Female Audio Listeners: Where, Why, and How They Listen

Who runs the world of digital audio? Women, of course. They’re shaping (and reshaping) the entire audio landscape, making their voices heard across every genre and redefining what matters. Female artists are creating the new soundtrack of womanhood, and female listeners are celebrating industry veterans as much as they’re discovering the new generation of leading ladies. We’re seeing more than a movement but a media evolution, making women an audience that can’t be ignored. 

Let’s dive into the habits and preferences of female audio listeners, and how your brand can join in on the conversation. 

Audio Plays a Leading Role in Women’s Lives 

When it comes to digital audio, women are leading the charge. On average, women are clocking in seven hours of time spent with audio each week. That’s a lot of time spent on carpool karaoke, podcast binging, mood-based playlists, and everything in between. 

So, what’s on their playlists? On Pandora, top genres are dominated by female listeners. Whether they’re tuning in to R&B (61% women listenership), to pop (59%), to rap (54%), and more—females listen across the audio spectrum and enjoy chart-toppers and hidden gems.

But it’s not only “what?” but “why?” that matters. Women are tuning in to music and podcasts for:

• Connection: One in four female listeners say music connects them to their family and friends.

• Representation: 70% like to see women being celebrated and represented through audio.

• Relatability: One in three actively seek out podcasts hosted or produced by women.

• Entertainment: This one is self-explanatory—women put on their headphones when commuting or listen to an energetic banger for a quick confidence boost before a night out. 

The takeaway? Digital audio is a daily ritual, self-discovery tool, and safe space all in one—and the perfect way to reach women.

Female Listeners Want to Hear Female Voices 

Here’s the tea: Representation matters, and women are seeking it out loud and clear. One in three female listeners seek out music from female artists. And 63% listen to women in music because they can relate to the lyrics. When women find themselves reflected in the audio they consume, it’s a game-changer.

Female Artists Are Having a Moment 

In today’s music landscape, female artists like Chappell Roan, Rachel Chinouriri, Gracie Abrams, and Addison Rae are making waves. Their music is not only topping charts, it’s redefining representation and building close-knit fandoms that feel like sisterhoods. And on Pandora, their presence is not only felt, it’s heard. Chappell Roan has seen an 89.5x increase in artist station adds since November 2023 while Rachel Chinouriri has seen a 87% increase in spins.

Brands That Uplift Women Win

Female artists are dominating the stage, box office, and more. Taylor Swift’s Eras tour brought in $2.2B, making it the highest-grossing tour for two years in a row. Meanwhile, Beyoncé’s Cowboy Carter tour broke a record for the highest-grossing, single-venue engagement by a female—earning $55.7M from five nights. 

Despite the accolades, women are still too often typecast in US ads, with the majority of female characters being portrayed in domestic roles and very few in leadership roles. Women want to be celebrated and not misrepresented. In fact, more than half of female listeners say that brands can be more relevant to them if they uplift women with positive messaging. The brands that champion unique and authentic female stories are the ones that stand out—and win hearts.

Target Females Effectively with These Solutions 

Ready to connect with this influential audience and get your brand in front of them? Here’s how you can resonate with female listeners with SiriusXM Media. 

Sponsored Stations 

Sponsored Stations are a great way to align your brand with the music women love. By surrounding existing stations organically with high-impact branding, this ad type allows you to meet an engaged audience and show up where it matters most.

Need a little inspiration? Sponsored Stations like Girl Power, Women in Hip Hop, and Del Corazón have a majority female listenership and illustrate how women continue to take over male-dominated genres.

Artist Targeting 

To reach your audience effectively, understand what’s in their playlists. With Pandora’s artist targeting, you can tap into more than just communities but die-hard fandoms. Reach Sabrina Carpenter's army of pop-loving coquettes or Chappell Roan’s fans who seek a sense of community and acceptance in their favorite hits.

Audience Targeting 

Looking to reach a more specific female audience? Maybe your brand is perfect for millennial moms who vibe to Y2K throwbacks? Or maybe you want to win over female small business owners pumping themselves up in the morning with power anthems? We offer various first- and third-party audience targeting solutions, including female music enthusiasts, female  business owners, and foodie moms. Our audience targeting solutions let you reach your perfect listener based on generation or age group, occupation, location, listening habits, and more. 

Promote Tracks on SoundCloud 

SoundCloud is the place where music discoveries happen, especially for younger, trendsetting women. This platform is a space where you can support the next generation of female talent AND put your brand in the spotlight by showcasing the music of emerging artists. Brands can get in front of audiences with custom branded visuals and high-impact presence across mobile and desktop. When you introduce listeners to their new favorite stars, you get appreciation and brand loyalty in return—it’s a win-win situation.

How We Delivered Lifts for a Baby Product Retailer 

A baby product advertiser previously partnered with us, with goals to drive offline sales and strong ROAS by reaching new and expecting mothers. Together, we developed a streaming audio campaign that utilized advanced audience targeting, incentivized listening, and Sponsored Station ads. The payoff? We delivered $3.2M total incremental sales driven by our campaign and a ROAS of 6.42:1 that exceeded the ODC norm by 6X.  

Reach Females Today and Tomorrow

Women are shaping the future of audio, both as listeners and creators. They want to hear female voices, feel represented and empowered, and connect with brands that understand them.

Ready to make your brand a part of this important conversation? Let’s talk.

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