Soulsyncing: Finding Comfort Solo or in the Crowd

Today has never felt more connected and disconnected. Despite all the devices at our disposal, it’s easy to still feel cut off from the world, what with the heavy news cycle, never-ending comparisons on social media, and nonstop questioning of what’s real or not online. However, people still feel an overwhelming need to connect. 

Audio highly delivers on all fronts, from bringing podcast fans together, to creating communities of niche music lovers, to deepening self-connection. As the world feels more isolating, people turn to shared audio rituals and collective experiences to feel part of something bigger than themselves. This is what we call Soulsyncing, one of the trends in the SiriusXM Media Culture Index. 

Soulsyncing exists on a spectrum, and it looks different from listener to listener. For some, it’s attending a concert for their favorite artist and connecting IRL with thousands of other screaming fans. For others, it’s hibernating at home and listening to a self-help podcast to recharge and reset. No matter your preference, audio is the common denominator.

Changing the narrative on our fragmented era 

The years following the 2020 pandemic brought isolation and a reliance on digital devices. For some, they’re still reeling from the after-effects, from rapid change to overstimulation. While we all have our unique ways of coping, here’s what we have in common: 73% of listeners ages 18-49 seek experiences that make them feel part of something meaningful. 1Some look for normalcy by attending live events. We’re seeing this on full display when it comes to concerts and festivals. This year’s Coachella saw a record when both weekends sold out within 45 minutes—the fastest sellout in history. Additionally, the global music festival market is expected to exceed $24.5B by 2034. 2 But Soulsyncing isn’t just about connecting at IRL events. Many listeners find meaning and healing by listening to audio by themselves and relying on online communities. 

No matter how listeners seek connection—alone or with others, at home or out and about—audio offers reassurance that we’re not navigating this moment alone. 

Sanctuary: Finding peace in digital audio 

On one end of the Soulsyncing spectrum is sanctuary. This side appeals to 65% of listeners who say they turn to mindfulness activities when they need an emotional reset. 1 They’re doing the internal work by leaning into the nuances of spiritual music and conversations and connecting with fellow listeners across genres. When it comes to podcasts, they’re specifically looking for mindfulness conversations. These shows allow listeners to process their struggles on their own time, creating a ritualized pause in a chaotic environment. To tap into this side of the spectrum, partner with shows like The Mel Robbins Podcast and Making Space with Hoda Kotb, where listeners look for answers on dealing with difficult people, feeling like themselves again, starting over, and much more. It comes as no surprise that we’ve seen a +455% growth in downloads for The Mel Robbins Podcast in Q1 2025. 3

Meanwhile, when listeners want to press pause on interviews and conversations and hit play on music, they turn to faith-based or meditative music, which offers grounding and guidance for listeners. This audio reaffirms their identity, helps them navigate their daily challenges, and builds a community without having to share physical space. To find listeners in this mindset, sponsor Pandora stations like Meditation, Christian Contemporary, and Gospel. Christian Contemporary is especially popular, seeing a +15% increase in total listeners this year. 3

As you target listeners looking for sanctuary, tailor your creative to show that you understand the stressors that consumers face day to day and honor the safe space audio creates. Plus, invest in long-lasting campaigns with these audiences to build trust and connection beyond a short flight. 

Communion: Seeking a physical community with others

On the other end of the Soulsyncing spectrum is communion. For this group of listeners, connection is more literal. They want to be surrounded by others and screaming the lyrics in unison to a headliner at Coachella or dancing to their favorite artist on their tour. After all, 40% of listeners say they feel more emotionally open in group settings than on their own. 1 Audio has no shortage of live events, and listeners can find an experience that fits any preference, vibe, or genre. 

Concerts are an obvious choice, as listeners’ love for music is amplified when they’re surrounded by hundreds of other huge fans. The collective experience is affirming and uplifting for attendees, taking their fandoms even further. When you partner with us, you’re tapping into more than our networks and platforms but IRL experiences. From our annual El Pulso concert in Miami, to Music Row Happy Hour, we work with leading sponsors to bring together music superfans and their favorite artists for one memorable night. 

But remember, concerts aren’t the only IRL events for audio lovers. Live podcast shows are becoming increasingly popular, with hosts going on tour to perform their show on stage. Leading shows like The Nikki & Brie Show, Hidden Brain, and Conan O'Brien Needs a Friend are jumping on the trend. For one night, fans get a break from their headphones and aren’t limited to their screens in seeing their favorite host. Passive listening transforms into active participation with these immersive experiences. When you sponsor one of these events, you’re on the fast track to boosting awareness, creating positive associations, and driving sponsor consideration. 

Where your brand comes in 

Comfort takes many forms, and you can show listeners that you’re there for them by investing in consistent audio campaigns and live activations that speak to their unique needs and demonstrate your reliability and trustworthiness.

Here’s the formula for success to win over listeners on all ends of Soulsyncing: 

• Create moments of collective release: People want to feel in sync with others—on dance floors, in sold-out arenas, or digital spaces that feel communal. Use moments like concerts, festivals, or even watch parties as ritual-like activations—with emotional cues, guided intros, or brand rituals.

• Ritualize the brand experience: Consumers are drawn to structured, repeatable, emotionally rich interactions that mimic sacred rituals.

• Design for emotional immersion: Lean into longer-form storytelling, audio-first experiences, or cinematic world-building that encourages presence and participation.

Power up Soulsyncing with SiriusXM Media 

Whether listeners are seeking solitude and self-reflection or craving the energy of a shared experience, audio helps them feel connected to themselves, to others, and to something larger. 

We help brands tap into these moments of comfort, reflection, and collective joy through our can’t-miss events, trusted voices, and leading platforms and networks. When people are looking for connection, audio is where they find it—and where brands can become part of the experience.

Let’s chat. 

Explore the SiriusXM Media Culture Index