Does Show Size Matter? How Advertisers Win Big with Podcasts

Podcasting has seen a huge transformation. What started as a hobby for some creators has evolved into studio productions with influencer-level hosts. And while there are chart-topping shows with massive reach and big-name hosts, other shows are making a big impact with niche audiences. But as podcast audiences grow with both big hits and hidden gems, advertisers are asking the question: Does show size matter? 

Six in 10 podcast consumers say they don't care whether a show is hosted by a celebrity or a person they are unfamiliar with, as long as the content is entertaining. That means that the trust and authenticity the space is known for isn’t tied celebrity or audience size, opening the door to impact across more shows. It’s time to challenge the long-held assumptions about scale.

The Case for Scale

For many advertisers, the power of scale is undeniable. Big shows deliver massive audiences, heightened brand awareness, and high visibility. When we polled audio industry professionals, 35% of them said audience size remains the most important driver of value. It’s easy to see why when you consider that 48% of podcast ad spend is invested in the top 500 shows. These top shows are doing more than dominating the charts, they’re prime real estate on podcast platforms, giving brands heightened exposure. 

Partnering with high-profile hosts or celebrity-led podcasts allows advertisers to tap into built-in fandoms, driving influence and credibility for brands that only established voices can offer. And when hosts like these integrate brand messaging into content in a way that feels natural and familiar, it makes partnerships feel less like ads and more like authentic endorsements. 

Scale doesn’t just deliver numbers, it delivers trust. And for advertisers looking to maximize reach in their podcast campaigns, big shows definitely pack a punch. And the SiriusXM Podcast Network has powerhouse shows like Conan O’Brien Needs A Friend and Rotten Mango that deliver proven reach and pod integrations.

Niche Influence Wins, Too 

Scale isn’t the only indicator of success. Small doesn’t mean less, sometimes it means deeper connections. In today's podcast landscape, influence is being redefined by connection, not just audience numbers. In fact, 65% of the audio industry professionals we polled said other factors like context, engagement, or influence matter more than audience size alone. Audiences crave authenticity, like 58% of our podcast consumers who say they listen podcasts hosted by everyday people.

Although these shows may not be topping the charts, they take charge in attention and trust, which is invaluable for brands. Niche podcasts often center around tight-knit communities and passion driven topics, giving brands the chance to connect in ways that feel personal and organic. 

For advertisers, the type of influence that niche podcasters deliver goes beyond impressions, directly impacting listener behavior. And the SiriusXM Podcast Network is home to a variety of fan favorties that thrive on community and culture.

Leveraging the Strength of Both

Podcast advertising success isn't about choosing one side over the other, it’s about finding balance between reach and resonance. And influence can come in all shapes and sizes as long as podcast advertising strategies are about making the right plays across the podcasting ecosystem. Big shows bring reach and little shows resonate—and when you want to give a smaller show a boost, network buys offer further reach and scale. Contextual alignment tools and robust measurement help brand messaging show up where it matters most, with the people and the places that leave an impact. 

SiriusXM Media Balances the Scales

The SiriusXM Podcast Network has massive hits and niche favorites that give brands access to both scale and substance when and where it matters. Although show size can be a factor, podcast campaigns work better when big and small shows are paired together to reach your consumers everywhere they’re listening. The future of podcasts belongs to brands who think beyond downloads and embrace influence in all its forms. 

Craft your multi-show strategy to meet audiences where they’re most engaged. Let’s strategize.

Do More with Podcasts