idobi: Where Alternative Music and Young Audiences Collide

The world of alternative music has always been a space for those who march to the beat of their own drum. It’s a genre that’s not defined by a single sound but a shared spirit of independence and a desire to push boundaries. This is the audience that powers idobi, the premier destination for alternative music.

Originally a trio of radio stations, idobi has grown into a media brand. Today, it connects with alternative music lovers through streaming audio and mobile. As one of our exclusive publisher partners in the SiriusXM Streaming Network, idobi offers advertisers a direct line to a young, highly engaged, and influential audience. Let's explore what makes this platform a must-have in your media plan.

Gen Z and Millennials Get Their Alternative Music Fix Here

Alternative music fans are some of the first to discover emerging artists and pride themselves on curating playlists that push creative boundaries. idobi resonates deeply with Gen Z and younger millennials.

The numbers speak for themselves:  

• 76% of idobi's listeners are under the age of 34

• 24 is the average age the idobi audience

• 75% of listeners are between the ages of 18 and 34

What sets idobi apart isn't just the age of its audience but their dedication. This audience is anything but casual: The platform receives 1.2M monthly unique visitors (MUVs) in the US.

These listeners seek out new artists before they hit mainstream success, attend live shows, and form deep connections with the music they love. For brands, this translates to an audience that's not just young, but also highly engaged and influential within their peer groups.

Subgenres Are the New Mainstream

The music landscape is constantly changing, and subgenres are increasingly taking center stage. Alternative rock, for instance, leads all subgenres in growth in the US, according to the 2025 Luminate Midyear Music Report. Subgenres are replacing the mainstream, and Gen Z and millennial listeners are helping drive this trend by moving away from monolithic tastes and embracing more niche, community-driven music scenes.

idobi excels at reaching these hyper-specific audiences—young listeners who are deeply interested in alternative music and its various subcultures. Whether fans are listening to pop-punk, metal, or indie music, the platform serves as a cultural hub for fans who want more than surface-level engagement with their music.

This shift away from the mainstream presents a golden opportunity for brands. Rather than casting wide nets with generic messaging, successful advertisers can lean into specific communities and personalize their messaging approach. idobi's alternative music audience allows brands to craft targeted messages that resonate with a passionate, engaged demographic that values authenticity and genuine connection to the cultures they love.

Discover the Other Partners in the SiriusXM Streaming Network

The SiriusXM Streaming Network is a powerhouse, and idobi is just one part of what makes it so diverse and effective. Our exclusive publisher partners complement our larger platforms like Pandora and SoundCloud, allowing advertisers to further extend their reach into niche and influential audiences. 

Here are a few other partners (and there are more where these came from that help our network stand out).

Sonos

Smart speakers have become a household staple, transforming living rooms and kitchens into dance parties and personal concert halls. Sonos is a platform that offers ad-supported listening from the comfort of one’s home. With over 70% of its listeners having a household income of over $100K and nearly 60% being parents of children younger than 18, Sonos offers access to affluent, tech-savvy families. Advertising on Sonos means becoming part of daily home life, from morning routines to evening wind-downs.

Audiomack

If you're looking to connect with a young, diverse, hip-hop-loving audience, Audiomack is the place to be. It’s where artists like Migos and Juice WRLD got their start and another destination where listeners go to discover music before it hits the mainstream. This platform empowers up-and-coming artists and is a hub for multicultural fans seeking diverse music. Over nine in 10 (94%) of the platform’s listeners are multicultural, and 80% of US streams are in the hip-hop or Afrobeats genres. And with over nine in 10 (93%) of its listeners being under the age of 34, Audiomack is essential for brands looking to reach the next generation of culture-shapers.   

Driving Full-Funnel Success with Young, Alternative Music Fans

Combining the reach of the SiriusXM Streaming Network with young, targeted audiences drives real results, and we’ll prove it. An entertainment advertiser came to us to promote a new movie release and boost awareness, brand consideration, and purchase intent. 

The entertainment advertiser was highly specific about who they were targeting, looking for Gen Zers and millennials, ages 25-34, with high household incomes of $75K+. Using advanced targeting, the entertainment advertiser zeroed in on moviegoers and alternative music fans across the SiriusXM Streaming Network. Using a mix of contextually relevant messaging and sound effects, the campaign saw impressive results. 

Among consumers between the ages 25-34, we saw:  

• +8.7 pts lift in purchase intent

• +4 pts lift in brand consideration

• +3.7 pts lift in brand awareness

The campaign also drove exceptional results among those with a household income of $75K-$100K:  

• +23.4 pts lift in brand consideration

• +21.4 pts lift in ad recall 

• +19.8 pts lift in brand awareness

By leveraging contextually relevant messaging and advanced targeting, brands can connect with consumers in a meaningful way and drive full-funnel success. 

Reach Your Ideal Audience with SiriusXM Media

The world of alternative music offers a direct path to a young, influential, and highly engaged audience. Platforms like idobi are not just streaming audio services; they are cultural hubs where communities are built and trends are born. By partnering with the SiriusXM Streaming Network to advertise on idobi, you can tap into the vibrant alternative music scene and make your brand part of the conversation. Here’s a tip: Bundling our exclusive publisher partners (idobi) with our larger platforms (Pandora and SoundCloud) allows you to achieve both scale and specificity, ensuring your message reaches the right ears and goes even further. 

Ready to connect with the next generation of music fans? Let's talk.

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