Podcasts Are Expanding and so Are Advertising Opportunities

The world of podcasts is changing. The lines are blurring and the kind of content podcasters produce is shifting. From audio and video episodes, to social teasers and bonus content, to live show recordings and tours, podcast creators are redefining the medium. And fans can’t get enough of the podcast content explosion.

Audiences are looking for long-form content with the personalities they love to listen to (and watch). Social platforms like Facebook, TikTok, and Instagram are creeping up quickly behind veteran podcast platforms like Apple Podcasts. In fact, they’ve jumped +146% in popularity just in the last two years. Meanwhile, YouTube has become the #1 platform for podcast discovery.  

The world of podcasts and social media are colliding, and the ad opportunities for advertisers are growing right along with it. It's time for advertisers to take on an omnichannel approach. And SiriusXM Media is here to guide you.

Creators Are Moving Beyond the Mic

Although podcasting is still an audio-centric media, creators are getting more and more comfortable embracing audio and video formats. Being a podcaster in today's world means more than sitting behind the mic. They’ve honed their skills, learned how to drive conversations, and perfected their media presence to create something even more powerful. Podcasts are no longer just about listening, they’re the centerpoint for creators who want to connect with audiences across channels, in more meaningful ways. And brands get to go along for the ride, too. 

Just think about all the hilarious clips you’ve probably seen pop up on your social feed from Conan O’Brien Needs A Friend, or the spicy teasers you’ve seen Alex Cooper share when the next pop culture icon appears on an episode of Call Her Daddy. Or maybe you’re looking for a stop of the Crime Junkie tour near you. This shift is all about taking the core of podcasting that we all know and love, and expanding it to a full-blown omnichannel experience, where brands, listeners, and creators all meet together. 

Creators Don’t Just Talk About Culture, They Shape It

Podcasters are the new influencers. They’re taking everything from today’s hot topics to brand partnerships by storm—and we have the numbers to prove it. Following the season finale of Peacock's The Traitors, which featured beloved podcaster and former WWE star Nikki Garcia, The Nikki & Brie Show saw a +394% increase in downloads. And after former Bachelor winner, Rachel Kirkconnell, made her post-breakup debut on Call Her Daddy, that episode became the #1 trending video on YouTube.  

The influencer boom has changed advertising forever. Top podcasters bring authenticity, personalization, and access to their content like never before, and listeners are here for it. In fact, 42% of listeners say podcast creators provide a deep sense of connection that traditional media personalities lack—a testament to how deeply their fans care about the content they consume. When audiences feel connected to the host, they’re more likely to be receptive to ad reads and the brands featured.

Discover New Ways to Advertise on Podcasts

With podcasts shifting to an omnichannel approach, the opportunities for brands to connect with audiences are better than ever. And SiriusXM Media is here to show you all the new ways to tap into the popular, highly influential voices behind the mic. Our ad solutions expand across audio, video, social, SiriusXM radio, and even IRL. And the creators crushing their omnichannel content game are right at your fingertips, meeting your audiences everywhere. 

But we’re just scratching the surface here. Check out some additional ad solutions that’ll make your brand fit right in with creator content.

Custom solutions

More than a product, it’s a partnership. And you can easily scale your message across platforms. Utilize engaging, relatable brand and creator partnerships with all the benefits, and none of the hassle. Like this turnkey partnership we curated with Conan O’Brien and T-Mobile.

Studio Sponsorships

We’re inviting brands into the podcasting studio. Think: on-screen branding, audio and video host reads, and social promo, where your brand feels like a part of the conversation, and more importantly, part of the fun.

Social Amplifications

Take hold of the power of social. Here, brands reach targeted audiences through custom podcast integrations and ad buying across Meta, TikTok, and YouTube. 

Live Opportunities

Podcasts are a huge part of listeners' daily routines and lives. So meeting or seeing their favorite host live is a dream come true for most people. From live podcast tapings, to national tours, to meet and greets, your brand can be a part of the thrill. 

Connect More with SiriusXM Media

We’re growing bigger and bolder. With a multimedia talent roster, an expanding ecosystem across platforms, and young, diverse audiences, SiriusXM Media delivers omnichannel podcast campaigns to your brands. We meet audiences everywhere across every channel, from podcasts to socials, to IRL events. And we know where to find your target audiences, too. 

If you’re ready to extend your reach with an influential, multichannel campaign, let’s create something together. 

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