Digital Audio: The Consumer’s Choice for Media

Digital audio offers endless possibilities for listeners. In one day, a listener may catch the latest news during a morning commute, switch over to light background tunes to get in the zone for work, and unwind to a comedy podcast once they’re home. Despite the ever-competitive attention economy and endless amounts of media at consumers’ fingertips, audio is extremely popular—to the tune of an estimated 218M monthly listeners in the US.

If audio advertising hasn’t been on your radar, here’s why it’s time to start. Let’s dig into online audio trends and the benefits it delivers for your brand. 

How Are Consumers Engaging with Digital Audio?

Digital audio is having more than a moment but a takeover. Here’s what the audio landscape looks like currently. 

Listening Time Is on the Rise

When it comes to the number of listeners and the types of audio they engage with, digital audio wins, hands down. And the amount of listening time is only growing. In 2019, the share of people in the US listening to online audio was 67%. Flash forward to now, around 76% of Americans older than 12 listen to digital audio, tuning in for almost five hours daily. It can’t be understated, digital audio is a medium that shouldn’t be overlooked and underestimated by advertisers. To find your audience, reach them through their headphones and speakers. 

Audio Follows Your Audience Throughout the Day

Digital audio is more than just a reliable companion for listeners. For some, it’s almost as essential as their smartphone. No matter where they are, listeners change their audio to match their activities—from listening to Call Her Daddy while cooking, to tuning in to SiriusXM radio when driving to work, to streaming the Workout Hits Pandora station when at the gym. 

And thanks to the wide variety of smart devices at consumers’ disposal today, digital audio finds its listeners through many avenues, from headphones to smart speakers. That’s what users love about it—74% admit they listen to audio more because they can take it anywhere. Additionally, 79% of audio consumption takes place when visual media isn’t available, making audio the perfect medium for multitaskers and productivity seekers—or consumers who are experiencing screen fatigue. For brands, there’s no better choice than an audio ad when users are plugged in through their ears and not their eyes. 

The Podcast Explosion

There’s a time and place for music, and there’s a time and place for podcasts. Podcast consumption is skyrocketing, with a 47% increase in the last five years among Americans 12 and up. What once may have been a niche pastime (remember the early days of podcast streaming on iPods?), podcasts have grown into a cultural and global phenomenon, and there are no signs of slowing down. In 2024, monthly podcast listeners hit a record high of 135M Americans.

What’s the allure? Well, many listeners agree that podcast hosts feel like a friend and someone they can lean on for support and advice. Meanwhile, others enjoy the ability to interact with their favorite hosts. From leaving comments on YouTube videos of the latest episode and engaging with other fans, to calling into shows, fans can get an almost IRL-like feel from podcasts, even from the comfort of their home. 

With the vast variety of genres and shows available today, podcasts attract young and educated listeners  in large numbers, especially in the SiriusXM Podcast Network. Out of our 58M monthly listeners, 52% have a college degree or higher, and 50% are aged 25-44, both metrics of which are higher than the industry average. It’s official, advertisers who are looking to target young and educated audiences should look no further than podcasts. 

What Are the Benefits of Audio Advertising?

Now that we’ve covered how versatile and ever-present digital audio is for consumers—let’s take a look at the benefits of investing in digital audio advertising for businesses. 

Broad Reach

Thanks to the overall popularity of audio and the variety of types, brands can connect with their target audience, no matter who they are, where they’re at, or what they listen to. Audio is a great unifier, bringing together teenagers and baby boomers, and everyone in between. No segment is out of reach—your perfect audience is out there, waiting for your message to hit the right note. 

Substantial Engagement

When it comes to user engagement, digital audio advertising is crushing many other types of media. Statistically, it receives 50% more attention compared to benchmarks across video, social media, TV, and display ads. This means users are receptive and more likely to act on them. Let this sink in: Over nine in 10 podcast listeners take action after hearing a podcast ad, whether it’s researching a product, browsing online, or hitting the order button.

Precise Targeting

(Almost) gone are the days of generic ads and impersonal voices on the radio that all but forced a listener to tune out or turn the dial. Now, to stay competitive, brands must deliver tailored advertising that listeners actually want to hear. This is one of the ways digital audio comes out on top over AM/FM. A listener can’t log in to AM/FM, which only has estimates about one’s location and demographics. Conversely, when one logs in into our platforms, they leave behind a trace of their favorite genres, preferred devices, most active times, and more—giving brands a snapshot so they can collect data and measure campaigns more effectively. 

And targeting is only the beginning—with our help, you can create a perfect campaign that will reach your ideal customer at the ideal time.

Superior Tracking and Analytics Capabilities

When advertisers partner with us, they receive precise data and in-depth targeting on a campaign’s performance. You can track crucial metrics, including impressions, audio completion rate, and engagement, and more. With this performance analysis functionality in your back pocket, you can fine-tune your campaigns and optimize performance to achieve the highest return on ad spend (ROAS).

Your Path to a Winning Digital Audio Advertising Plan Starts Now 

As the largest digital audio advertising ecosystem in the US, we know how to do audio ads (and plenty more) right. Ready to connect with your audience through sound waves? Let’s talk.

Read Up on the Power of Digital Audio