Turn attention into action with the SiriusXM Podcast Network

Advertisers aren’t just looking for audiences they can reach—they’re looking for consumers who are ad-receptive, responsive, and inclined to take action. To better understand the “why” and “how” behind this consumer responsiveness, Sounds Profitable conducted a comprehensive analysis of the ad-supported landscape. Surveying over 5K Americans aged 18 and up, the study examined how people consume content, the attention they give, and how they engage with advertising in today's dynamic media environment—where attention is the ultimate currency. 

While exploring the data, one audience stands out not just for their reachability but for their receptiveness and action-oriented behavior: SiriusXM Podcast Network listeners. Compared to total adults 18 and up, they consistently demonstrate greater engagement and intent after exposure to advertising, making them a highly valuable audience for advertisers looking to drive full-funnel impact. And that’s just the beginning. Keep reading for deeper, data-driven insights into what makes our audience so valuable.

1. Podcast Ad Impact and Effectiveness                                                                

When it comes to podcast advertising specifically, SiriusXM Podcast Network listeners outperform the general population in terms of engagement and responsiveness. Compared to total adults, our podcast listeners are significantly more likely to take concrete, measurable actions after hearing a podcast ad, proving that this environment is uniquely effective at moving consumers beyond passive listening and into active participation. 

Compared to the total adult population, those exposed to our network’s podcast ads in the past three months were significantly more likely to take the following actions.

These findings are particularly meaningful for brands focused on full-funnel marketing strategies. While many platforms are effective in driving awareness and reach, few are successful in guiding consumers through the entire purchase journey. What makes the podcast environment so powerful is its unique combination of attention, trust, and intimacy. And when ads are delivered through trusted voices, these brand messages can influence consumer behavior across the full funnel with measurable impact. 

2. Ad Interaction and Engagement

Unlike the general population, who often skip or ignore ads (50% skip rate), our podcast listeners are far more engaged. They don’t just tolerate advertising, they interact with it, act on it, and talk about it. And the research shows that SiriusXM Podcast Network listeners outperform the general population across key engagement metrics. 

Take a look at how our podcast listeners compare to total adults when surveyed on actions taken after exposure to any ads. 

The data strongly indicates that our podcast listeners are actively leaning in when they encounter ads. From talking about products, to redeeming offers, to visiting brand websites, they’re taking action. For brands seeking a highly engaged, influential audience that turns advertising into conversation, and conversation into conversion, our podcast network is where attention drives positive outcomes. 

3. Purchase Behavior and Responsiveness to Advertising

What sets SiriusXM Podcast Network listeners apart from the average consumer is their higher rate of conversion. According to The Advertising Landscape 2025 report from Sounds Profitable, our podcast listeners are 1.9x more likely than the general population to purchase a product or service after exposure to an ad. What’s even more compelling is how their purchase intent increases across audio, video, and social platforms, highlighting the value of cross-platform campaigns. 

Here’s how SiriusXM Podcast Network listeners compare to the total adult population when surveyed on purchases influenced by ads across media types.  

SiriusXM Podcast Network listeners are active across digital and traditional channels, making them ideal for brands aiming to optimize reach, frequency, and conversion. The TL;DR, they’re  primed to convert, regardless of where they encounter the message. For brands seeking measurable outcomes, it starts with the SiriusXM Podcast Network. 

4. Behavioral Traits of High-Value Consumers

Beyond their strong responsiveness to ads, SiriusXM Podcast Network listeners exhibit distinct behavioral traits that make them highly valuable to brands. They’re more open to discovery, more likely to trust and rely on advertising for purchase decisions, and actively recommend products to others. Digitally-savvy and brand-conscious, they prefer shopping online and prioritize brand over price, making them ideal targets for brands looking to drive awareness, adoption, and advocacy.

Here’s what we found when comparing our podcast listeners to total adults:

5. Future Purchase Intent: A Strong Signal of Consumer Momentum

Our podcast listeners not only act on advertising more frequently, they also show a stronger intent to make future purchases across key categories. They’re more likely than the average consumer to make a purchase or switch providers in the next three months, making our podcast audience a prime in-market opportunity. 

For advertisers, the elevated purchase intent among SiriusXM Podcast Network listeners presents a compelling strategic advantage. Not only is this audience significantly more likely to recall and respond to advertising, but they’re also closer to the point of purchase, especially across key verticals such as CPG, QSR, entertainment, travel, and financial services. And these high-intent actions aren’t passive. They indicate a readiness to act, as previously shown by their actions taken after hearing or seeing an advertisement. When paired with elevated trust in ad content and stronger receptivity to brand messaging, podcasts are an ideal environment where campaigns don’t just get noticed—they drive results. 

The Premium Listener Segment

In the attention economy, capturing attention is crucial. The SiriusXM Podcast Network listener isn’t just your average media consumer, but the ideal audience for brands looking to drive impact. They’re not only accessible—they’re highly engaged, brand-aware, and ready to take action—outperforming the general population in intent and action. 

For brands seeking to break through the noise and connect with consumers who truly listen and act, the SiriusXM Podcast Network isn’t just a smart investment, it’s a strategic advantage. Let’s talk. 

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