Big Podcast Deals and What They Mean for Advertisers

Podcasting is a big deal. Whether you’re a creator, advertiser, network, or publisher, the podcast landscape and its advantages are growing exponentially—and with thousands of episodes dropping every day, there are no signs of it slowing down. 

To maintain an edge in the podcast advertising game, networks and media companies need to form relationships with top talent, shows, and production companies. Just take a look at Alex Cooper’s deal with SiriusXM, or the hype around Joe Rogan’s podcast on Spotify. With such popular and influential talent joining these networks, we’ve seen a lot of claims around listenership and the #1 status. Let’s explore what these claims mean—and what the benefits really are for advertisers.

Who Has the Leading Podcast Network?

By now, you’ve probably seen almost every podcast network make a claim of being a leader in the space. With these big podcast deals going down, podcast network rankings fluctuate, and the claims of being number one may very well be true for a period of time or by one definition or another. As an advertiser, it’s important to determine what that actually means for you and your brand. 

Take a look at the facts:

Reputable sources. Claims of any kind should be backed up with data. So looking for third-party sources like Edison Research, who encompasses data from all of the podcast players, lets you know it’s trustworthy.

Statements with proof. If the platform you’re looking to do business with is making claims about being a leader in anything without providing any real data or facts, hold your horses. Instead, look for companies that are leading in specific areas or with specific audiences that make sense for your brand (and make sure they cite their data). For example, is your goal to influence female consumers? Then look for a media company that verifiably leads with women. 

The real advantages for advertisers. If you manage to get your brand on a network that’s actually leading in the podcasting space, great. But what’s most important is how impactful that actually is for your advertising efforts. Each show and podcast network has its own benefits, and determining if those factors align with your brand messaging is key.     

With millions of shows out in the ether, the SiriusXM Podcast Network reaches listeners no matter their preference. With big names in podcasting like Conan O’Brien, Ashley Flowers, Alex Cooper, and Stephanie Soo, and independent creators like Yara Shahidi and Joel Kim Booster, SiriusXM Media is proud to offer a wide range of content from powerful storytellers of every kind. 

What Do Top Shows Mean for Brands?

Top shows, and the ones leading the charts, generate a lot of competing claims from their associated networks. What matters is how these shows are impacting the network, and where and when the data is being pulled—like Edison Research's quarterly research versus Apple Podcast’s daily measurement. We saw a shift in leading content when Smartless Media joined the SiriusXM Podcast Network and added their top-10 show Smartless to the slate. But beyond what top shows bring to a network, advertisers should focus on how these shows benefit them. 

Ask yourself these questions: 

Do these shows align with my messages? Sure, some shows are super popular and a hit with a massive audience, but that doesn’t mean the content of the show itself necessarily aligns with the message your brand wants to get across. 

Are these shows on a good podcast network? If you’re in the business of podcast advertising, you’re more than likely going to be showcasing your brand across multiple shows. So finding a network that boosts your podcast campaigns and packs a greater punch behind show-level buys is key.

Is my audience here? Outside of chart topping content, what matters is where your key audiences are. Targeting the right listeners in the right place is how you guarantee to get your messages heard and make a real impact for your brands. 

With over 158M monthly podcast listeners in the US and a fight for brands to stand out among their competitors, the SiriusXM Podcast Network offers expansive reach. In fact, we reach +21% more listeners than iHeart. We’ve got more shows in the top 50 compared to our competitors, and did we mention we’re #1 with women? At the end of the day, it’s not a popularity contest, it’s more about the people you want to connect with your brand (and we just happen to have access to the exact audiences you’re looking for). 

Why Is An Open Ecosystem Better for My Brand?

Podcast monetization is important for both podcasters and brands. And big podcast deals are usually the compass pointing advertisers to the podcast network or media companies they want to advertise on. For example, say you want to get in touch with the influential audience of women. You would probably already know that true crime is a massively popular genre for women, and you’d start looking for ways to get your messages on networks like audiochuck (which means, working with us). What’s important to consider here is where and how audiences are accessing this content and hearing your ads. 

Let’s take a look at walled garden vs. open ecosystems.

Walled garden. These are shows listeners can only listen to through specific platforms or apps. Like The Joe Rogan Experience for example, although the 2024 deal changed their approach, this show used to be exclusive to Spotify, limiting listenership and brand reach.

Open Ecosystem. This is where the real magic happens. An open ecosystem means listeners get to hear their favorite content on the app or platform of their choice (think Apple Podcasts, YouTube, and yes, Spotify). And your brand messaging is likely to be heard by a wider range of audiences. When it’s time for an advertiser to work with a show, they’ll connect with the show or network's monetization partner. 

Of course, there are benefits to advertising on a walled garden show, like exclusivity, pin-pointed audiences, and straightforward content. However, open ecosystems allow brands to extend their reach further. And with SiriusXM Media, advertisers can utilize targeting tools that put them in front of similar audiences they would get within walled gardens. 

Open ecosystems are a smart move for advertisers. They offer broader reach, transparency, and control over your brand campaigns. 

Harness the Power of the SiriusXM Podcast Network

Podcasts are way more than the chart-topping shows. Audiences look for a wide range of topics to connect with and they’re listening to nearly six different categories on average—from comedy, to society & culture, to true crime, to TV & film, to politics. Podcast listeners like to keep their options broad and their favorite shows close. And advertisers should take the same approach when choosing a media partner and considering their target audiences. 

SiriusXM Media has access to diverse content, tools that help brands get in the right place at the right time, and advertising opportunities that make you stand out from the crowd. If you’re ready to work with a network packed with top talent and the insights to push you further, let’s talk.

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