 49% access to mental health resources

• 47% political division in the country 

These daily concerns drive them toward audio content as both a form of relief and source of information, creating a direct path for brands to reach millennials during their most engaged moments. With these insights in mind, brands can customize their messaging—from delivering a relatable script about the economy to offering an escape from the news cycle. 

How to Market to Millennials with Audio

Whether they’re streaming music or bingeing podcasts, millennials are avid digital audio consumers. Here’s how you can leverage different channels to reach them.

Streaming Audio

Streaming audio platforms like Pandora offer direct access to engaged millennial listeners. We have 13.5M active millennials users on Pandora, and they spend an average of 33 hours listening each month—that means consistent exposure opportunities for brands.

Millennials have diverse musical tastes. Reach them through their most-listened-to stations and genres on Pandora, including:

• Children's music 

• Showtunes

• Southern rap 

• Rap

• House music

Podcasts

Podcast advertising is one of the most effective ways to reach millennials authentically. This generation gravitates toward comedy, music, and true crime genres, with their favorite shows on the SiriusXM Podcast Network including:

• The Fantasy Footballers

• Andy Cohen's Daddy Diaries

• Conan O'Brien Needs a Friend

The effectiveness of podcast advertising can’t be understated. In fact, nine in 10 listeners take action after hearing a product or service advertised on a podcast while listeners value the flexibility and diverse range of topics that podcasts offer compared to other media. This ad receptivity stems from the intimate nature of podcast consumption and the trust listeners place in their favorite hosts.

Influencer Marketing

Podcasters have emerged as the new influencers for millennial consumers. Podcast hosts develop deep relationships with their audiences through short- and long-form content, regular engagement, and multiple channels worth of content.

Omnichannel consumption patterns mean millennials discover and engage with content across various platforms, from podcasts, to Instagram, to YouTube. This behavior creates opportunities for brands to develop comprehensive, integrated campaigns that follow listeners across their preferred channels. In an omnichannel strategy, audio delivers 3.4x greater connection, 1.9x greater immersion, and 2.9x lesser cognitive load, according to The Trade Desk’s Omnichannel Report. 

Experiential Marketing

Live events remain crucial for millennial engagement, as this generation values authentic, IRL experiences. Brands can partner with us to create memorable connections through brand integrations or custom activations that bridge digital and physical spaces. Take a look at the event magic we’ve made with El Pulso, Music Row Happy Hour, HBCU Homecoming, and more.

How Does Marketing to Millennials Differ from Other Generations?

Millennials have their unique differences from Gen Zers and Gen X. With many millennials juggling careers, parenthood, and home ownership, brands should tailor their messaging by incorporating this generation’s current life stages and milestones. And remember, this generation’s position as tech-savvy consumers creates distinct media consumption habits and brand expectations. 

When it comes to smartphone ownership, 94% of millennials own one compared to 90% of Gen Zers—showcasing their desire to be plugged in. Additionally, 76% of millennials listen to a range of genres and artists, compared to 70% of Gen Z. Treat millennials as the multi-faceted generation that they are and create campaigns as diverse as their music tastes. 

Reach Millennials Effectively with SiriusXM Media

Marketing to millennials requires a nuanced understanding of their lifestyle and media habits. They are a generation of digital natives who have made audio an indispensable part of their lives. Whether you're reaching them through streaming audio, their favorite podcasts, or live events, audio is the most effective way to capture their attention and earn their trust. We have the platforms, talent, and solutions to help you connect with this influential audience. 

Ready to amplify your millennial marketing impact? Let's talk.

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