Dig into the Omnichannel Podcast Campaign Buffet
Podcasting has evolved past the RSS feed. Distribution is no longer linear, it’s driven by algorithms, virality, and visuals. With every scroll, tap, and click, podcasts are thriving, finding new life—and new listeners—in a bite-sized, shareable form. And, nearly 80% of podcast listeners 18+ now expect their favorite podcast content to be available on their preferred platform.
For advertisers, that means it’s not just about audio ads anymore. Think of it as an omnichannel menu: a full suite of options—audio, video, social, and live—to mix, match, and serve up campaigns that satisfy audiences wherever and whenever they’re craving content. Omnichannel podcast advertising is what’s on the table, and it’s time to dish up campaigns that truly hit the spot.
Appetizer: The Bite-Sized Breakdown
The lines are getting blurry, the formats are flexible, and depending on who you ask (or how old they are), a “podcast” could mean a lot of different things. But, one thing is clear: Podcast consumption has shifted—and each generation has its own habits. Whether it’s your mom weighing in on a Facebook thread, your nephew spiraling down a YouTube rabbit hole, or your hair stylist queuing up their favorite show on Apple Podcasts, audiences are tuning in differently and everywhere.
That means advertisers can meet podcast fans in a variety of places, far beyond the traditional RSS feed:
Gen Z → 67% more likely to have ever consumed podcasts on TikTok → Connect with creators like Stephanie Soo. (Gen Zers ages 13-24)
Millennials → 21% more likely to have ever consumed podcasts on Facebook → Engage them with shows like School of Greatness (Millennials = ages 25-44)
Parents → 42% more likely to have ever consumed podcasts on Instagram → Reach them with talent like host Mel Robbins (ages 25-54 with kids)
Multicultural audiences → 16% more likely to have ever consumed podcasts on YouTube → Explore voices like Trevor Noah (reaching diverse audiences like African Americans, Hispanic Americans, Asian Americans, and other)
The Main Course: Serve Up Engagement on a Silver Platter
Audio may be the classic dish, but it’s no longer the only course audiences are hungry for. Podcasting has grown into a multimedia experience, and each layer adds a new flavor to the overall meal. Audio remains the staple, delivering the intimacy and authenticity that made podcasting so powerful in the first place. It’s the lean-in medium that listeners trust.
However, audio isn’t the only way to keep up with today’s media appetites. Enter video, the perfect ingredient to help elevate podcasts from everyday fare to Michelin-star quality.
With 75% of audiences saying video podcasts are enhancing the ecosystem, video extends reach far beyond audio-first platforms. On-camera storytelling adds texture and flavor, making content more discoverable and digestible—particularly among younger demographics who crave visual engagement alongside meaningful conversations.
Then there’s social media: the “snackable” side dish that keeps audiences fed all day long. Short clips, trending sounds, and shareable moments turn podcasts into content that spreads across feeds, sparking conversation and community. Social clips are the mouthwatering amuse-bouche that whets the appetite for the full juicy episode, teasing insights, laughs, or shocking moments and inviting audiences to come back for more.
Together, audio, video, and social form a full-course meal that satisfies, delights, and keeps audiences coming back for seconds (and sometimes thirds).
The Cocktail: Stirring in the Power of LIVE
If audio, video, and social are the core ingredients of a great podcast strategy, then live events are the cocktail that brings it all together—bold, memorable, and impossible to ignore. Live appearances, tours, meet-and-greets, and real-time fan experiences take podcasting from something you listen to, to something you feel.
Think of live shows as the sweet drop of grenadine or the splash of sparkling soda: the ingredient that elevates the whole drink. They turn passive consumers into active participants, transforming fans into superfans and moments into memories.
From packed theaters, to intimate pop-ups, to real-time Q&A that brings fans directly into the story, podcasts on stage create unforgettable moments where fans connect with talent—and with brands—face-to-face. With nearly one in two podcast listeners 18+ longing for an opportunity to meet their favorite hosts at a live show or meet and greet, it’s clear these experiences deepen loyalty, ignite social chatter, and create a halo effect that carries long after the episode ends. In other words, live events are the place where creators, audiences, and brands share the same room—and the same energy.
Dessert: The Sweet Spot for Advertisers
When advertisers pair all four layers—audio, video, social, and live—they hit the sweet spot. Audio builds trust and intimacy, video captures attention and drives discovery, social amplifies reach while sparking conversation, and live creates in-person connections. Together, they create a full-course experience that engages audiences at every touchpoint, maximizing impact and return. It’s the perfect recipe for campaigns that resonate, linger, and convert.
The table is set. The appetite for podcasts has never been bigger. And for advertisers, the omnichannel opportunity is here at SiriusXM Media. It’s time to order up campaigns that audiences can’t ignore, because in this multimedia feast, everyone leaves satisfied. Let’s talk.
