52% of Women Consume Podcasts (and We’re #1 With Them)

Women are loving podcasts, the kind of women that you want to reach (e.g., young, smart, successful). And we can help you reach more female podcast listeners than the next podcast network.

The gender gap is closing; an estimated 60M US women listen to podcasts monthly, making podcasts an effective medium for reaching female audiences. And you can reach 44% more women with the SiriusXM Podcast Network than with our closest competitor.

Big things happen when you support women. And we do. We’re passing the mic. We’re forming relationships with powerful women. We’ve welcomed some truly impressive female podcasters to our slate. And we’ve studied female podcast listeners. So, when Edison Research named us the #1 podcast network with women, we weren't terribly surprised.

Women Brands Love 

We’re not just the top podcast network with women. We’re also one of the top podcast networks for reach. Two in five monthly podcast listeners tune in with us (check it: that’s an audience of 70M). And as the podcast audience continues to grow, there’s a highly coveted, uber-successful female demographic joining the ranks of ravenous fans.

Women Who Get Things Done 

They’re go-getters, running everything from households and offices to errands and bedtime routines—and through it all, they’ve got their favorite podcasts going. Podcasts can and do everything from keep listeners informed and motivated to distracted and enthralled. Studies show that three in four women who listen monthly say that podcasts keep them entertained while they’re doing mundane tasks.

Women With Diverse Tastes

It’s no secret that women aren’t scared of a little murder—and that’s why the women of true crime are absolutely killing it (like podcast mogul Stephanie Soo). It comes as no surprise that the top genre with female listeners is true crime. But that’s not all they’re listening to—next is music, wellness/self-improvement, entertainment/celebrity/gossip, news and information, and comedy rounding out the list of most listened to genres.

You can’t narrow podcast-loving women down to a single topic. Female monthly listeners consume six different topics or genres on average. So, running ads throughout a podcast network (say, the top network for reaching women) is a good idea. And, if you want to go with a more targeted approach, take note: the top genres are true crime and music. So don’t let brand safety concerns alarm you; podcast advertising is not a risk, and your target audience of smart, successful women find it suitable.

Women Who Support Other Women

Women aren’t just loving podcasts in general, they’re specifically fans of female podcasts creators. A whopping 92% of female monthly podcast listeners say that all or most of the podcasts they listen to are hosted or produced by a woman. And 69% say the host plays a huge role in which podcast they choose to listen to or watch.  

When these listeners find a show they love, they’re letting the world know about it. Female listeners are more likely to recommend a brand advertising on a female hosted podcast (33%). And 73% of female podcast listeners are discovering new shows from recommendations from friends and family. Their #1 source of discovery is social media posts, proving that word of mouth and omnichannel podcast campaigns are the way to move.

Women Who Like Brands That Support Women

Women in podcasting and the female listeners who support them are a community. The good news: There’s room for brands to move in. Our study found that women are open to hearing the ads that support the shows they love, especially when they’re hosted or produced by women. Roughly 45% of female listeners say they are more likely to consider a brand advertising on a female-hosted podcast. They also have shown higher affinity for brands that support female podcasters. And they’re more likely to take action. In fact, 75% of women monthly podcast listeners who have heard ads on podcasts have acted as a result of hearing an advertisement on a podcast.

We Can Hook You Up

Women consuming podcasts are young, smart, successful, and the type of audience brands want to get in front of. So, if your brand wants to make a positive impression on this audience, advertising on the medium they love is the way to go. And we can help you reach more women than the next podcast network. Whether you want to score points by supporting a show created by a woman or targeting women with a variety of tastes across our network, we can help. Let’s talk about women. 

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