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1、2023 PodcastTrends ReportUnderstanding the loyal fan bases that fuel podcast popularity.01the Whos WhoPodcasts are big and getting more popular by the minute.Everyone is listening to podcasts.You should be advertising on podcasts.IntroductionYou know it.Weve said it.But you want more than big,broad

2、statements.You want the insights that really matter:Which audiences are listening?What are they listening to?How can you find them?Welcome to the Whos Who of Podcast Listening.Were going deep into the audiences powering the biggest genres to understand who they are,why they listen,and what will reso

3、nate with them.Explore distinct podcast listening personas and find out exactly who you need to go after,and what theyre listening to.Get ready to know podcasts better.02the Whos Who01Dig beyond the surface level of podcast stats and behavioral trends for five key podcast genres02Discover up-and-com

4、ing shows so you can get in on the ground floor of podcast advertising,executing effective programs that drive real impact03Explore the anatomy of a listener through three individual personas per genre,learning about the listeners behind comedy,news,true crime,health&wellness,and lifestyle&entertain

5、ment podcasts04Leave with actionable ways to leverage your audience within specific genres or across the entire SiriusXM Podcast NetworkIn this report,you will:03the Whos WhoWith a few years,top networks,thousands of shows,and even more successful brand campaigns under our belt,weve continued to ide

6、ntify a large knowledge gap in the advertiser space.There are still an awful lot of presumptions when it comes to podcasts and their audiences.We hear you,and we have answers.Our goal for this years podcast report is to address your biggest questions head on and clearly lay out who these audiences a

7、rethe most loyal fanbases in mediaand what you need to know to connect with them on a deeper level.Last year,our theme was NEW NEW.And now its time to go even further,learning about the WHOS WHO behind the fastest-growing medium in the world.SOPHIEAndersonFromPodcasts are not brand safe.What will au

8、diences think when they hear my brand message in the middle of a true crime episode?Campaigns are not scalable.Sophie AndersonAssociate Director,Podcast Sales Marketing04the Whos WhoOur methodologyOur aim is to deliver you the freshest,hot-off-the-press trends,statistics,and insightsits one of the t

9、hings we do best.Weve pulled data from a combination of our own first-party proprietary data from Simplecast and Podsurvey,and got a little help from some third-party friends.SimplecastFor nearly 10 years,Simplecast has provided podcasters with industry-leading publishing,distribution,analytics,and

10、sharing tools.Simplecast exists for the podcaster,giving shows of all shapes and sizes access to the same tools powering shows from some of the worlds biggest brands.PodSurveyPodsurvey is the podcast industrys largest and longest-running research panel.We survey our SiriusXM Podcast Network listener

11、s on a rolling basis,providing in-depth listener demographics that you cant get anywhere else.Specifically,50,000 of these listeners have opted in to participate in an ongoing panel that we survey regularly for additional psychographic insights,which fuel the genre listener insights in this report.T

12、he Podsurvey panel consists of highly engaged and largely veteran podcast listeners.Third party reportsSiriusXM collaborates with key third-party partners in the measurement space(like Signal Hill Insights and Nielsen Podcast Ad Effectiveness)to showcase the impact of podcast advertising on advertis

13、er KPIs like brand lift metrics.This report references several examples of campaign effectiveness data tied to actual podcast campaigns that ran on the SiriusXM Podcast Network.We also supplement our robust database of first-party audience insights with trusted third-party datasets,like Edisons Podc

14、ast Consumer Metrics.05the Whos WhoPodcasting as a wholeFrom the number of listeners to the amount they consume to how often theyre listening,everything is trending up when it comes to podcasts.Its the go-anywhere,cant-get-enough,just-one-more medium that is captivating fans.69%increase in unique li

15、steners on Simplecast in 2022161%increase in content downloads on Simplecast in 2022110%increase in listening hours per listener on Simplecast in 20222When it comes to audiences,the industry is trending younger,more diverse,and more obsessed than ever before.Heres a look at where the podcast industr

16、y is at-large,compared to the SiriusXM Podcast Network.69%61%10%SiriusXM Podcast Network vs.the podcast industryEmployment StatusEmployed full-time3.463%57%EducationCollege degree or higher3.459%53%Household IncomeHave a HHI over$75k+3.449%44%43%46%of monthly US podcast listeners are age 13-34342%36

