Brocoding: Turning to Audio to Reaffirm or Reevaluate Identity

Modern masculinity is complex and multifaceted, and the definition you get all depends on who you ask. Some are comfortable bending gender norms when it comes to fashion and embracing emotional expression and vulnerability. Meanwhile, others stick to more traditional values and may be anchored by things like family, pride, and legacy. This tension is what we call Brocoding, one of the trends in the SiriusXM Media Culture Index. And this tension is highly prevalent in digital audio, especially podcasts. 

Though podcasts geared towards men still tend to be rooted in traditional topics like news, sports, and business, conversations have changed. Male hosts are redefining the conversation, getting vulnerable, and demonstrating emotional fluency—with some listeners being inspired to do the same. Whether male listeners identify more with Stephen A. Smith and his discussions on sports and politics or Stavvy and his conversations with guests on first-time fatherhood, podcasting is the perfect place to experiment with all definitions of masculinity. Most are navigating somewhere in between, using audio as a space to explore who they are and who they want to become.

Modern masculinity is evolving 

Today, men are re-coding male identity and expectations, using content rooted in information, humor, and lived experience to reconcile traditional gender roles with modern realities. We can measure the intentions, motivations, and desires of half of our population through their content consumption—from the podcasts they listen to, to the music on the rise, to what they're giving attention to daily.

We’re seeing male creators challenge norms through their content, like Trevor Noah openly discussing topics like loneliness and dating challenges with his podcast guests. Meanwhile, other male artists demonstrate gender fluidity through not just their discography but their image. Artists like Bad Bunny and Harry Styles have pushed back on traditional gender norms through their style, from painting their nails, to wearing dresses and skirts. Masculinity can’t be defined in a single way, and artists and podcast hosts alike are paving a new path forward. 

Armor: Wearing a shield 

On one end of the Brocoding spectrum is armor, which appeals to 50% of listeners who say that gender roles are clearly defined and reinforced in their culture. This group of listeners gravitate towards trusted environments like sports talk, financial advice, legacy personalities, and debate-driven shows. With 85% of listeners saying their sense of masculinity is important, 1 it comes as no surprise that we’ve seen a +72% increase in listenership among men 18-24 YoY for traditional podcast content. 2 Business and finance podcasts translate identity and pressure into logic, strategy, and control. They provide armor by framing success, anxiety, and self-worth through systems, metrics, and mastery rather than emotion. With this content, men keep their ideals of strength and self-reliance. 

Meanwhile, sports content allows men to stay armored while still emotionally engaged. Sports podcasts extend this armor by turning emotion into analysis. Hosts argue, critique, predict, and relive moments, giving listeners structure and control over feelings that might otherwise feel exposed. When you partner with the SiriusXM Podcast Network, you can find these listeners on shows like Freakonomics Radio, Mad Money with Jim Cramer, the Fantasy Footballers, and the Stephen A. Smith Show. 

Vulnerability: Getting up close and personal 

On the other end of the spectrum is vulnerability, which speaks to 61% of listeners who think “society’s view of my gender needs to evolve.” 1 Despite some male consumers sticking to traditional values and gender norms, others are paving a path forward for fluidity and flexibility. This group of listeners turn to advice/coaching and wellness podcasts to feel more open about their emotions and get inspiration from hosts and their conversations. Advice content reframes vulnerability as skill-building. Emotional openness becomes a tool for improvement—positioning growth as something to practice rather than confess. Meanwhile, wellness podcasts provide the clearest entry point into vulnerability by addressing mental health, balance, and self-awareness directly. 

For many men, these spaces feel safer when introduced through performance, recovery, or optimization language. Shows like Stavvy’s World, What Now? with Trevor Noah, and Vibe Check fit the bill, opening the floor for intimate conversations, advice, and self-reflection. And consumers aren’t just listening but receiving affirmation—55% of listeners say hearing podcast hosts of their gender speak openly about emotional struggles helps them feel more comfortable with their own. 1 And with there being a +53% increase in male listenership for progressive podcast content among those 18-24 YoY, this is a shift that will likely stick around for the long haul. 2

How to incorporate Brocoding into your campaigns 

Masculinity looks different to everyone, and brands need to acknowledge the spectrum. Here’s how your brand can successfully reach listeners on both ends (and the middle) of Brocoding: 

• Let context do the signaling: Use media placement and host alignment to indicate where on the spectrum the brand is showing up, rather than forcing it into the message itself

• Respect the tension: Acknowledge both tradition and progress without trying to resolve it

• Stay human: Reflect real life instead of aspirational extremes

Lean into Brocoding with SiriusXM Media 

For advertisers, the opportunity isn't to define masculinity—it's to understand where listeners are in their own evolution. Brands that show up with authenticity, respect nuance, and align with the right content environments can build meaningful connections with audiences across the Brocoding spectrum. By leveraging our deep audience insights and premium audio inventory, brands can reach men in the moments they're most engaged, receptive, and open to influence.

The result? Campaigns that don't just reach listeners—they resonate with who they're becoming. Let’s chat. 

Explore the SiriusXM Media Culture Index