Get to Know Podcast Listener Demographics and How to Reach Them

Ever wonder who is tuning into podcasts and why it matters for your brand? With podcast consumption gaining momentum, understanding the audience demographics and who’s tuning in is crucial for crafting an effective advertising strategy. 

Understanding Key Podcast Audience Demographics

Creating an effective podcast advertising strategy is all about understanding your audience. SiriusXM Podcast Network audiences cross all ages, genders, and interests—from sports content, to entertainment, to true crime. And with 70M listeners on our network, there's a huge opportunity for brands to tap in. Advertisers looking to resonate with these audiences can craft targeted marketing strategies that resonate with specific groups and their interests. 

Age and Gender Influence on Podcast Listening Habits 

Let’s dive into the age, gender, and cultural diversity of the modern podcast consumer, how they’re shaping listening habits, and how the SiriusXM Podcast Network influences listener behavior. Soon, you’ll have the insights and access to the right tools to tap into this dynamic audience and refine your podcast advertising approach.

Teen Podcast Listeners

In the era of oversaturated media exposure, podcasts are a sanctuary to US teens ages 13-17. They stand out as a place to find authentic, real content that resonates. And they’re loving the vibes—with one in two teens tuning in to a podcast in the last month.  

More than just a voice in their ear, teens see podcast hosts as trusted companions they’ve formed a relationship with over time. Brands can tap into the relationship when they utilize host reads and sponsored content on their favorite shows. Teens are eager to hear more and spread the word to their loved ones, like the 47% of listeners 13-17 who say they would recommend a podcast to a friend or family member to connect with them.

How to Activate

Teen podcast listeners are hooked on comedy, horror, and self-discovery, tuning into shows like 99% Invisible, Scared to Death, and Freakonomics Radio. 

Gen Z Podcast Listeners

As the generation that grew up immersed in the digital era, Gen Z gets creative about the type of content they’re listening to and look for high-quality audio experiences above all else. Young and bold, Gen Z adults born between 1997 and 2012 care about topics that circulate the media and they’re strong advocates for trustworthy content. In fact, one in three of Gen Zers ages 18-24 listen to podcasts about controversial topics that aren’t covered in other media.  

When they tune in to their beloved podcasts, they expect the same energy from your brand. They’re looking for real, trustworthy conversations. And they’re leaning in with brands who show up in the space in ways that align with their outlook on life—38% say they prefer brands that share the same values as podcasts shows or hosts they like. Gen Z adults have positive feelings about the voices they’re tuning into, like 53% of Gen Z listeners who say podcasts bring joy to their lives.

How to Activate

Gen Z podcast listeners in this generation are into true crime, comedy, and society & culture podcasts, staying up to date with shows like Rotten Mango, Call Her Daddy, and The Optimist Project.

Female Podcast Listeners

If you haven’t heard by now, women are big podcast fans. Nearly four in ten female podcast listeners are aged 18-34, and over 60M of them are tuning in to podcasts monthly. That’s 52% of US women who are plugged in and eager to hear from, support, and rally behind other women and the shows they host.  

Female podcast listeners are looking to brands that show the same love and support they dish out to their favorite female-led shows, like 45% of female listeners say they are more likely to consider a brand advertising on a female-hosted podcast.

How to Activate

Female podcast listeners are all in on female-hosted podcasts, listening to true crime, wellness/self-improvement, and entertainment & celebrity gossip shows like Crime Junkie, The Mel Robbins Podcast, and Let’s Talk Off Camera with Kelly Ripa.

Black Podcast Listeners

A global, cultural force, Black audiences are on the pulse of today's trends. They’re discovering new content, technology, and products before anyone else, making them the ideal audience to target on podcasts. Black podcast listeners are looking for cultural connection, and 60% say authentic representation of their cultures perspectives and experiences in podcasts connects them to that. And when it comes to hearing your ads, 62% of black consumers say brands should support social issues/movements that benefit diverse communities to stay culturally relevant. With their interests diversifying across a variety of topics, 67% of Black podcast audiences listen to and watch multiple or different podcasts on any given day or week. Looking to be a part of the hottest cultural trends? This is your audience.   

How to Activate

Looking for cultural connection and diverse content, Black podcast listeners are tuned in to shows of all different genres and topics, but they want depth and realness to play its part. They’re listening to genres in society & culture, comedy, and social justice, with shows like The Juice, The Read, and Pod Save the People.

Latino Podcast Audiences

Hispanic Americans are locked in with audio, with one in two never missing an episode of their favorite podcast. They’re looking to the voices and sounds that feel like a part of la cultura, and they want to hear from brands who bring representation, inclusion, and cultural relevance into the conversation. 

Over six in 10 Latino listeners say they’re more likely to buy from brands who represent them in their advertising. They take cultural authenticity seriously and they want to feel seen in the voices, languages, and brands that play a role in their audio consumption habits. 

How to Activate

Latino podcast listeners are serious about their culture, turning to podcasts to stay up to date with the latest trends happening in their community. They listen to genres like society & culture, sports, and comedy, with shows like De Todo Un Mucho, Fútbol Mania, and La Cortorrisa.

Podcast Networks Impact Listener Reach

Connecting with the right podcast audience demographics is key to a successful advertising strategy, and the network your messages run on matters. Brushing past the hype or spotting the difference between real opportunities and lackluster addressability can make or break your campaign. SiriusXM Media brings real reach and the real data to get your brand messages where they need to be, like on YouTube where video podcasts are booming, on the most popular podcast shows, and on the social media pages of the hottest content creators.

SiriusXM Podcast Network Connects Brands and Listeners

We’re your one-stop-shop for reaching any demographic. We’ve got more shows in the top 50 than any other podcast network, we’re #1 with women, and we’re #1 with listeners 55+, reaching 20% more than the next podcast network. And did we mention we’re a leader among listeners 13 and up? We can connect your brand with the right audiences no matter the genre or the generation.

Redefine Your Podcast Advertising Strategy with SiriusXM Media

Understanding podcast demographics is key to refining your advertising strategy. We offer robust audience targeting, allowing you to pinpoint listeners, no matter who they are or how they’re listening.  

When you’re ready to reach the right podcast listeners in the right way, hit our line. 

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