Men Are Harder to Reach—Audio Changes That

Reaching men isn’t the challenge, earning their attention is. As media becomes more fragmented and digital fatigue grows, men are becoming increasingly selective about where they spend their time. Audio has become one of the few media environments they actually choose, turning to trusted voices, passion-driven content, and daily listening habits that fit naturally into their lives. For advertisers, that creates an opportunity to connect with men in moments they’re genuinely tuned in—building awareness, trust, and action when it matters most. 

Keeping up with the modern man

Today’s men aren’t consuming less media, they’re navigating more of it than ever. On average, men spend 13 hours a day on dozens of different activities, devices, and platforms following everything from sports and gaming to comedy, music, and news. 1 

But having more choices hasn’t necessarily made the experience better. As streaming services multiply and content becomes increasingly fragmented, keeping up with the things they love can feel overwhelming. In fact, three in four male sports fans think they need too many TV networks and streaming services to access all the sports they care about. 2 At the same time, time spent with linear TV continues to decline, with men spending only three hours and 23 minutes with linear TV, dropping -2.9% each year over the last four years which is -7 minutes less than women. 3 

Beyond TV, the same fatigue reaches across other forms of media. Nearly 41% of men say that a constant flow of online information could push them to take a break from their devices and social media, while 33% want to reduce how much of their personal information is being tracked and 28% simply want to see fewer ads. 4

For advertisers trying to break through, traditional interruption is becoming less effective. Reaching men isn’t about showing up on more screens, it’s about grabbing their attention in environments they’re actively choosing. That makes trusted, passion-driven media like digital audio more valuable than ever. 

Men spend time with digital audio

Unlike other forms of media, digital audio isn’t fighting for attention. It’s actually a part of their everyday routines, like the one in three men who say they couldn’t get through the day without music. 5 Audio fits naturally into their daily lives that visual media can’t. They spend four hours a day with digital audio, and 81% of men listen to online audio monthly compared to 77% of women. 6 And podcasts are a part of the equation as well, with 57% of men listening monthly. 

The best part about digital audio is listeners can take it anywhere, meaning advertisers can reach them no matter where they are or what they’re doing. And men are plugged in for most of their daily activities, like the one in two men who listen while exercising or cooking or the two in five who listen while commuting or running errands. 7 

Digital audio isn’t an interruption in men’s lives, it fits in perfectly. Plus, it creates high attention touchpoints throughout the day for brands to stay connected. 

Don’t target men, target their passions

Targeting male audiences should be more nuanced than “men ages 25-35.” Men are sports fans, gamers, car enthusiasts, music lovers, and much more. Here are six engagement drivers to consider when crafting male-focused campaigns:

• Competition. Think sports—79% of men are sports fans and 64% consume sports audio, making everything from live play-by-plays to sports podcasts a powerful way to reach highly engaged listeners. 1

• Accumulation. Think wealth and investing—whether they’re investing for retirement or following the latest market trends, 45% of men enjoy learning about financial products and one in three male podcast listeners tune into finance content. 8

• Performance. Think auto and fitness—automotive enthusiasm and fitness continue to play a major role in men's identities, with 74% saying they're more active than others their age. 8

• Innovation. Think tech and gaming—these two things are deeply embedded in everyday life, with 62% of men identifying as gamers and AI users among the most active podcast listeners. 9

• Humor. Think comedy content—comedy creates connection, and 83% of men them consider themselves funny. 8

• Culture. Think music and news—music, entertainment, and pop culture remain daily habits, with 77% of men saying music is an important part of their lives and one in two podcast listeners regularly consuming pop culture content. 8

The most effective campaigns don’t just target men, they show up alongside content that defines who they are. Sport talk, curated music playlists, finance podcasts, gaming discussion, and host-lead conversations are high-attention environments where listeners lean in. For advertisers, context matters, and passion creates the opportunity to connect when audiences are genuinely engaged.

Trusted voices matter 

Attention may get brands noticed, but trust is what drives action. That’s where audio stands apart. Unlike many forms of media, listeners build long-term relationships with hosts, personalities, and creators they choose to spend time with. These voices become trusted companions, making recommendations feel more like conversations than ads. That trust extends across SiriusXM Media—80% of male SiriusXM listeners say they trust SiriusXM content, making them 50% more likely to trust it than broadcast, cable, or streaming. 10 

Whether they’re listening to Stavvy’s World, Views with David Dobrik, In Your Dreams with Owen Thiele, The Deep 3, or The Sebastian Moniscalco Show, men return because they trust the voices behind the mic. For brands, that means host relationships become brand relationships. Consumers are trusting people more than platforms, and SiriusXM Media is home to many personalities they already know and believe in.  

Audio moves men down the funnel

Reaching men is only part of the equation. The real value of reaching them through audio is what happens after they hear your ads. Because audio is built on trusted relationships and high attention moments, it creates attention and action. More than half (57%) of men take action after hearing a streaming audio ad, while one in three discover a new product or service they hadn’t heard of before. 11 Podcast advertising drives even stronger engagement with 69% of male podcast listeners saying they discovered a new product through an ad, 12 73% researched a product they heard advertised, 12 and one in three say they trust brands that repeatedly sponsor their favorite podcasts. 13

Those actions translate to measurable business outcomes. In one SiriusXM Media campaign for a men’s pharmaceutical advertiser, audio drove a +42 point lift in brand awareness, a +36 point increase in favorability, a +37 point increase in intent to discuss the brand with their doctor, and a +23 point increase in intent to visit the brands website. 14 Audio isn’t just another awareness channel, it’s a trusted environment that moves men from discovery to consideration, purchase, and long-term brand loyalty.

Reach men with SiriusXM Media

Reaching men means setting up your ad campaigns for more than just a broad demographic. It means showing up in the content they actively choose every day. SiriusXM Media reaches 129M men across our audio ecosystem, representing 92% of US men age 13+. 15 With 85% addressable reach and +99% more male audience reach than Spotify, 15 advertisers can connect with listeners across streaming, audio, podcasts, satellite, video, and more—all within one ecosystem. 

From live sports and business news to comedy, music, technology, and podcasts, SiriusXM Media helps brands reach men through passion, personalities, and moments that matter most. Ready to build a stronger connection with the male audience? Let’s talk.

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