The Road Ahead: Podcast Listeners Are Built for Auto Brands

New findings from a SiriusXM Media Soundboard study uncover the key dynamics shaping today’s auto buyer. The results reveal that podcast listeners represent a valuable, in-market audience. The good news for brands? Trusted voices build credibility, accelerate consideration, and influence purchase decisions, keeping brands top of mind at every turn in the buyer journey. 

Podcast advertising reaches consumers in high-attention environments that cut through digital noise. If your marketing roadmap doesn’t include podcasts, it may be time to change direction.

In-market auto intenders 

While economic conditions are shaping how consumers approach vehicle purchases, interest remains strong. Nearly half of podcast listeners (47%) report adjusting purchasing plans in response to affordability or tariff concerns, yet they continue to show meaningful purchase intent. Car ownership among podcast listeners is nearly universal, with 91% owning or leasing a vehicle. 1 But more importantly, many are already looking ahead and mapping out their next auto purchase.

However, podcast listeners are also high-consideration, multi-brand vehicle shoppers. When it comes to the types and brands of vehicles they’re considering for their next purchase or lease, podcast listeners are weighing their options. In fact, 95% of podcast listeners research two or more brands, 80% explore three or more, and almost half (44%) look into four or more brands before making a decision. 1

This consumer behavior reflects a highly intentional audience focused on informed decision making. 1 With extended buying timelines and intense brand competition at play, consistency becomes a true competitive advantage. Luckily, podcasts provide a dependable environment where brands can remain front and center through continuous exposure at every stage of the purchase journey. The data highlights a luxury interest within this audience—nearly four in 10 podcast listeners (39%) are considering a luxury brand for their next purchase or lease, and here are the top brands on the list: 1

And when it comes to  vehicle types, this is what podcast listeners are considering for their next purchase or lease: 1 

• SUV: 56%

• Hybrid/battery electric vehicle (BEV): 41%

• Sedan (two  or four door): 37%

• Crossover (CUV): 28%

• Pickup truck: 17%

Feature-focused, tech-driven 

Vehicle features play a central role in the decision-making process for podcast listeners. As highly engaged, research-driven shoppers, they prioritize performance they can rely on. From dependability and safety to driving dynamics and design, they’re looking for vehicles that deliver confidence on every drive. 

Among podcast listeners who prioritize in-vehicle technology, their purchase decisions are influenced by features that enhance connectivity, convenience, and safety. Top features include the ability to connect to apps from a smartphone (84%), driver assist and safety systems (81%), hands-free calling (65%), and the ability to control vehicle functions from a smartphone (57%). 1 These findings indicate that innovation inside the vehicle is a meaningful decision driver, impacting both brand perception and purchase outcomes. 

Digital research, audio influence 

For podcast listeners, the vehicle purchase journey is overwhelmingly digital. More than nine in 10 listeners (93%) use online sources when searching for their next vehicle. Review apps and websites (69%) are the most commonly used resources, followed by vehicle manufacturer sites (64%), dealership apps or websites (61%), and online retailer apps or websites (55%). But what might be most compelling is that the research process is paired with audio consumption. In fact, more than half of podcast listeners (54%) are listening to audio while researching vehicles online, and they’re 69% more likely than adults 18 and up to be listening to podcasts during that time. 1

The real opportunity? Brands can reach consumers at pivotal moments, influencing decisions as they actively evaluate their options, and device usage amplifies that impact: 80% of podcast listeners conduct research on desktops or laptops and 76% research on smartphones. 1 This highlights another distinct strength of podcasting: mobility. Podcasts travel with listeners, ensuring consistent messaging wherever and whenever research happens.

Podcasts and the dealer advantage 

Podcast advertising offers a highly effective way for dealerships to reach in-market buyers at the local level. By layering geo-targeting with demographic and behavioral insights, dealers can reach listeners in their market who are actively shopping, delivering timely messages as consumers compare vehicles and pricing. 

This matters because 84% of podcast listeners plan to purchase or lease their next vehicle locally, but they have clear expectations of the dealership experience. Nearly three in four (72%) say they want dealers to walk them through vehicle details and the purchase process while 52% value concierge-style service such as remote delivery, complimentary car washes, available loaner vehicles, and more. 1 Beyond that, the data shows that podcast listeners are most responsive to messaging that both informs and motivates. While incentives may capture consumer attention, details like vehicle features, financing options, and service offers play a critical role in moving buyers further down the funnel. 

Podcasts: Built for performance, engineered for results 

An auto advertiser partnered with the SiriusXM Podcast Network to drive measurable full-funnel impact among Black listeners ages 25-54. By aligning with culturally relevant voices on the podcasts The Read and Vibe Check, the brand authentically connected with its core audience, immersing listeners in meaningful and resonant conversations. The campaign achieved double-digit gains through impactful host-read ads, successfully moving Black listeners from awareness to purchase intent. The results highlight the power of partnering with trusted voices to build credibility, deepen connections, and drive action across the entire funnel. 2

Results driven by The Read 

• +20 pts in unaided awareness

• +17 pts in brand familiarity

• +15 pts in brand consideration

• +15 pts in purchase intent

Results driven by Vibe Check

• +15 pts in unaided awareness

• +22 pts in brand familiarity

• +15 pts in brand consideration

• +35 pts in purchase intent

In another success story, a luxury auto advertiser partnered with our streaming audio and podcast networks to generate awareness, favorability, and familiarity for its electric vehicle. The campaign strategically targeted adults 25-54, multicultural consumers, EV auto intenders, and luxury audiences through podcast select and mobile interstitial visual ad placements, leveraging geo-targeting to focus on key ZEV (Zero-Emission Vehicle) markets. The campaign delivered strong gains across key brand metrics, reinforcing the advertiser’s product positioning among its most valuable audiences. 3

Results among Black listeners

• +12 pts in product awareness

• +12 pts in product favorability

• +11 pts in product familiarity

Results among HHI $100K+

• +4 pts in product awareness*

• +8 pts in product favorability

• +13 pts in product familiarity

The final turn

In a competitive auto market defined by long purchase cycles, success requires sustained visibility, distinct positioning, and a trusted environment built on credibility. Podcasts ensure your brand remains part of the conversation at every turn. The road ahead is competitive, but the SiriusXM Podcast Network is built to help you lead. 

Ready to take your next campaign for a test drive? Let’s talk. 

More podcast advertising insights