Co-Listening Proves It Pays to Invest in Streaming Audio Ads

The way people consume media over recent years has transformed dramatically. With the rise of streaming platforms, audio advertising has emerged as a powerful tool for brands looking to reach a diverse and engaged audience.

But while streaming audio ads are gaining popularity, a phenomenon known as "co-listening" is proving to be a game-changer in the industry.

What Is Co-Listening?

Co-listening refers to the shared experience of individuals listening to audio content together. Whether it's a family enjoying a podcast over breakfast, friends tuning in to a music station or playlist during a road trip, or office colleagues streaming a relaxing music channel at work, co-listening extends the reach of audio content beyond individual consumption–including ads.

While traditional advertising metrics focus on individual listeners, co-listening highlights the additional reach and engagement that streaming audio ads can achieve. In essence, it turns single listens into multiple impressions, magnifying the potential audience for streaming audio ads.

Unlike solitary listening experiences, co-listening can amplify the impact of an ad by engaging multiple individuals at once. This collective experience not only enhances the enjoyment of the content but also increases the likelihood of discussions and interactions about the ads themselves. For brands, this means that their messages are reaching broader audiences than they might initially expect.

What Does the Data Say About Co-Listening?

The Co-Listening Factor 2.0 is an exclusive study created collaboratively by Carat, SiriusXM Media, and Edison Research to explore and measure the dynamics of co-listening in audio.

The study aimed to achieve three main objectives:

Examine any changes or developments in co-listening with Pandora since our groundbreaking 2018 study.
Compare the frequency and habits of co-listening between Podcasts and Streaming Audio/Pandora.
Explore the underlying reasons why people co-listen.

The study found that:

Advertisers on Pandora receive 52 additional impressions for every 100 paid advertising impressions due to co-listening.
Advertisers on Podcasts receive five additional impressions for every 100 paid advertising impressions due to co-listening.

Not only that, but the study produced the four key findings:

Study Finding: Co-listening is more present on Pandora than ever, and while most think of podcast listening as a solo activity, shared listening is happening there as well.

Opportunity: Audio’s scale and value continues to be undercounted. Brands are substantially extending their reach through digital audio formats when co-listening is factored in.

Study Finding: Listening to Pandora and podcasts with others enhances everyday activities like cooking and cleaning, as well as special events like road trips and holidays.

Opportunity: Brands can capitalize on these organic moments and special occasions by engaging with audiences during audio co-listening experiences.

Study Finding: Listeners love sharing their favorite audio content and often engage in co-listening as a way to connect with others, enjoying various types of content together.

Opportunity: Brands have the chance to tap into listeners' key interests by associating with the music and podcast genres that audiences are most inclined to share

Study Finding: Listening to audio together creates a positive atmosphere for listeners—they often feel relaxed, content, entertained, and carefree when sharing these experiences.

Opportunity: When reaching audiences in such positive moods, brands can benefit significantly. This positive sentiment enhances brand association.

These findings underscore the potential for streaming audio ads to extend beyond individual listeners and tap into group dynamics. When multiple people hear the same message simultaneously, it creates a shared experience that can lead to increased brand awareness and recall.

Why Co-Listening Shows the Power of Streaming Audio Advertising

Brands often look for advertising platforms that maximize reach while delivering impactful messages. Co-listening demonstrates several benefits that reinforce the power of streaming audio as a choice medium:

Extended Reach: Co-listening naturally increases the reach of an ad campaign. Instead of targeting just one listener, brands can reach several people at once, expanding their audience without additional costs.

Enhanced Engagement: The communal nature of co-listening fosters discussions and shared opinions. This interaction can reinforce the ad's message and make it more memorable.

Contextual Relevance: When ads are heard in a group setting, they often become part of the conversation. Brands can leverage this by crafting messages that resonate within specific contexts, such as family-oriented products or group activities.

Cost-Effective: Since co-listening amplifies the impact of a single ad impression, brands get more value from their advertising spend. This makes streaming audio campaigns a cost-effective solution for reaching diverse audiences.

Community Building: Streaming audio facilitates a sense of community among listeners, which brands can leverage to build emotional connections and loyalty.

Get in on the Action with SiriusXM Media

Harnessing the power of co-listening can transform your approach to streaming audio advertising. At SiriusXM Media, we understand the unique opportunities presented by this trend and offer tailored solutions to help brands leverage it effectively.

Our platform provides access to a wide range of streaming audio content, from music to podcasts, ensuring that your message reaches the right audience at the right time. Our team of experts is here to guide you through the process, helping you design campaigns that maximize reach and engagement.

Ready to explore the untapped potential of co-listening? Let's talk.