Podcast Listener Behavior and What It Means for Advertisers

Podcasts are one of the fastest-growing channels fueling digital audio’s growth, leading the consumption of non-music content. So, what’s driving the growth? A massive tech infrastructure? 

The podcast boom is powered by engaged fans who can’t stop listening and want more and more. They binge episodes, follow their favorite creators across multiple channels, and more importantly, they take action after hearing ads—like 90% of podcast listeners who researched products, visited websites, used promo codes, or made a purchase.

Here’s how you can lean into the many opportunities of diverse podcast listener behavior. 

Understanding the Modern Podcast Listener

On average, listeners ages 18-54 spend 14% of their day listening to podcasts. And nearly half of podcast listeners have been tuning in for a decade or more, signifying their commitment to this evolving channel. Podcasts have become a regular part of people’s lives⁠⁠⁠—transforming from a niche interest into a major part of the mainstream.

Podcasts Are Fueling Digital Audio's Growth

Digital audio consumption continues to outpace AM/FM listening each year. In fact, digital audio listeners spend 61% more time with audio compared to non-digital audio listeners. Aside from streaming audio, podcasts make up a large chunk of digital audio listening. 

Another reason podcasts are driving digital audio success? Where there’s a niche interest, there’s a podcast. Millions of global shows span every topic imaginable. It comes as no surprise that podcast listeners ages 18 and up listen to almost six podcast genres, with comedy, society and culture, and TV and film leading the charge. People turn to podcasts for a variety of reasons, whether they’re staying up to date on sports stats, catching the news, or hearing about the best fall reads.

Omnichannel Consumption Is on the Rise

Podcasts are no longer an ears-only medium; this medium is also visual and omnichannel. In fact, nearly half of video podcast listeners have ever viewed a video podcast, with 62% of video podcast viewers saying they like to catch the hosts’ or guests’ reactions and emotions. Even more impressively, podcast consumption on YouTube has grown by 106%, with consumers tuning in to the platform for Shorts, clips, or the comment sections.  

Social media continues to play a large role in how listeners engage with their favorite creators, who are interacting with audiences across multiple channels. Instagram is the top platform for podcast listeners ages 18 and up to engage with their favorite hosts, whether they’re waiting for the release of the next episode’s trailer or watching a livestream.

How Listeners Engage with Podcast Content

It’s worth repeating: Podcast listeners aren’t passive—they're engaged, loyal, and ready to act. As podcasts evolve, listener behavior evolves with it. 

Listening on the Spot Versus Saving for Later

With the abundance of entertainment available today, it’s easy to accumulate a list of all the content we’ve been meaning to check out (and potentially forget about it). Maybe you have a to-read list of books or a roster of shows and movies saved for later (on three different apps). This isn’t the case with podcasts. 

Podcast listeners aren’t planning their next listen—they’re listening almost immediately as in-the-moment consumers. In fact, fewer than one in five listeners download a podcast episode more than 48 hours before they plan to watch or listen. Meanwhile, six in 10 listeners wait until the actual moment they plan to listen or watch to download or stream the episode.

Binge-Listening Boosts Purchase Intent

Podcast listeners are hungry for more content, easily leading to binge-listening. More than 60% of podcast listeners report listening to multiple episodes back-to-back in a single session. Binge listeners are highly committed, with 60% saying they finish listening to an entire series within the first week of its release. And these locked-in listeners aren’t just more engaged—they’re also more likely to buy something advertised in a podcast ad. In fact, binge listeners are 13% more likely to make a purchase from a podcast ad than podcast listeners overall.

Binge-listening means more opportunities for your target audience to hear your message, driving a higher likelihood that they will remember and act on what they hear⁠⁠. The immersive nature of binge listening, combined with frequent ad exposure, drives higher lifts in ad recall and purchase intent.

Taking Action after Hearing Ads

While binge-listening drives action, it’s not a must-have to see results. No matter their listening habits, nine in 10 podcast listeners have taken any action after hearing an ad—whether that’s looking up a product, visiting a website, or even making a purchase. Thanks to the personal nature of podcasts and the native feel of ads on the platform, your message can come across as more of a content break and less like an interruption. 

The Strategic Takeaways for Advertisers

Here are all the rewards at your disposal when you take advantage of podcast advertising and listener behavior.

Our Podcast Listeners Are More Ad-Receptive

Listeners on our podcast network are especially likely to act on ads. To break it down, compared to the general adult population, they’re 4x as likely to write down a promo code after hearing an ad, 3x as likely to discuss the product with others, and 2x as likely to make an immediate purchase. Whether you’re seeking upper-funnel, lower-funnel, or full-funnel results, brands can rest assured that our listeners do more than just listen.

Gen Z Leans on Podcasts for Product Discovery

If podcasts were a language, then Gen Z would be a native speaker. Over six in 10 Americans ages 13-24 listened to a show in the last month, and over four in 10 Gen Z listeners say they discovered new brands or products while listening to or watching podcasts. To reach them, focus on developing ads that feel authentic and entertaining—and note, 37% of Gen Z podcast consumers say they prefer brands that share the same values as the shows or hosts they like⁠⁠.

How a DTC Advertiser Drove Podcast Listeners to Take Action

To see the full potential of how podcast advertising drives action, check out this success story. A direct-to-consumer women’s clothing brand partnered with the SiriusXM Podcast Network to drive membership signups and purchases. The campaign targeted women over 30, advertised on contextually relevant shows, and leaned on the power of a show host discussing their personal experience with the product. Finally, using a strong CTA, the ads gave new customers a promotional offer. Here’s what the campaign pulled off:

• 6.4% conversion rate from ad exposure to site visit 

• 457K total attributed site visits 

• 4.3K purchases 

Ready to Reach Listeners Who Tune In?

Podcast listeners are locked in, listening on the regular, and ready to take action. To reach podcast listeners who are more engaged and responsive than the general adult population, the SiriusXM Podcast Network is your go-to partner for exceeding your campaign goals. Let’s talk.

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