Creators Are All in on Podcasts—and Brand Should Be, Too

Bigger budgets, better microphones, higher-profile guests. The podcasting game has elevated in recent years, and it’s largely due to the creators who have graduated from hosting standard, 60-minute weekly episodes to overseeing full-on, multichannel media empires. Long gone are the days of garage or closet-based makeshift recording studios. Podcasters of today are mainstream media personalities, with the A-list guests, top tier production support, and the devoted fandoms to prove it. We're calling this trend: The Mainhustle.

Take audiochuck, for example. What started as a single true crime show hosted by two best friends has blossomed into a network of 20+ shows that’s amassed over 2B total downloads. Not to mention, a nationwide live tour, and a charity organization that’s raised over $8M to help investigate unsolved crimes. 

With all this expansion, listeners have followed suit, embedding podcasts even deeper into their daily routines, wearing their fandom like a badge of honor. In fact, two in three listeners say they never miss an episode, and over half say they can’t get enough of their favorite shows.

It’s no wonder comedy legend Conan O’Brien feels he’s able to forge more meaningful connections with these audiences. And it’s only natural that many brands have come to the same conclusion.

Go Full Catalog

As podcasting has matured, podcast buying has evolved in tandem. Many advertisers are looking for more than one-off, show-level buys. Advertisers are finally tapping into the full potential of podcasting with campaigns that span the entire catalog of a publisher or network to achieve greater scale and impact. As a result, podcasts are no longer a nice-to-have on the media plan. They are now driving full-funnel lift, incremental reach, and results. And with so many cutting-edge advancements in adtech, brands are tapping into podcasts like never before. Like our state-of-the-art programmatic capabilities—inclusive of performance measurement tools like third-party verification and blocking. Or our inventory source targeting option, which allows brands to tap into a publisher’s full content stack.

There are so many incredible podcasts beyond chart-topping shows. And now, with many successful legacy hosts like Stephen Dubner or Ashley Flowers leaning into more of a curatorial role, these titles have the backing and creative direction of some of the biggest names in the industry.

Add Video to Your Campaign 

Video podcasts are the industry’s buzzy, new format, drumming up a ton of excitement among listeners and brands alike. And though many shows are still developing their on-screen storytelling strategy, listeners are eager to dive in, with one in two saying they’ve ever watched a video podcast and 58% saying they like seeing the reactions and emotions of the podcast hosts and guests.

The upside is already clear: On-screen ad placements allow you to tap into a devoted audience that’s following their favorite shows to platforms like YouTube. Not to mention, it opens up the opportunity to incorporate visuals and create a multisensory campaign.

Take Kia as an example. To showcase their newest electric vehicle, the brand launched a multi-faceted campaign with SiriusXM Media by leveraging the one-and-only Conan O’Brien and his podcast network, Team Coco. This meant: presenting sponsorships, host reads on Conan O’Brien Needs a Friend and Literally! with Rob Lowe, and video messages across Team Coco’s YouTube and social channels. There’s nothing like tapping into the full power and digital footprint of a massive brand.

Create an Omnichannel Story 

Why stop at podcasts? It’s true—the medium has become an incredibly powerful and dynamic platform for brands. But it’s even more powerful when paired with other complimentary media formats, like music and live talk. In fact, with layered campaigns across podcasts, streaming, and SiriusXM, you can access an unduplicated audience and achieve pure incremental reach. So take a page out of the creator’s book and expand your story across multiple channels. When you combine the power of SiriusXM and the SiriusXM Streaming Network with our podcast offering, you can reach a whopping one in two US adults.

Make SiriusXM Media Your Main Partner

As the largest digital audio ecosystem representing more top podcasts than any other network, we are the right partner to help you fully tap into the power of podcasts and stay on the cutting edge as this industry continues to grow and evolve.

Ready to get started? Let’s talk.

For more insights on the top trends shaping the podcast industry today, download our 2024 Podcast Trends Report: Creators at the Core.