17、%of monthly US podcast listeners are age 35-54316%18%of monthly US podcast listeners are over 55306the Whos WhoMen48%54%Women52%45%“I started podcasting a little over three years ago,and I immediately loved it because it is such an intimate medium.I think some of my favorite moments have happened on

18、 a podcast.People are very unguarded.Things get very real.The comedy is very organic.I think the format is incredible.I think theres a lot more exploration to be done in podcasting.I think for comedy,its fantastic.”Conan OBrienNo surprise here:People love to laugh.Year after year,comedy continues to

19、 claim its place as the number one podcast genre,boasting one of the most engaged fanbases.But the comedy of today has changed and is continually evolving along with its audience tastes.Crude,slapstick jokes have been replaced with what we like to call comforting comedy.The result?A wildly loyal com

20、munity and sense of camaraderie among listeners who gush over their favorite funny people to friends and strangers alike via social media,Reddit forums,and more.0778%increase in downloads in 20221ComedySpread the Word78%78%of comedy listeners say they recommend and share podcasts with others5Laugh O

21、ut Loud71%71%of comedy listeners say that podcasts improve their mood(109 index)5360 FANDOM1 in 2 say they look for other content from the podcast hosts they listen to on YouTube,social media,etc5CONAN OBRIEN NEEDS A FRIENDTeam CocoTop of the set list.FemaleThese listeners know comedy.Theyve been fo

22、llowing their favorite players for years,from albums to specialsand now to podcasts.These highly active millennials find time for laughter even while balancing a busy schedule(and their responsibilities as pet parents).Interests62%enjoy live entertainment48%purchase organic food and/or groceries55%o

23、wn a pet38%told a friend about a product advertised on a podcastThe humoristLISTENER Profiles08ComedyGenderMale43%GenderFemale55%Age18-3457%EducationBachelors or higher75%HHI$100k+38%Example ShowsThreedomWhy Wont You Date Me?Ask Iliza AnythingPerfect ForFoodQSRRetailTechFemaleThis is where comedy an

24、d entertainment collide.Looking to be in the know,these listeners seek out podcasts that provide insight into their favorite film and television series and stars.Primarily highly educated,married men and women,theyre pop culture enthusiasts who love to travel and never miss an episode of their favor

25、ite TV show.Interests86%have a premium ad-free streaming video service subscription62%travel for vacation92%listen to most or every episodeThe EntertainerLISTENER Profiles09ComedyGenderMale40%GenderFemale59%Age25-4467%EducationBachelors or higher72%MarriageMarried51%HHI$100k+39%Example ShowsHow Did

26、This Get Made?Jeff Lewis Has IssuesPage 7Perfect ForMedia/BooksEntertainmentTravel&TourismRetailFemaleThese listeners get it:The human experience is inherently funny.The Class Clown is the big personality;the one who doesnt take themselves too seriously.However,what they do take seriously is their p

27、odcast listeningrarely missing an episode.Expendable income goes to music and products theyve heard on podcast ads.Interests1 in 2 bought a product they heard advertised on a podcast62%frequently purchase music73%listen in the carThe Class ClownLISTENER Profiles10ComedyGenderMale23%GenderFemale72%Ag

28、e18-3470%EducationBachelors or higher75%StatusSingle35%EthnicityMulticultural45%Example ShowsWhere My Moms At?HyphenatedBest FriendsPerfect ForLEISUREEntertainmentFoodCPGA huge percentage94%of comedy listeners take action after hearing a podcast ad.5 Yes,thats very close to everybody who listens.If

29、that doesnt sum up the opportunity for advertisers,lets try this:Most listeners describe the brands advertised with positive attributes like fun,likable,relevant,and relatable.7 That means working within the comedy genre gives your brand personality and dimension in a way that attracts consumers eve

30、n more.When it comes to your campaign,we know that nearly one in two comedy listeners cite their favorite podcast networks as one of the primary ways of discovering new content.5 By using inventory source targeting,brand messages can be reinforced across multiple publishers like Earwolf,Team Coco,an

