Harvest Streaming Opportunities as Listeners Fall into Audio

Sep 8, 2023

Our listeners are celebrating the season with streaming audio, giving brands the opportunity to reach them ahead of the biggest shopping day of the year.

School’s open, pool’s closed. That’s a wrap on summer. And our listeners enjoyed one last big cookout to the sounds of streaming audio. Last year, they added 23% more Pandora stations on Labor Day than on any other Monday in September. But that’s just one of the many opportunities for brands to reach audiences on the SiriusXM Streaming Network.

Holiday Advertising Opportunities Are in Season

As leaves change and pumpkin spice takes over, streaming audio is there for mundane moments (like working and running errands), family bonding (like dinners and game nights), and holiday celebrations (like Halloween and Thanksgiving).

Streaming audio reaches audiences at key moments

Give Listeners a Thrill

From candy to costumes, Halloween is all about good times, with music enhancing the fun and frivolity. Listeners of all ages crank up campy favorites like “Monster Mash,” Spooky, Scary, Skeletons,” and “Deadman’s Party” as they indulge in cider and donuts. Pandora listeners were 13% more likely to tune in on Halloween in 2022 than they were in 2021.

Halloween themed Pandora stations help brands reach consumers

 With listening and engagement on the rise this fall, streaming audio is a frighteningly good place for brands to advertise. As consumers get ready for parties, wait for the next batch of trick-or-treaters, or just get into the spirit, they’re turning on music to get themselves in the mood. In addition to a massive increase in themed station adds, unique visitors to stations for artists with spine-tingling hits spiked last year, including a +331% increase for Halloween, a +122% increase for Jerry Lee Lewis, and a +48% increase for Danny Elfman.

Brands can reach audiences with Pandora and Halloween themed audio

Honor Their Family and Friends

Each year, Americans celebrate Día de los Muertos (Day of the Dead) in November, a Mexican tradition that flourishes in many parts of the country. Mexican Americans are the largest Hispanic ethnic group in the US, making up 62% of Hispanic people in the country. And based on our recent study, 43% of Hispanic American listeners ages 18 and older observe the holiday.

As they honor and pay tribute to loved ones who have died, music is there to enliven the celebrations with family and friends. Last year, our Día De Los Muertos Pandora station was number five for station adds, attracting +3,699% more listeners than the previous week. That’s not surprising when you consider that 75% of Mexican Americans say they connect with their culture through music. And with Pandora and SoundCloud reaching 13.7M Mexican Americans, brands can connect with them throughout the holiday season and beyond with streaming audio.

Show Some Gratitude for Co-Listening

Traveling, cooking, and feasting with family and friends—Thanksgiving is all about togetherness. And streaming audio is there to set the mood. The week of Thanksgiving saw the second highest engagements on Pandora compared to other weeks in 2022. And with the second highest listener traffic from connected home devices that week, chances are that audiences are co-listening with loved ones as they pass the mashed potatoes.

Pandora traffic spikes on Thanksgiving is great for advertisers

Brands can cook up advertising success throughout the week of Thanksgiving with streaming audio. Spikes in listener traffic and station adds make our Thanksgiving and Friendsgiving stations the obvious choices. But did you know that the chefs who make the big meal possible are turning to audio as they stir the gravy and knead the dough? Last year, Pandora’s cooking stations saw the most engagements the week of Thanksgiving than any other week in 2022.

Pandora audiences co-listen during Thanksgiving

Get in Early for Black Friday

Once the plates are cleared on Thursday, there’s one thing on everyone’s mind: Where can I get the best deals on Black Friday? And the SiriusXM Streaming Network puts brand messages in their ear throughout the week leading up to the biggest shopping day of the year. 

Reach Black Friday shoppers on Pandora

Ready to share in the streaming audio bounty of the season? Let’s talk. And if you want to know more about brand opportunities with digital audio this holiday season, download The Advertiser's Guide to the Holidays.


  • 1.

    Pew Research Center Profile of US Latino

  • 2.

    Cultural Pride Soundboard Study 2023

  • 3.

    SXM Media Hispanic Bilingual Soundboard 2022, Mexican Americans 18+

  • 4.

    MRI Simmons Fall Doublebase USA 2022

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