As Parents Plug Into Audio, Here’s How Brands Can Reach Them

Whether it’s passing down family heritage, creating a safe space for connection, or offering parenting wisdom, music and podcasts transform family life—making the journey richer and more meaningful. When you add audio to your media mix and prioritize parents in your next campaign, you’re not just reaching parents but the children in their multi-generational households. In a nutshell, this means plenty of listening time and purchasing power on the other side of the speakers and headphones. And with 11M parents on SiriusXM and 66M parents on the SiriusXM Streaming Network, we have the content parents are queuing up. 

As Family Time Evolves, Audio is a Constant 

Audio is more than just entertainment—it’s a powerful bonding and learning tool for families. In fact, 82% of parents co-listen to music with their children. Beyond bonding, audio supports childhood development by providing a healthy alternative to screen time. Educational podcasts and culturally rich music not only entertain but stimulate creativity and learning in young minds. According to DISQO, two in three parents say audio content nurtures their children’s creativity and imagination, while 56% of parents say audio enhances their children’s language and communication skills.

As household needs change, children get older, and leisure time evolves, audio is there with new and different content to enrich everyday moments. By prioritizing parents as an audience, you’re getting a demographic that’s invested in their children’s development, full stop. 

Podcasts Are an Extra Pair of Hands 

Raising children requires a strong support network, and for many families, that includes a mix of personal connections and helpful resources. While it’s traditional to turn to friends or extended family for advice and help, audio is an extra pair of helping hands (especially when in-person support isn’t available). Podcasts, in particular, have become a go-to source and safe space for expert advice and authentic discussions on the ups and downs of parenthood. According to Podsurvey, 43% of parents say podcast hosts offer a sense of deep connection that traditional media personalities lack.  

Now, you’re probably wondering which podcasts parents are tuning into. Hint: They can all be found on the SiriusXM Podcast Network, where two in five listeners are parents. Here are a few examples of shows that resonate with them.

Savvy Psychologist 

Savvy Psychologist, hosted by Dr. Monica Johnson, offers practical, evidence-based advice on parenting, from emotional regulation to building confidence in kids. Dr. Johnson takes complex psychology and breaks it down into entertaining, relatable insights that parents can easily apply to their everyday lives. 

By aligning with family-friendly podcasts, brands can foster genuine connections by engaging with parents in moments when they seek reassurance and understanding.  

The Mel Robbins Show 

The Mel Robbins Show is one of the many podcasts that are for parents by parents. Hosted by New York Times bestselling author Mel Robbins, the show features her expertise in motivation and emotional intelligence and how they apply to the parenting journey. Known for turning everyday moments into teachable experiences, Robbins shares strategies for becoming a more emotionally available and resilient parent. 

When brands invest in podcasts that parents love, they get rewarded with parents’ purchasing power. In fact, one in three listeners who are parents say they purchase products from ads on their favorite podcast to support the host.

Connect With Multicultural Parents on Pandora

When targeting parents through audio, don’t forget to get specific about your audience. In particular, multicultural parents are increasingly using audio as a tool to heal generational wounds and preserve their cultural legacies. In fact, 52% of multicultural parents say that traditional music connects them to their culture, creating a powerful link between the past and the present. 

As multicultural parents navigate their parenting journey, the music they love becomes a bridge to pass down their culture and traditions to the next generation. With over half of multicultural parents co-listening to music or audio content with their children, this shared experience fosters deep bonds and nurtures a sense of belonging—while giving brands influence over not just parents but Gen Z and Gen Alpha. And there’s no better place to reach multicultural parents than Pandora. Reach Black parents who love soul and gospel on Motown Radio or Neo-Soul Radio. Or reach Latin families who love Latin music on El Pulso Radio or Latin Radio. 

By tapping into these musical preferences through Pandora's genre targeting capabilities or audience targeting, brands can align their messaging with the nostalgic sounds that multicultural families cherish. 

Reach Parents (and the Generations They’re Raising) with Audio 

From offering family-friendly music to educational podcasts, we support families with content that not only entertains but also strengthens the connection between parents and children. As parents navigate the highs and lows of raising children today, your brand can be a part of the journey by prioritizing audio in your media mix. Whether it’s ad-supported streaming or podcasts, we have the platforms and content that brands can lean into to connect with diverse families. 

Now, before you lose your free moment, which parents all know are in short supply, let’s chat.