31、d YMH Studios.11ComedyThese results are no jokeA major auto brand used content targeting(comedy podcast fans through contextually aligned subject matter on YMH Studios 2 Bears,1 Cave podcast)and audience targeting(matched lookalike audience)to build affinity and drive consideration.Weve got a podcas

32、t about this.The Genrelist:ComedyResults+18pt lift in affinity+20pt lift in consideration intent+20pt lift in life in value and price attributionBrandopportunity“Having done journalism for many,many,many,many years,I think all three of us are making the show we wish we had been hearing for years in

33、the industry.I wish this kind of show was in mainstream newsrooms for the last decade,so Im happy were making it now.”Breaking:Traditional news consumption is on the decline.As we continue to navigate a deep political divide and economic uncertainty,Americans have grown tired of the barrage of dooms

34、day headlines and one-sided reporting.As a result,audiences are protecting their peace,turning off their TVs,and turning to podcasts to stay in the know.Podcasts have completely transformed news coverage.The genre is now younger and more diverse,with voices of all kinds exploring topics and stories

35、from every angle.Conversations are also going deeper.Hosts and listeners talk through how headlines impact them and their communities and what they can do to make a difference.1245%increase in downloads in 20221NewsJoin the routine72%72%say they listen to podcasts as they start and end their days5To

36、 The Point64%News&politics listeners are 64%more likely to enjoy short form content5(tip:short form content=fewerad breaks=your brand can own more SOV)MORE TRUST THAN TV94%94%of news&politics listeners do not view cable and broadcast TV as authentic or trustworthy5Going behind the headlines.Sam Sand

37、ersVibe CheckStitcher StudiosFemaleLooking for shows that take a microscope to important issues,they are champions for political and social change.These driven individuals want to contribute and create change in their communities.Theyre working millennial womensmart,on-the-go people who travel often

38、 for work,are devoted pet parents,and are ready to take action.Interests85%read books or ebooks65%travel often57%own a petThe ActivistLISTENER Profiles13NewsGenderMale35%GenderFemale63%Age25-4463%EducationBachelors or higher87%MarriageMarried49%HHI$75k+59%Example ShowsRachel Maddow Presents:UltraStr

39、ict ScrutinyDreamtown:The Story of AdelantoPerfect ForTravel&TourismMedia/BooksNon-ProfitPoliticalBeauty&WellnessFemaleFollowing current events and politics closely,these listeners have a sense of whats happening in the world.The Informant skews slightly older,is more established,and tends to be mar

40、ried with a high-paying job.Theyre likely to be sports fans,savvy with spending,and are keyed into investment products that will ensure a financially secure future.Interests44%invest43%attend live games regularly68%listen in a private vehicleThe InformantLISTENER Profiles14NewsGenderMale47%GenderFem

41、ale51%Age45+53%EducationBachelors or higher82%HHI$100k+50%Example ShowsThe Megyn Kelly ShowInside with Jen PsakiCivics 101Perfect Forpoliticalfinancial servicesAutomotiveTechHealthcareFemaleNews and culture are not mutually exclusive for this group.Podcasts with a relatable style and comedic tone sa

42、tisfy their craving for community and connection as they absorb information.Skewing Gen Z and younger millennial,The Culturist values education and making strong personal connections with the people in their lives.Interests72%consume beer,wine,or liquor65%enjoy live entertainment74%travel oftenThe C

43、ultuRistLISTENER Profiles15NewsGenderMale25%GenderFemale72%Age18-3446%EducationBachelors or higher93%HHI$100k+52%Example ShowsVibe CheckAbe Lincolns Top HatKeep It!Perfect ForTravel&TourismEntertainmentMediA/BooksFoodRetail16NewsThe biggest thing to take note re:news listeners?They are completely le

44、aned-in and ready to take action.Case-in-point:Through its Vote Save America program,Crooked Media helped raise millions of dollars for candidates in 2022 and moved 3,850 listeners to step up and serve as poll workers.8On top of that,25%of the news audience makes business decisions and 94%have taken

45、 action after hearing a podcast ad.5 So even for non-political industries,this is access to a very influential and educated audienceone thats generally turning away from TV and listening to podcast hosts calls to action.This just in:An increase in purchase intentA big-time media company wanted to dr

