How Podcasts Are Becoming the Heartbeat of Reality TV

Alexa, play “Raise Your Glass” by Dena Deadly, also known as the theme song of Vanderpump Rules. 

In the reality TV universe, consumers want more content, and they want it now. