Why Advertisers Can Rely on Audio When Consumers Cut Back

The economics of the country are shifting. Rising costs, inflation, and global uncertainty are reshaping everyday life, pushing consumers to be more intentional about where and when they spend their money and rethink what truly brings value. 

Consumers look for comfort, reliability, and trusted voices to guide them. That’s where digital audio shines. Music and podcasts aren’t just entertainment, they are a reflection of how consumers are feeling, a source of comfort and connection, and a place they turn for guidance and hope in difficult times. And consumers are coming to our platforms and networks for all of that and more—and it’s where brands can reach them with relevant messages. 

Economic Impact on Consumer Behaviors

When recessions or economic slowdowns hit, consumers typically shift their priorities. Big purchases take a back seat, and the focus leans more towards value. In times when splurging isn’t an option, people look for affordable ways to find joy, connection, and meaning. 

With consumers learning new skills (80%), focusing on essentials (81%), and saving and budgeting more than before (88%), ad-supported digital audio is both budget-friendly and a breath of fresh air. Music and podcasts are always accessible, and they offer a big emotional payoff—giving consumers a chance to escape to a world that offers comfort and community. In fact, 75% of listeners say they use audio to relax and disconnect from what’s going on. Brands can meet consumers in moments when they’re turning to audio, and when they’re focused, receptive, and open to influence. 

Music: Your Economic and Cultural North Star

Popular music has always mirrored the hottest cultural moments. In times like these, listeners flock to uplifting, high-energy songs that provide excitement and fun. You’ve heard people talk about recession pop: the resurgence of artists like Lady Gaga, Ke$ha, and The Black Eyed Peas. But it’s more than a recession indicator, music from artists like these taps into nostalgia, taking listeners back to a time to a more fun, carefree time and vibe. 

We see almost 70% of listeners seeking out positive or uplifting audio content when feeling overwhelmed, meaning artists like Lady Gaga—who bring on the wild and fun beats of pop—provide listeners with exactly the vibes they’re looking for. And artists have notoriously kickstarted cultural phenomena with moments like viral drops or surprise albums. 

Advertisers can use this opportunity to align with the mood of the listener, using ads on platforms like Pandora and SoundCloud that uplift and carry a stronger emotional resonance. And when those viral moments hit, brands can ride that wave, too, keeping their finger on the pulse of culture, and joining the conversation. 

Podcasts Offer Guidance and Comfort

Podcasts are known for offering an intimate, trusted listening environment where audiences feel a deep connection to hosts, meaning podcast advertising is an effective tool of brands that want to form lasting connections. We’ve seen podcast listenership surge during times of uncertainty. Between 2018 and 2021, monthly podcast listening grew +58%, with another +10% jump in the heat of the pandemic (2020-2021).  

This increase in listenership combined with the state of the economy today has led to more people turning to business and finance podcasts more than ever before, showing a +31% increase in listenership year-over-year. Podcasts provide practical tools for listeners, like financial literacy, self-help, emotional support, storytelling, humor, companionship, the list goes on. Listeners are leaned in with the authentic, knowledgeable voices behind the mic, and your brand can fit seamlessly into this trusted space, especially when your ads feel like a natural addition to the content. Nearly half of podcast listeners (49%) say they feel a deeper connection to podcast hosts more than other media figures, and 51% of them say audio content is one of their main sources of information and news in times of uncertainty.

With the SiriusXM Podcast Network, advertisers can tap into this trusted environment at scale. 

Why Audio Endures

Unlike some other types of media, audio consumption continues to grow even in economic downturns. People don’t stop listening; they actually end up listening more. At their fingertips, consumers have access to personalized playlists, on-demand podcasts, and live programming that have become a part of their daily rituals to keep their spirits up. With Pandora, SoundCloud, SiriusXM, and the SiriusXM Podcast Network, listeners have an extensive catalog of content to nourish their cravings, and advertisers get access to unmatched audience reach. And when advertisers need to make every dollar count, digital audio stretches your ad dollars further. 

Make Your Ad Spend Count

Audio offers something unique; it’s both a comfort to consumers and a performance driver for brands—delivering serious results no matter the economic climate. Consumers are taking their hard-earned money and being more thoughtful and intentional with spending. For example, 67% of consumers have already or are planning to downgrade their entertainment subscriptions to ad-supported versions due to economic uncertainty. This means it’s a great time to tap into ad-supported entertainment. And did we mention that 87% of the SiriusXM Streaming Network's listenership is ad-supported?  

With incremental reach, audio hits audiences that other channels miss, and highly engaged listeners are tuned in. These trusted environments give your ads space to sit within safe, credible, and emotionally rich contexts. When the economy challenges both consumers and advertisers, audio provides a space where both find value, and SiriusXM Media gives brands the access they need to fit in organically and authentically.  

The Bridge Between Consumers and Brands

Audio is more than just the soundtrack to listeners' daily lives, it’s a bridge. It connects people with comfort, community, and guidance. And it connects advertisers with receptive, emotionally engaged audiences who are looking for a north star in a confusing time. 

In times of uncertainty, SiriusXM Media helps brands show up where it matters most, giving consumers something to lean on while driving measurable results for advertisers. If you’re ready to be a brand that listeners can rely on, let’s chat. 

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