46、ive subscription intent while increasing positive brand association through show alignment(finding an engaged audience through NBC News podcasts like Dateline)with authentic messaging(ads read directly from a key executive from the media company).Weve got a podcast about this.The Genrelist:NewsResul

47、ts+21pt lift in in agreement that company is trustworthy+16pt lift in agreement that company is a good fit for me+6pt increase in purchase intentBrandopportunity“Weve been able to harness the power of millions of caring followers who want to do more than listen.They want to create change in the true

48、 crime community by supporting victims,by solving real cases.And Ive seen first-hand the power of our listeners,the power that they have,and I feel honored to be able to bridge the gap between those who are seeking help and those who are willing to give it.”Since the dawn of podcasting,people have s

49、truggled to solve the mystery of the true crime listener,wondering,How can such a morbid subject matter capture the attention of this audience so intensely?Our take:Its not about the gory details.These listeners are a deeply empathetic group who are in search of justice for the victims.Looking for a

50、 mental escape,these women trade in the mundanity of everyday life for a detective hatand are thoroughly invested in understanding the psychology of a criminal and cracking unsolved cases.17204%increase in downloads in 20221True CrimeBIG CONTENT GROWTH207%207%more growth in true crime content compar

51、ed to other categories1DANGEROUSLY ADDICTIVE10 x10 x more likely to binge multiple podcast episodes back-to-back in a single listening session5TRUE CRIME IS ME TIME56%56%of true crime listeners say that podcasts“help me escape”(113 Index)5Solving the unsolved.Ashley FlowersCrime JunkieaudiochuckFema

52、leDeeply empathetic,they seek out shows that offer details into investigations such as court documents and witness testimony in hopes of catching a key detail.Theyre working,millennial moms who make most of the household purchasing decisions.Theyre constantly on-the-go,often traveling for work or le

53、isure.Interests52%purchase live event tickets61%travel for vacation regularly43%buy organic foods and/or groceriesThe Armchair DetectiveLISTENER Profiles18True CrimeGenderMale9%GenderFemale90%Age25-4466%EducationBachelors or higher68%KidsKids under 1838%HHI$100k+35%Example ShowsCrime JunkiePark Pred

54、atorsStrangelandPerfect ForBusiness ProductsEntertainmentBeauty&WellnessFoodCPGFemaleCurious and eager to learn,they are fascinated by dark history and seek to understand the psychology of the criminal.As the most educated audience in the true crime segment,these listeners skew Gen X,are high-earner

55、s,and are more likely to be empty nesters,with a heavy disposable income and a taste for luxury goods and services.Interests61%purchase vacation travel65%regularly purchase alcohol69%are book buyersThe MindhunterLISTENER Profiles19True CrimeGenderMale17%GenderFemale82%Age35-5444%EducationBachelors o

56、r higher67%KidsKids under 1833%HHI$100k+36%Example ShowsDatelineBear BrookMotive For MurderPerfect ForFinancial ServicesAutomotiveMedia/BooksEntertainmentBeauty&WellnessFemaleCognizant of the worlds harsh realities,this group seeks to be entertained with humor to distance themselves from the crimes

57、in question.This is the youngest true crime audience.Theyre more likely to be highly active thrill-seekers who attend live events regularly,travel often,and value their independence.Theyre notably socially conscious and interested in eco-friendly purchasing options.Interests53%purchase live entertai

58、nment41%regularly organic food and/or groceries69%regularly purchase alcoholThe EscapistLISTENER Profiles20True CrimeGenderMale19%GenderFemale77%Age18-3468%EducationBachelors or higher63%KidsKids under 1827%HHI$75k+42%Example ShowsLast Podcast On The LeftAnd Thats Why We DrinkThe First DegreePerfect

59、 ForTravel&TourismEntertainmentFoodRetailTechThe only thing to fear when it comes to the true crime listener is missing out.These shows have a massive cultural impact.Were talking merch,live tours,and TV show spinoffs.Not to mention,they account for more hit shows than any other genre.10When it come

60、s to brand safety concerns,our podcast listeners reassured us that theres nothing for advertisers to worry about.In a recent survey,they described advertisers in the true crime category with positive attributes,such as interesting,relevant,likable,and edgy.They also take action after hearing ads;the

61、yre doing research,visiting websites,talking to friends,using promo codes,and making purchases.5The case of the positive affiliationIf you want to reach moms,you go where the mothers are.Case-in-point:a popular diaper brand strategically utilized the true crime genre(number one with women)and worked

62、 with Crime Junkie(27M listeners,skews high with Audiochucks women)on the number one podcast network(thats us).Host Ashley Flowers delivered a powerful host-read ad to her audience of Armchair Detectivesprimarily driven young mothers.A working mom herself,Flowers was able to incorporate meaningful p

63、erspective from her own postpartum experience.21True CrimeWeve got a podcast about this.The Genrelist:True CrimeBrandopportunity“And I,with The Mel Robbins Podcast,have blended entertainment with everybodys God-given right and desire to evolve and create a better life and become a happier person.”Th

64、e phrase“self-care”has graduated from nice-to-haves like massages and manicures to something far more powerful.Today,the idea of self-care encompasses everything from physical to mental health.Podcasts have played a huge part in normalizing conversations around health and wellness,as well as democra

65、tizing valuable,necessary tools.From coping with grief,to training for a marathon,to achieving career ambitions,there is a show and an episode to help listeners tackle goals of all kinds.Podcasts are bringing like listeners together and building positive communities in a way we havent seen before.22

66、95%increase in downloads in 20221Health&WellnessPROTECT THE PEACE63%63%of health&wellness listeners say that podcasts are good for their mental health(116 index)5DEEP BREADTH63%63%of health&wellness listeners say that podcasts offer diverse perspectives and opinions(123 index)5ELEVATED&ENERGIZED1 in

67、 2 health&wellness listeners say that podcasts inspire them(157 index)5Breaking down barriers.Mel RobbinsTHE MEL ROBBINS PODCASTStitcher StudiosFemaleOn the path to a higher sense of self,this devoted audience eschews quick fixes and generic advice.Theyre seeking meaningful,philosophical insights fr

68、om credible spiritual and thought leaders.This audience is ideal for advertisers hoping to reach highly educated,accomplished millennial women who seek clean products and healthy lifestyles.Interests82%read books or ebooks1 in 2 purchase natural personal care products62%purchase organic food/groceri

69、esLISTENER Profiles23Health&WellnessExample ShowsEckhart Tolle:Essential TeachingsMaking Space with Hoda KotbThe Happy Hour with Jamie IveyPerfect ForTravel&TourismBeauty&WellnessFoodMedia/BooksGenderMale8%GenderFemale91%Age25-4463%EducationBachelors or higher79%HHI$75k+51%The Spiritually Enlightene

70、dFemaleWith a focus on self-optimization,Advice-Seekers turn to podcasts for unbiased guidance on love,relationships,parenthood,work/life balance,and more.These young women prioritize enriching experiences like live events,weekend getaways,and a little escapism with their favorite tv shows.Interests

71、82%have a premium ad-free streaming video service subscription54%spend money on live entertainment58%travel for vacation regularlyThe Advice-SeekerLISTENER Profiles24Health&WellnessGenderMale15%GenderFemale85%Age21-3454%EducationBachelors or higher65%HHI$75k+46%Example ShowsBetter Tomorrow with Hann

72、ah BrownDr.Laura Call of the DayHow To Be FinePerfect ForMedia/BooksEntertainmentTravel&TourismRetailFemaleInterested in the physiology and psychology of why we feel the way we do,this group looks for tangible evidence and actionable advice to implement into their daily routines.Theyre busy folks,bu

73、t they still make the time to exercise,find healthy food options,prioritize their careers,and educate themselves.Interests58%purchase organic food and/or groceries1 in 3 are entrepreneurs44%investThe Self-ActualizedLISTENER Profiles25Health&WellnessGenderMale33%GenderFemale65%Age25-5467%EducationBac

74、helors or higher77%HHI$100k+47%EthnicityMulticultural22%Example ShowsHidden BrainSavvy PsychologistNo Stupid QuestionsPerfect ForHealthcareFoodBusiness ProductsTechHealth and wellness listeners are looking to improve all aspects of their lives.The content is not only how they start and end their day

