Addressability: What It Means, Why It Matters, Where We Stand

SiriusXM Media is the largest digital audio advertising ecosystem in North America. With the largest addressable audience, we help you reach your most valuable listeners—wherever they are.

The Will They or Won’t They of Ads

Will they or won’t they hear your brand message, that is. With 79% of Americans ages 12 and up listening monthly, online audio is becoming a staple in Americans’ media and entertainment routines. It’s no wonder advertisers are eager to market their products and services to these engaged consumers. But if the audience isn’t addressable, they won’t hear your ads—it’s that simple. 

Total vs. Addressable Audience: What’s the Big Difference? 

There’s actually a huge difference between total and addressable audiences for advertisers. Here’s a rundown:

Total audience: The total number of listeners who have access to a publisher’s platform—both free and paid subscription. In digital audio, a total audience figure gives you a sense of a publisher’s popularity, but advertisers can’t necessarily reach all of those listeners.

Addressable audience: The total number of listeners who listen to ad-supported audio, or in plain speak, will actually hear advertisements. 

In the end, from an advertising perspective, the total audience doesn’t necessarily matter. In reality, you can’t reach all of those consumers—because some are paid subscribers who listen ad-free. 

The takeaway? Addressable audience is the single most important number to be looking at. 

The Bigger the Addressable Audience, the Better

When selecting the right media partner, you need to balance publisher popularity against audience addressability. Luckily, our numbers tell a powerful story for advertisers. SiriusXM Media reaches a total audience of 160M listeners across our platforms, including Pandora, SiriusXM, SoundCloud, and our partnerships with audiochuck, the Unwell Network, and NBCUniversal (and many more). Among our users, 87% are addressable listeners—yep, that means you can reach the vast majority of our audience with your advertising messages.  

As the leading audio entertainment company with the largest addressable audience, here is where you can reach your most valuable listeners—wherever they are and however they tune in. 

Just Look How Pandora Stacks Up

Pandora continues to dominate daily, ad-supported listening among adults ages 18 and up. At 14%, Pandora’s ad-supported listening is 7x more than iHeart’s and 1.1x more than Spotify’s.  

Additionally, Pandora remains a top brand for awareness and usage, with 84% of Americans ages 12 and up being aware of the online audio streamer. Compare this to 77% for Amazon Music and 76% for iHeart.

And when it comes to streaming on the go, Pandora’s addressable audience can’t be beat.

Addressability & Market Reach—A Winning Combination 

To maximize your ROI, you’ll want as large a pool of addressable consumers as possible. And we can deliver nationwide, including in the top 10 designated market areas (DMAs). In fact, Pandora and SoundCloud beat Spotify and broadcast radio in every top 10 DMA. 

But Wait, There’s More 

You get it by now—addressable audience is the magic number for advertisers. But there’s even more to consider, and we stack up considerably well. 

Audience Data and Third-Party Measurement

When buying digital audio advertising (or any advertising, for that matter), you rely on audience data and third-party measurement. We believe that the more data we can provide to our ad partners, the better. After all, isn’t that the key to shaping campaigns? For this reason, we marry our industry-leading, first-party user data with credible third-party data sources like Comscore, MRI-Simmons, and Edison Research. 

The (Exploding) Power of Podcasts

More and more, podcasts are massively popular with listeners of all ages—and we’re constantly improving the podcast advertising game. How do we compare to competitors? For one, the SiriusXM Podcast Network reaches 60M monthly listeners, with us offering the shows, hosts, and online communities consumers love.  

For added reach, advertisers can connect with another 30M+ off-platform streaming listeners via Adwave and 15M additional podcast listeners through Podwave. Finally, we have more shows in the top 50 than any other network. Are your target consumers The Fantasy Footballers fans or Call Her Daddy listeners? Find them all here. 

Let’s Hear It

Your ad, that is. From streaming music to podcasts, SiriusXM Media offers the most popular content alongside the largest addressable audiences. To capitalize on digital audio’s opportunities, you need to reach those ad-supported customers, and we’re the partner to help you do it. Let’s chat.  

Learn More About Our Ad-Supported Audience