Get Reach & Results: Add Streaming Audio to Podcast Campaigns

Digital audio is booming, and the volume is only getting louder. Over 200M consumers have listened in the past month, and the medium has seen a staggering +49% increase in digital audio listeners in the past decade. This growth isn't just about an increasing audience donning their headphones and using their smart speakers—it's about a fundamental change in how we consume media and the rise of online audio over other media formats.

For advertisers, this consumer shift presents a massive opportunity. However, some brands may treat streaming audio and podcasts as separate entities, investing heavily in one while discounting the other. This "either/or" mentality leaves a significant amount of reach, engagement, and dollars on the table. To truly capture the attention of today's evolving digital audio audience, you need a strategy that leverages the strengths of both channels. Explore the potential of adding streaming audio to your podcast campaigns. 

Music drives digital audio growth

While the buzz around podcasts is undeniable, music remains the heartbeat of digital audio. In fact, 74% of time spent with audio is dedicated to music. For advertisers, this data represents a massive, engaged audience that is plugged into streaming audio.

Consider the daily habits of the average audio listener. About 43% of Americans ages 13 and up listen to streaming music every day. They aren't just listening for background noise; they are using music to enhance their day and influence their emotions. Nearly eight in 10 listeners say music improves their mood and 67% choose specific artists, albums, and genres to match their mood.

The emotional connection between music and listeners creates a prime environment for brands. Aligning your message with listeners’ moods enhances the experience instead of interrupting it.

Own the music landscape with SiriusXM Media

To capture the streaming audio audience, you need scale. Luckily, we offer the largest collection of music streaming apps, solidifying the SiriusXM Streaming Network as #1 in ad-supported scale. We don’t just offer reach; we help you reach the right people with precision.

When you partner with our streaming network, you gain access to powerful platforms, logged-in user data, immersive ad formats, and advanced targeting capabilities that go far beyond basic demographics.

Pandora: The power of ad-supported audio 

Pandora remains a powerhouse in the ad-supported streaming audio space. An impressive 87% of Pandora users listen on the free tier, meaning the vast majority of the audience is reachable by advertisers. And with 99% of Pandora listening being music, advertisers have the perfect opportunity to align their brand with the tunes listeners love, from R&B hits to trending country tracks.

SoundCloud: The pulse of culture

SoundCloud offers a gateway to a young, diverse, and highly influential audience. Similar to Pandora’s listeners, 90% of SoundCloud’s audience listens on the ad-supported tier, and 99% of their listening is music. This platform is where trends are born, making it an essential destination for brands looking to stay culturally relevant.

Pandora automates music discovery and curates listening

One of the reasons streaming audio platforms are so popular with listeners is because of their unbeatable music discovery capabilities and algorithms that are customized just for them. Users trust these platforms to be their DJs and curators. Four in 10 listeners say Pandora plays music they know and love, while over half say they like it when streaming audio services curate their experience based on their music preferences.

Listener trust builds deep loyalty. In fact, 44% of Pandora's loyal listeners have been using the app for more than 10 years. This longevity provides advertisers with a stable, reliable audience who will continue to stick around and trust the platform's environment (and therefore your messages). 

Music fans are locked-in and ad-receptive

A common misconception is that streaming audio ads are skipped over or tuned out. However, our listeners are highly engaged and willing to take action when brands are advertising on a platform they trust and associating with their favorite music.

Here’s the proof: 56% of our listeners took action after hearing a streaming audio ad. And when it comes to ad-supported listeners, 53% have taken action after hearing an ad, from buying a product to searching for a brand.

On SoundCloud, listeners are highly engaged and ready to act, too:

• 57% more likely to have visited a brand website in the last month

• 1.7x more likely to discover brands through music streaming ads

• 1.5x more likely to purchase brands advertised on the platform

Music and podcasts are a power pairing

Here’s the critical insight for modern media buyers: Streaming audio and podcasts aren’t in competition; they are complementary.

We analyzed over 3K streaming audio and podcast campaigns and found virtually no audience overlap between the two formats. This means that if you are only buying podcasts, you are missing a completely different and unique audience that is listening to music—and vice versa.

By combining the two channels, you unlock massive incremental reach:

• +100% incremental reach by adding SiriusXM and streaming audio to your podcast campaign

• +89% incremental reach by adding SiriusXM and podcasts to a streaming audio campaign

Beyond the numbers, combining channels offers creative flexibility. You can repurpose a single set of creative across all platforms, or tailor your creative to target podcast listeners atnd music streamers and their varying mindsets. 

To sum it up, without music, advertisers who invest only in podcasts are missing out on unmatched scale, emotional resonance, and cultural relevance. Without podcasts, advertisers who invest only in streaming audio miss out on the deep connection between podcast hosts and their listeners. Together, they cover the full spectrum of the listener's day and routine and fulfill their various entertainment needs. 

Driving full-funnel lifts on streaming audio and podcasts

Combining streaming audio and podcasts drives real business results across the funnel. In a past success story, a premium TV streaming service wanted to boost awareness, ad recall, and purchase intent.

The campaign targeted podcast listeners and audio streamers aged 18+, utilizing third-party audience targeting to reach crime TV viewers, OTT streamers, and news TV viewers. The solutions included host-read ads, announcer reads, and streaming audio and mobile display ads.

Here’s what the overall campaign pulled off:

• +4 pt lift in ad recall

• +3 pt lift in brand favorability

• +2 pt lift in consideration intent

• +2 pt lift in purchase intent

All creatives performed well, driving statistically significant lifts across various metrics. The proof is in the numbers, showcasing that a diversified audio strategy resonates deeply.

Get started with SiriusXM Media

The audio landscape is vast, but your strategy doesn't have to be complicated. By breaking down the silos between streaming audio and podcasts, you can double your incremental reach and connect with audiences in the moments that matter most.

Don't settle for half the picture. Leverage the full power of digital audio to drive real results for your brand. Let’s talk.

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