How to See How Many Listeners a Podcast Has

Traditional thinking can lead brands to assume that bigger audiences mean higher value and better campaigns. And that’s not necessarily wrong. But when it comes to podcast advertising, more than sheer audience size goes into finding the right show—and network—for your message. 

Let’s look at why a podcast’s audience size matters, other factors to consider, and how finding the right podcast partnership delivers the results you’ve been waiting for. 

Why Does Podcast Audience Size Matter for Advertising? 

When assessing the sea of podcast options today, a show’s audience size doesn’t have to be a dealbreaker. Depending on your goals, there’s still value in a smaller audience, especially if you’re targeting a niche consumer group. Here are all the factors to consider. 

More Ears = More Impressions

There is no way around it: Audience size is hard to ignore, even when you consider all the other ways to find the ideal podcast audience. Finding a show that tops the charts and breaks listening records is one way to get more impressions. However, because a benefit of podcast advertising is impression quality, there’s much more to the picture. While you should always consider the audience size, remember that it’s only a piece of the equation.

Listeners Are Loyal to Hosts

It’s not just about the amount of listeners but the amount of loyal listeners—who aren’t just passive consumers but brand advocates that return to listen every week. Luckily, podcasts have some of the most loyal audiences in entertainment, thanks to their connection to their favorite hosts. With three in four listeners preferring ads voiced by the podcast host, brands can capitalize on the unique listener-host relationship.  

Context Drives Engagement (and ROI)

When advertisers find shows that align with their brand and are relevant to audiences, it’s less likely that listeners will skip the podcast ads. In turn, this leads to increased campaign awareness and unaided recall. It’s why nine in 10 podcast listeners take any action after listening to a podcast ad.

Quality Impressions Are Cost-Effective

When you think of ad impressions, it’s not always the total number that matters but the quality. For instance, a soft drink brand can benefit from advertising to mass-media audiences because everyone gets thirsty, and carbonated beverages have a wide appeal. However, by comparison, an EV minivan advertiser has a smaller, more targeted consumer base. And a consumer group looking for vegan cupcakes is equally niche and targeted. In these cases, advertising to a general audience could mean wasted budget. By looking for the right podcast and audience, you’ll get that much closer to quality listeners and quality impressions. 

How to Tell if a Podcast Is Popular

It’s fairly common for a podcast’s listener data and audience information to be unavailable to the general public. However, there are multiple ways to get a general idea of total listener count, from social media metrics to public rankings. 

Look for the Top 50 Podcasts List

To shine a spotlight on popular podcasts, sources like Edison Research, widely considered the authority for audio and podcast data, routinely publishes rankings of the top shows in the US. In the first quarter of 2025, top titles in the SiriusXM Podcast Network made the list, including Crime Junkie, Pod Save America, SmartLess, and more. In addition, most common podcast platforms will publicly share rankings based on their own user data—giving you a good sense of trending shows and their audience reach.

Consider YouTube Views and Social Media Following

These days, podcast hosts are all-in-one influencers and omnichannel creators. Finding the preferred platform of your audience can boost the quality of your impressions. With podcast consumption at an all-time high, 47% of listeners are video podcast viewers, with YouTube and social media being the leading channels. Brands can use the public data of podcasts’ social media pages to their advantage, whether it’s perusing the subscriber count of Team Coco on YouTube, average video views of Rotten Mango on YouTube, or the engagement rate of Call Her Daddy on TikTok. 

Find Data Directly From the Podcast Network

Podcast listener information is sometimes available directly from podcast publishers. You can also avoid the guessing game by reaching out to a podcast network to find the data you’re looking for, whether it’s the audience profile (age, ethnicity, gender) or monthly podcast downloads. 

What Are the Benefits of Sponsoring a Podcast?

Reach Niche Audiences

Podcast advertising lets you reach specific, highly-engaged audience segments, whether your target group is diverse, news-obsessed Zoomers or pop culture-loving millennials. With the amount of advanced targeting available, from demographics to predictive behaviors, there’s no box you won’t be able to check.

Build Brand Trust and Affinity

When you advertise on a podcast, listeners perceive your brand as supporting the creators they love, creating positive associations. And if you create long-term relationships with podcasts, this means even more consumer trust and brand familiarity. In fact, one in three listeners report that they feel more trust toward brands that sponsor their favorite podcasts repeatedly.

Use Host Reads as an Influencer Play

Host reads have unmatched advantages when it comes to podcast ad types. When hosts personally endorse products and add their own flair and personality to the message, it feels like a recommendation from a trusted friend. This host-listener connection leads to higher ROI, as three in four listeners prefer ads voiced by the podcast host.  

Other Factors to Consider When Choosing a Podcast

Since audience size isn’t the end-all, be-all of podcast advertising metrics, let’s look at some of the other factors that can influence which show you decide to advertise with. 

Over-Indexing Audience

Demographics matter significantly in podcast advertising. Different shows attract different audiences—whether they’re younger or older, women or men, or multicultural. Some podcasts are more attractive to high-income households, while others are more relevant to those in specific regions. Understanding these over-indexed audiences helps ensure your message reaches the right listeners. For example, our podcast network is #1 with women, making us the ideal fit for brands looking to reach this demographic (you know, just over half of the US population). 

Release Schedule

A podcast's release schedule affects how often your ad reaches listeners. Regular release schedules (daily, weekly, or monthly) can help maintain consistent brand exposure and message frequency, which is crucial for campaign effectiveness. 

Monthly Downloads

While not always publicly available, finding a podcast’s monthly download numbers can help gauge a show's reach and stability. For instance, The Mel Robbins Podcast has over 37M US monthly downloads , while The Fantasy Footballers has 6M. Finding a podcast that performs well consistently, and isn’t inflated by the occasional spike, is always recommended. Network-provided data can give you insight into both individual show performance and broader network audience metrics.

Get Started With SiriusXM Media

We can help you find the perfect shows for your brand, whether you're looking for mass or niche audiences. Our extensive network includes shows across every category, and our team offers advanced targeting solutions, detailed audience insights, and more to ensure your campaign succeeds. 

Ready to maximize your podcast advertising impact? Let’s talk.

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