Audio Built for Every Kind of Audience

Reaching a big audience is one thing. Reaching the right audiences is another. SiriusXM Media reaches 255M listeners every month—that’s nine in 10 Americans. 1 But scale is only part of the equation. Across our ecosystem, brands can connect with Gen Z trendsetters, multicultural communities, passionate sports fans, men, women, and more through the music, creators, conversations, and cultural moments they care about.  

SiriusXM Media is built to be a part of those moments. As audiences move across platforms, formats, and interests, the biggest opportunity is for advertisers to move with them. Here’s what brands should know about the audiences shaping culture and how audio can help you reach them.

Multicultural audiences are driving culture forward

Multicultural audiences aren’t a single audience and reaching them effectively requires more than translating an ad or showing up during a heritage month. Culture shapes how people connect with music creators, sports, communities, brands, and so much more. SiriusXM Media gives advertisers significant scale across these communities, reaching 93% of Black Americans 13 and up, 92% of Hispanic Americans 13 and up, and 82% of AAPI Americans 13 and up. 1

But reaching an audience is only the beginning. Cultural relevance requires understanding the values, experiences, voices, and interests that bring different communities together. And audiences expect brands to put in that work—77% of multicultural consumers are willing to spend money to support brands they view as authentic. 2

For advertisers, that means pairing scale with the specifics. Build from cultural insights, work with trusted voices, and create campaigns that reflect the communities you want to reach rather than treating multicultural consumers as one big group. 

Gen Z goes wherever culture takes them

Gen Z’s media habits span across all things—audio, video, social, or whatever comes next, they’re on top of what’s new and trending. Reaching them requires brands to be just as fluid. SiriusXM Media reaches 92% of Gen Z adults ages 18-24 (29M people). And that connection starts even earlier, with our ecosystem reaching 99% of teens ages 12-17. 1

Platforms like SoundCloud offer a closer look at how younger audiences participate in culture. Gen Z is doing more than just listening to their favorite tunes—they’re discovering up-and-coming artists, engaging with creators, sharing with friends, and influencing what catches on next. 

Reaching Gen Z isn’t about finding the platform where they spend their time, because there isn’t one. Through the creators, communities, and interests that capture Gen Z’s attention, that’s where brands connect.

Sports fandom goes beyond the game

Sports fans don’t stop being fans when the clock runs out. Fandom stretches across every moment from pre-game anticipation, to game-time madness, to the conversations, commentary, highlights, and more happening long after the game ends. Two in three Americans age 13 and up consider themselves sports fans, and these audiences spend more than six hours with audio every day. 3 More than half (51%) listen to sports audio while doing other activities, and more than 60% say podcasts go deeper into sports topics than TV or social media. 4 

We saw that behavior come to life during the World Cup. “FIFA” and “World Cup” became the top searched terms on the SiriusXM app the day of the final match, while seven bonus episodes of What Now? With Trevor Noah generated 981K downloads. 

It’s time to think beyond game day inventory. Live coverage, podcasts, music, creators, social content, and branded experiences can give advertisers multiple ways to become part of the fandom before, during, and after the biggest moments in sports. 

Men listen to what moves them 

Men are interested in a variety of things. Whether it’s sports, news, comedy, music, or podcasts, audio gives brands a way to meet them through the content and passions that are already built into their everyday routines. SiriusXM Media reaches 92% of men age 13 and up, representing 129M listeners 1 

Music offers one particularly powerful connection—77% of men say music is an important part of their lives. And they’re connecting across different platforms, giving brands different entry points to connect with them. Like, for example, the men who make up 55% of SoundCloud’s audience. 5

For advertisers, the opportunity is about understanding what different groups of men are passionate about and using music, sports, creators, podcasts, and cultural moments to connect with them when they care.

Women turn listening into community 

Women are building communities around the voices, conversations, and content they trust. And we reach 85% of women age 13 and up—that’s 123M listeners. 1 Podcasts offer brands an especially valuable way to deepen that connection. Female audiences build relationships with hosts that can extend well beyond individual episodes and into social, video, live experiences, and other parts of a creator’s world.

Giggly Squad is one example. Hannah Berner and Paige Desorbo have built a community around their top 10 comedy podcast that now extends to a 10-city live tour, including two shows at Radio City Music Hall, and the New York Times bestselling book, How to Giggle.  

Relationships like this give brands more than just an opportunity to place an ad. By finding the right creators and communities, brands become a part of the content and conversations audiences actively choose to spend time with. 

Follow your audience, not the platform

Each and every audience has different interests, identities, behaviors, and expectations. But one thing they all have in common: they consume content across platforms. Between music, podcasts, video, social, and more, brands need a media strategy that’s capable of keeping up with them anywhere they go.

Reaching nine in 10 Americans across our ecosystem, SiriusXM Media gives advertisers access to the creators, content, technology, and cultural moments that help turn scale into meaningful connections. 

Ready to define your audience and tap into the moments they love? Let’s talk.

More audiences, more opportunities