Psst: Podcasts Boost Reach for Streaming Audio Campaigns

Digital audio consumption is rising. We’ve seen a +49% increase in digital audio listeners in the past decade, meaning an astounding 228M people are tuning to with digital audio monthly. From music to podcasts, audio habits are evolving and listeners aren’t just pressing play on their favorite songs—they’re leaning into stories, hosts, communities, and the cultures that podcasts offer. 

While advertising across streaming music platforms is a solid strategy, adding podcasts to your plan can amplify and deepen your campaign reach and resonance.

Locking In with Podcasts 

Podcasts are a great tool for storytelling. Whether that’s a host read on a specific show, or your brand messages hitting listeners’ ears across a category or network, podcast advertising provides opportunity for education, influence, and action. In just the past decade, we’ve seen monthly podcast listening grow +223%, and now 55% of Americans ages 12 and up are tuning in to hear from the shows they love and the hosts they trust.  Podcasts attract highly engaged, intentional listeners. They’re looking for authentic and in-tune voices, and podcast advertising solutions allow brands to tap into the storytelling vibe that drives audience connection. 

Podcast fans are in active listening mode. And as they lean in, it’s the perfect time to reach them. Over half the audience (54%) tune in to learn something new. Podcast campaigns help you inform and educate consumers about your brand with activations like: 

• Omnichannel campaigns - Podcast hosts are more than just a voice behind the mic, and fans are following them across social channels like TikTok, Instagram, and YouTube—and you can meet them there.

• Open ecosystem - We know brands want to meet listeners wherever they are. That’s why podcast buys with SiriusXM Media puts your brand on top platforms like Apple and Spotify.

• Brand ambassadors - Host-read ads give brands a powerful voice, allowing them to tailor their ads to feel like recommendations and connect directly to engaged audiences and loyal fans.

• Live shows and events - IRL energy is unmatched. Sponsor live episode tapings of the world’s biggest podcasts to connect with audiences in-person.

Podcast Advertising Has Influence

Podcast ads inspire action, from research, to website visits, to purchase. In fact, 40% of listeners are open to ads voiced by a familiar podcast host, and 73% of them have researched a product after they heard it advertised, and 90% of them took action after hearing a podcast ad. Podcasts are hitting home with listeners, and driving serious impact in things like brand awareness (+3pts), favorability (+6pts), purchase intent (+8pts), and online ad awareness(+7pts).

Moving to the Music

Remember, it’s not solely podcast or music, both are powerful media for driving audience connection and campaign results. Streaming music brings massive scale, especially on platforms like Pandora and SoundCloud, with large, ad-supported audiences. And, in case you missed it, with SiriusXM Play, brands can run ads on SiriusXM music channels for the first time.

With 43% of Americans 13+ listening to streaming music every day, reaching listeners while they’re jamming to their favorite songs is a smart move. And with immersive ad formats and advanced targeting, the SiriusXM Streaming Network offers brands opportunities to not only reach listeners but also stand out.

At SiriusXM Media, we’ve got the largest collection of music streaming platforms, the key to unlocking the scale, alignment, and impact for brands.

Music and Podcasts Are Better Together

When you invest in streaming and podcasts with SiriusXM Media, you get unrestricted access to the best of digital audio, plus a +89% increase in reach when you add SiriusXM and podcasts to your streaming campaigns.

Users are all-in for ads. Over eight in 10 podcast listeners are open to hearing any type of podcast ads. And 87% of our streaming audio audience enjoys free access with ad support.

Combining music and podcasts just makes sense. And when you add podcasts to your streaming audio campaigns, you get:

• Context and storytelling - Podcasts go beyond surface-level impressions and builds a story that sticks.

• Leaned-in attention - Podcasts invite listeners to tune in, focus, and listen all the way through. Less noise, more attention.

• Resonance and impact - Ads delivered in the host’s voice feel more organic and believable, packing an authentic punch.

• Intimacy and loyalty - Listeners return week after week to hear familiar voices. For advertisers, this means awareness, emotional connection, and long-term recall.

Find the Perfect Match with SiriusXM Media

When you unlock the power of streaming and podcasts, you get turnkey solutions, tailored creative, and custom solutions—and high-impact campaigns. Say yes to the power couple of music and podcasts. SiriusXM Media has access to the tools, platforms, audiences, insights, and so much more that helps you take your campaign to the next level. 

Music got you in the game, podcasts help you win it. Investing in both is how brands stay in listeners' minds and hearts. It’s time to advertise smarter, not harder. Let’s talk podcast advertising strategy. 

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