75、,but 71%say they listen to podcasts in a hands-free manner,like when theyre cooking,working,and exercising.5 In these leaned-in moments,brands have an opportunity to reach listeners with relevant self-improvement messages.Trust is paramount for this audience segment.They look for leaders they can le

76、an on for life-changing advice.As a brand,that type of respect and host-fan relationship is a very powerful tool to tap into and be a part of.26Health&WellnessA healthy dose of purchase intentContextually relevant ads in Nutrition Diva drove significant lifts in intent and action for a CPG personal

77、care product,exceeding Nielsen norms.How?By targeting an engaged audience with relevant themes in the ads,as well as utilizing host-read ads to drive a positive connection.Weve got a podcast about this.The Genrelist:Health&WellnessResults+30pt lift in awareness+15pt lift in intent to seek more info+

78、12pt lift in purchase intentBrandopportunity“Personally,I feel closest with my podcast listeners because theyre opting in,right?And so,I actually am the most raw and the most honest and vulnerable on my podcast.And I think that thats why we have such a close relationship.Specifically,I give all the

79、real personal tea on my podcast.”Secrets,behind the scenes info,good ol fashioned gossip.You cant deny that we are all drawn to the latest chat and want to be up-to-date on all things culture.And thanks to podcasts,we now have another format for access to hot topicsoften in much deeper context and f

80、rom the celebrities,athletes,and influencers themselves.Theres a million reasons why listeners cant get enough of this content,but heres a few.These podcasts emulate best friend/water cooler/group text vibes,offering fans fun conversation about any and every cultural topic.Pop culture never stops,wh

81、ich means content is always flowing and listeners tune-in frequently to keep up.2752%increase in content downloads in 20221Lifestyle&EntertainmentAUTHENTICITY FTW47%47%of lifestyle&entertainment listeners say that podcasts are authentic and trustworthy compared to just 7%for streaming video and 3%fo

82、r social media5TUNED-IN91%91%say they look forward to new episodes of their favorite podcast5#1 STANS1 in 3 lifestyle&entertainment listeners say they go out of their way to support brands that support their favorite podcasts(109 index)5Its a vibe.TinxITS ME,TINXSiriusXMFemaleRe-Watchers are TV and

83、film buffs.They want the expert perspective,whether its from top critics,acclaimed directors,or the actors themselves.The wealthiest of the bunch,these homebodies are down to curl up with their spouses and revisit a movie or show multiple times in order to glean new insights and pick up on anything

84、they might have missed the first time around.Interests80%are cord cutters who do not have access to cable television79%purchase books or ebooks64%purchase beer,wine,or liquorThe Re-WatcherLISTENER Profiles28Lifestyle&EntertainmentGenderMale40%GenderFemale56%Age25-4475%EducationBachelors or higher80%

85、MarriageMarried49%KidsHave kids23%HHI$100k+41%Example ShowsLove To See ItUnspooledParks&RecollectionsPerfect ForEntertainmentMedia/BooksCPGFinancial ServicesFemaleThese listeners want to dim the stage lights,cut the camera,and get to know their favorite celebrities and influencers on a deeper level.

86、What are their fears?What do they like to do in their free time?Stagehands know that when it comes to their favorite media personalities,there is more to explore than what meets the eye.And that curiosity is part of what makes this young,female-skewing segment the tastemakers they are.Interests84%pa

87、y for a premium ad-free streaming video service37%subscribe to a fashion service63%spend money on vacation travel The StagehandLISTENER Profiles29Lifestyle&EntertainmentGenderMale15%GenderFemale83%Age21-3447%EducationBachelors or higher77%KidsMarried47%KidsHave kids22%HHI$100k+39%Example ShowsLets T

88、alk Off Camera with Kelly RipaLiterally!with Rob LowePodcrushedPerfect ForEntertainmentRetailBeauty&WellnessTravel&TourismFemaleFrom music to esports,this diverse group of millennial men,who over-index for being parents,like to fill their free time with a wide range of activities,and they turn to po

89、dcasts to keep them in the know on all the latest entertainment news and trends.Sports fans are a huge part of this segmenttuning in to get the rundown of their favorite leagues,teams,and players.Interests63%spend money on streaming music,CDs,or vinyl61%attend live events regularly1 in 3 investThe H

