Podcast Advertising—and How We’re Making it Better

Oct 24, 2022

It’s all about you—helping you reach 59M podcast listeners. From targeting to creative to measurement, we can help you launch a better advertising campaign—now with podcasts.

Forget about platforms and think about content, ownership, and relationships—because that’s how you reach podcast listeners. With the SiriusXM Podcast Network, it doesn’t matter where audiences are listening (Stitcher, Spotify, Apple, iHeart, etc. does. not. matter.), your brand messages can reach them. And by “them” we mean 59M podcast listeners.1

1 in 2 Podcast Listeners

To put that 59M in perspective, you can reach half of monthly podcast listeners2 with our network. And our listenership just continues to grow, with 60% of our audience listening more than they did a year ago.3

59 million podcast listeners, 1 in 2 podcast listeners in US

Let’s cut through the braggadocio and get to the facts (but yeah, we’re probably going to brag a bit). What is the SiriusXM Podcast Network—and, more importantly, what can it do for your brand?

Podcasts. Made Better. 

Everything we do aims to make the podcast experience better. Better for listeners, for creators, and for publishers. We’re confident because we’ve done this before. You know the multi-billion dollar streaming business? We built that. Modernized it. Monetized it. And made it the premium listening experience it is today. Now, we’re rewriting the playbook for podcasts. 

Between our owned catalog and exclusive monetization partnerships, we offer advertisers access to more top 50 shows than any other network, including huge shows like Crime Junkie, Office Ladies, and Conan O’Brien Needs a Friend. We own Stitcher, Team Coco, and SiriusXM Podcasts, and we have exclusive relationships with NBCUniversal, Audiochuck, and Crooked Media just to name a few. And as big stars continue to take to the mic (think Quentin Tarantino, Roger Avary, Rob Lowe, Leslie Jones, Hoda Kotb, and Neil deGrasse Tyson), we’re adding them to our podcast universe.

More top 50 shows than any other network

But we’re not just about big shows. We’re committed to quality, diversity, and variety, and we love nurturing new talent. Part of the pull of the podcast medium is that there is something for everyone—no topic too niche, no fandom too obscure. From wrestling to hot gossip to role-playing games, we’ve got the craveable content that listeners from every walk of life at every life stage can’t get enough of.

What does that mean for you? It means you can reach these large, passionate audiences whether they’re listening to (more like binging and obsessing on) the most popular podcasts around or hidden gems still gaining traction. And, in case you missed it back there, you can reach these listeners no matter where they consume podcasts.

Better For Audiences

If you missed our 2022 Podcast Trends report (don’t worry, it’s right here), podcast listener demographics are shifting. The OG listeners were predominantly white males and skewed a bit older.4 While the OGs are still around and avidly listening, there’s a new listener on the scene. They’re younger, more evenly split between men and women, and more likely to be Black or Hispanic.4  

New Podcast Listeners More Diverse

The depth, breadth, and diversity of our network has something (more like several hundred things) for listeners new and old. We hit hard with multicultural content. From our More Sauce shows to our relationships with Pitaya and reVolver, we offer representation, diversity, and just damn good entertainment. And let’s not forget the ladies! We are #1 with women—with 48% more female listeners than any other podcast network5 (yup, more than Spotify and iHeart). 

What does that mean for you? It means no matter who you’re trying to reach, you can get your brand messages in their ears. Whether you’re introducing a new product to your current customer base or you’re looking to raise brand awareness with new demographics, you can achieve your marketing goals with our network.

Better for Brands

Because it’s all about you. From targeting to creative to measurement, we can help you launch a better advertising campaign—now with podcasts. In the coming weeks, we’re taking you through a deep dive into how we’re making the podcast experience better for advertisers. 

Here’s a preview.

  • Better Audiences – We not only have a large diverse audience, but we also offer a whole suite of targeting tools to help you reach your customers with the right content for your brand.

  • Better Content – We’ve spent years cultivating the right relationships and making the right moves to deliver the best network for listeners, creators, and advertisers. 

  • Better Ads – So much more than host reads (but also, host reads with some of the biggest names around). We offer brand reads, announcer reads, and custom integrations—not to mention Studio Resonate, our award-winning creative consultancy.

  • Better Measurement – Yeah, you can measure podcast advertising—at every stage of the funnel. There are a lot of options to choose from, and we can help you evaluate your campaigns.

We’re just getting started, so stay tuned. And in the meantime, drop us a line.


1. Q2 2022 Internal Metrics from Podcast User Logs

2. Total Monthly Podcast Listeners of 109M sourced from Edison Research, The Infinite Dial 2022

3. Edison Podcast Metrics Q2 2022

4. SXM Media, Publicis Media, and Signal Hill Insights, Podcast Consumer Journey Study, Q4 2021

5. Edison Research, Q2 2022 Podcast Metrics. SXM Media reach Includes Stitcher, NBC and Audiochuck Networks

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