Audio Powers the Creator Economy, Redefining Influence

We made a lot of noise at our Built with Audio event, where we featured some of the amazing talent that call SiriusXM home. But it was just about flexing our star power. No. In fact, we had a lot to say when it comes to influential talent, the creator economy, and how audio and SiriusXM are redefining it all.

The rules of influence are changing. Influencer marketing once looked like this: find someone with a massive following on Instagram or TikTok, secure a branded post, and watch impressions climb. But social media feeds are now teeming with this content, and in a fragmented attention economy, the traditional model is losing its edge. With audiences scrolling past paid content in seconds, social media platforms and follower counts no longer guarantee meaningful impact.

We’ve entered a new era of influence; one built on more than reach. Modern influencer marketing is about connection, trust, and omnichannel storytelling. Audio is now at the center of the creator economy—and your opportunity to tap in. 

From Followers to Real Influence

Audiences are scattered across social media platforms, impressions are short-lived, and consumer trust has steadily declined. Even the most engaging posts, videos, and ads often struggle to hold attention as users quickly scroll past. On the other hand, audio delivers both large audiences and lasting impact. 

Audio offers more deliberate and personal experiences. Listeners actively choose content that reflects their preferences, emotions, and loyalty to creators, fostering a strong connection that extends to advertisers. This personal relationship with the medium drives results: nearly 60% of streaming audio listeners take action after hearing an ad, and 90% of podcast audiences engage—whether by researching products, visiting websites, redeeming codes, or making purchases.  

From Counts to Connection 

Influence today isn’t about the number of social media feeds your sponsored content appears in. It’s about showing up everywhere your target consumers are in ways that feel authentic. And audio delivers deep parasocial bonds. 

For listeners, digital audio is far from background noise. It’s a space that audiences lean into and engage with throughout the day.

• Music offers mood improvement (77%), relaxation (75%), happiness (73%), and companionship (60%).

• Podcasts provide productivity boosts (55%), access to content that reflects personal values and identity (52%), access to reliable information (45%), and connection to likeminded people (44%).

Audiences find both streaming audio and podcasts to be engaging, with nearly half of music listeners saying that audio content keeps them more engaged than other media, and 78% of listeners say podcasts keep their attention during mundane moments and tasks.  

From One-Note to Omnichannel

The creator economy has grown into a multibillion-dollar industry, fueled by creative, passionate people who build brands and businesses. And digital audio is making it easier for creators to amplify their voices across media channels.

In the new creator economy, social media is just one piece of a larger media presence. And increasingly, audio is the hub from which other channels branch off. Look at the founder of the Unwell Network and host of Call Her Daddy, Alex Cooper. This podcasting native took her show multiplatform (with both audio and video formats), nurtured a high-engagement social media following, met with fans through real-world events, and even launched products. 

Podcast creators are scaling their content into media brands, and audiences are rewarding them—and their sponsors—with time, trust, and advocacy.

From Overlooked Channel to Brand Opportunity

Despite commanding 21% of consumer media time, audio still only represents 4% of media budgets. That’s a massive gap, and a missed opportunity. Here’s why agencies and planners should lean into audio:

• Premium attention: People spend over four hours a day with digital audio, making it one of the most leaned-in environments available.

• Measurable and scalable: Digital audio advertising makes campaigns as trackable and adaptable as other digital media.

• Omnichannel influence: Podcasts and music spark cultural moments that travel beyond audio, from social interaction to live events and more. 

SiriusXM Media Is Redefining the Creator Economy

We’re reshaping the creator economy and what real influence looks like. With the #1 podcast network, 170M listeners, and a portfolio spanning SiriusXM, Pandora, and SoundCloud, SiriusXM Media offers unmatched scale and cultural reach. And we’d be remiss if we didn’t do a little name dropping, from Howard Stern to Ashley Flowers, from Conan O’Brien to Karen Hunter, from Alex Cooper to Andy Cohen.

We’re bringing brands the partnership they’re looking for. Our creators aren’t just hosts reading scripts; they’re collaborators, eager to co-create campaigns that resonate. From Conan O’Brien to rising voices on SoundCloud, we empower talent to build empires—and invite brands to be part of that journey.

This means:

• Scalable campaigns that stretch across podcasts, streaming, social media, and live events.

• Authentic integrations that feel native to the creator’s voice and community.

• Cultural access that puts your brand in the center of movements.

Get to Know Our Solutions

We have the solutions you need to both reach and influence your consumers in ways that complement both the content and the creator. Whether it’s collaborating with a host, sponsoring events, or a custom activation, you can do it all with us.

• Custom channels on SiriusXM

• Branded content integrations with top creators 

• Extensions across video and social media

• Experiences at live concerts and tours

• Bespoke activations on Pandora 

Build Your Next Influencer Campaign with Audio

For advertisers, the takeaway is clear: The creator economy is evolving, and audio is where the most meaningful growth is happening. Podcasts, satellite radio, and streaming audio are the foundation of modern influencer marketing.

Ready to break out of the scroll and amplify your influencer marketing? Let’s build your next campaign with audio.

Let's talk.

Build Your Next Success with Audio