90、obbyistLISTENER Profiles30Lifestyle&EntertainmentGenderMale74%GenderFemale24%Age21-3459%EducationBachelors or higher63%MarriageMarried47%KidsHave kids33%HHI$100k+37%Ethnicity1 in 3 are multiculturalExample ShowsNew Rory&MalI Am AthleteGame Scoop!Perfect ForEntertanmentFitnessFoodLeisureAs the stream

91、ing wars rage on and social media usage continues to plateau(only growing 2.5%since 2017),brands may be souring to lifestyle&entertainment content.But rest assured,this category continues to rake in a valuable audience of diverse,young listeners in the podcast spaceand they are open to hearing what

92、brands have to say.In fact,60%of our listeners say that they pay attention to podcast ads compared to just 28%for social media and 25%for streaming video.5 Thats over double!And podcast listeners are more likely to pay for premium,ad-free streaming,meaning many of them cant be reached across other e

93、ntertainment platforms.31Lifestyle&EntertainmentBrandopportunityWeve got a podcast about this.The Genrelist:Lifestyle&EntertainmentHey,big spenderA recent study conducted by Sounds Profitable and Signal Hill Insights and sponsored by SiriusXM looked at the largest spenders in TV,radio,and podcasting

94、 to gauge consumers awareness,consideration,favorability,and actions taken across those brands.Looking at two major insurance brands with omnichannel spending,podcasts outperformed AM/FM and TV in mid-funnel metrics.Furthermore,when evaluating the average increases across brand metrics for the top f

95、ive advertisers per medium,podcasts generated the strongest lifts across the board.13Results+7pt average lift in awareness+14pt average lift in favorability+15pt average lift in consideration+16pt average lift average lift in action1332the Whos WhoWe offer:01The insights and data-backed recommendati

96、ons you need to find your audience in this must-buy medium02Options to meet your objectives,from cross-network campaigns at-scale,hand-picked host reads,or custom activations in partnership with top shows03A robust targeting menu inclusive of genre alignment,contextual targeting down to the episode

97、level,anti-targeting,and more04An in-house creative agency that works hand-in-hand with you to create innovative-yet-impactful campaigns that resonateIf youre ready to meet our listeners,lets chat.Its us.And as a partner,its our goal to make you a whos who of podcast advertising,too.The SiriusXM Pod

98、cast Network includes thousands of shows,the most celebrated podcast studios,and beloved hosts of our time,amplifying voices that listeners know and love.69M listeners1 in 2 podcast listeners in the US#1 podcast network with womenMore shows in the Top 25 and Top 50 than any other networkThe Whos Who

99、 of Podcast Advertising33the Whos WhoSources01Simplecast Internal Data,2022 vs 202102Simplecast internal data(Average episode length x downloads/unique listeners)03Edison Podcast Metrics,total weekly podcast listener audience composition,Q1 202304Edison Podcast Metrics,SiriusXM Podcast Network audie

100、nce composition,Q1 202305SiriusXM,Podsurvey Podcast User Study,Q2 2023,n=2,642 Podcast Listeners A18+06Aggregate Podsurvey data from shows mapped to listener segment07SiriusXM,Podsurvey Study,Q4 2021,n=893 Comedy Podcast Listeners A18+08Vote Save America 2022 Metrics,https:/ Institute Digital News R

101、eport 2023,https:/reutersinstitute.politics.ox.ac.uk/digital-news-report/202310Edison Weekly Insights,April 5,2023;https:/ Study,Q4 2021,n=696 True Crime Podcast Listeners A18+12Edison Research,The Infinite Dial 202313Sounds Profitable&Signal Hill Insights,The Medium Moves the Message,February 2023,

102、n=2,002 Adults 18+14Q1 2023 Internal Metrics from Podcast User Log15Edison Podcast Metrics Q1 2023;SiriusXM reach Includes Stitcher,NBC and Audiochuck Networks16Edison Podcast Metrics,Top 50 Podcasts:Shows with the Largest Weekly Audience in the U.S.,October 2022-March 2023,weekly podcast listeners age 13+Thank You