Streaming Audio: From Listener Habits to Brand Opportunities

Streaming audio listeners are engaged, loyal, and ready to act. Pandora listeners, in particular, are especially tuned in—over nine in 10 Pandora listeners ages 18 and up listen weekly or more often. They’ve also proven to be ad-receptive, with 56% of listeners taking any action after hearing streaming audio ads.  

To get in the streaming audio listener’s ears, it’s critical to understand where, why, and how they listen. Knowing how listeners actually use streaming audio changes how you should advertise to them—after all, consumer habits should guide campaign strategies. Here's everything you need to know about reaching them.

Why Listener Habits Matter for Brands

Streaming audio is a prime medium for advertisers: it’s brand-safe, often ad-supported (like for 87% of our streaming audio audience), and features media that listeners already love and trust. Pandora listeners are deeply loyal, as one in five have been listening for 16 years or longer.  And 63% of the audience has been using the app for at least a decade. Just as listeners enjoy the platform for music discovery, they’re also open to brand discovery. 

Trust and personalization are key for advertising. When listeners are consistently served relevant ads that feel more like a content break, they tend to listen a little more closely. And that focused attention leads to brand lifts, higher recall, and, most importantly, actions taken.

Tuning in Weekly

Pandora listeners haven’t just been around for a while—they tune in regularly. The platform logs 263M listening hours and 58M song likes weekly, and half of its listeners are on the app 10+ days each month.

Pandora listeners’ consistent consumption creates predictable touchpoints throughout the week. Your audience isn't randomly tuning in here and there. They're building digital audio into their routines. From commute time, to workout sessions, to cleaning the house—these become brand opportunities to connect.

Home Is Where the Heart Is—and Where the Ears Are

Most daily streaming audio listening happens at home, which is also the most popular listening setting for Pandora users. Listeners are within the confines of comfortable environments, and they’re more likely to be receptive to brand messages in familiar settings.

People who listen at home don’t have their guard up. They’re a little less hurried because they’re not going from point A to point B. And there is a greater chance that they’re co-listening with family and friends—whether they’re using a smartphone or a connected speaker—creating even more brand opportunities. 

Turning on Audio While Multi-tasking

Streaming audio offers a multi-tasking advantage that visual media lacks. Listeners take their favorite music and content with them whether they’re cleaning, running errands, cooking dinner, or working. When Pandora listeners tune in to streaming audio, cleaning and chores ranks as the #1 activity while relaxing isn’t far behind.

Multi-tasking listeners represent a captive audience during routine activities, offering brands unique moments to connect. During these moments, your brand message can become a part of their productivity, routine, and daily accomplishments.

Co-listening to Audio

Streaming audio listeners commonly tune in with their friends and family. They might have music turned up in the kitchen, in the car, during backyard cookouts, and in all the moments in between. We’ve found that 82% of Pandora listeners ages 18 and up listen to streaming audio with others and 75% listen with any family. When multiple people listen together, your message reaches more ears, increasing your campaign's efficiency. That’s more listeners for the same dollar.

Using Smartphones for Streaming Audio

The smartphone is the leading device for streaming audio listening, outranking the laptop, earbuds, and more: 93% of Pandora listeners own one, and 82% listen to streaming audio on it. The mobile streaming audio experience turns ads into interactive digital experiences. From CTA buttons, to interactive carousels, to immediate purchase opportunities, the mobile possibilities are endless and all seamlessly integrated into the listening experience.

Additionally, the smartphone creates unique second-screen opportunities. Audio ads can trigger display ad follow-ups, location-based notifications, or immediate conversion pathways. Mobile listeners can take immediate action on ads with clickable options, creating seamless pathways to conversion.

Listening to Multiple Music Genres 

Consumers’ music preferences are as diverse as they are. Pandora listeners consume an average of 6.9 music genres, with rock, pop, and oldies being the most popular. On the SiriusXM Streaming Network, you can target listeners by the music genres they love most, letting them know that you understand them and their tastes—creating positive associations for your brand. 

Replacing AM/FM Radio with Streaming Audio

Traditional radio can't match the advanced personalization, targeting, and measurement capabilities that streaming audio platforms provide. As consumers increasingly shift to streaming audio platforms, brands can access audiences that are moving away from traditional channels. Almost 60% of Pandora listeners agree that streaming audio has replaced the time they used to spend listening to AM/FM radio.  

Taking Action after Hearing Streaming Audio Ads

Streaming audio drives measurable consumer behavior, from research to direct purchases, creating tangible ROI for advertisers. In fact, 56% of Pandora listeners have taken any action after hearing streaming audio ads. Since these are digital ad placements, it’s easier to directly tie impressions to action than ever before. We can precisely measure who hears your ad and what they do next.

Transforming Listener Insights into Advertising Strategies

So, how do you take advantage of the habits of streaming audio listeners? Start by leveraging the SiriusXM Streaming Network’s solutions. 

Craft Messages that Reach the Room

Since listeners commonly tune in with their loved ones, design campaigns with co-listening in mind. Start by crafting messages that resonate with family members under the same roof or friends with like-minded interests. When groups of listeners are together, they’re likely relaxed, celebratory, or happy, creating positive sentiment and enhancing brand association. 

Create Campaigns that Cater to Mobile Users

Consider the context of mobile listening—people are out and about, multi-tasking, and often consuming content in short bursts. Your messaging should be immediate, actionable, and suitable for the fast-paced mobile environment. Leverage mobile solutions like Pandora’s sponsored listening, video plus, and happy hour to engage on-the-go audiences.

Lean into Audio-Only Formats for Multitasking Listeners

When people are driving, cleaning, or exercising, audio-only ad formats become essential. This is where your script and audio storytelling shines—use a mix of voice talent, sound effects, and music to create memorable brand messaging without requiring visual attention.

Audio-only ad formats work particularly well because they enhance rather than compete with the listener's primary activity. Your message becomes a complementary part of their workflow and routine. 

Power Your Streaming Audio Ads with SiriusXM Media

We’ll say it louder: Pandora listeners tune in weekly and are ad-receptive. By better understanding listeners and their habits, you’re that much closer to creating ads that resonate. Get started with the right partner by your side—we have the latest data on listener habits and top solutions to help you reach your campaign goals.

Ready to tune in? Let's talk.

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