Why Men Turn to Music—and Why Brands Should, Too

Music is woven into men’s everyday lives. Whether commuting, working out, relaxing, or discovering new artists, music accompanies everyday moments. Today’s men are getting harder to reach, but audio is the place they turn to to find connection—where brands can break through the overload of media and meet them in all the little moments that make up their day. For advertisers, those moments create natural opportunities to connect with male audiences in trusted, high-attention environments where brands become a part of the experience instead of an interruption.

Music is a part of men’s daily routines

For men, music is more than just entertainment, it’s part of their daily routines. Men spend four hours a day with audio, 1 and music makes up many of those everyday listening moments. One in three men say they couldn’t get through a day without it. 2 Whether they’re exercising, commuting, cooking, or running errands, music sets the tone for their activities and 63% choose artists and playlists based on their mood. 1 

For advertisers, that means music creates opportunities to reach men throughout the day—not by interrupting what they’re doing, but by becoming part of the moments they’re in. And with 68% of men saying music makes them happy, brands have the opportunity to show up in a positive, receptive environment that creates stronger brand-listener connections. 1 

Music reflects their identities

Music is one of the strongest expressions of identity. The artists, genres, and playlists men choose say as much about them as the hobbies they pursue. Men feel connected to artists and music that make them feel seen, heard, and understood. That’s why 73% of men listen to a wide variety of genres 1 and 77% say music is an important part of their lives. 3

Music preferences reveal men’s personalities, cultures, and lifestyles. Targeting men through streaming audio allows brands to align with the things they’re passionate about. Getting in on the artists, genres, and playlists men love helps create stronger attention, deeper engagement, and more relevant advertising experiences. 

Discovery happens through music

The music doesn’t stop with their favorite artists. Men are constantly discovering new music, revisiting old favorites, and responding to the cultural moments that shape what they listen to next. Following the release of Iceman, Habibti, and Maid of Honour, Drake stations adds on Pandora increased by 97%. During the 2026 NBA finals, Ja Rule’s “New York” saw 136% growth, and Tyler the Creator’s 2025 album release drove a 108% increase in station adds among Gen Z men. 4

Discovery also fuels engagement across platforms like SoundCloud, where 55% of listeners are men and two in three plays come from Gen Z users. 5 They’re looking for the next best thing, and SoundCloud is the perfect destination. They’re listening to music and helping shape culture, with one in three Gen Z men recommending music to friends and family. Male listeners also stream music almost 4x more than women, creating opportunities for brands to connect throughout the discovery journey from breaking artists to longtime favorites. 6 

Reach music-loving men with SiriusXM Media

SiriusXM Media gives brands access to male music fans across every listening experience—reaching 129M men 13+ and 92% of men in the US across our audio ecosystem. 7 From Pandora to SoundCloud to SiriusXM, advertisers can connect with highly engaged artists, genres, and listening moments they choose every day. 

Music is a consistent way men connect with culture, emotion, self expression, and identity. When brands align with those moments, they build meaningful connections in high-attention environments. Ready to hit a high note with men? Let’s talk.

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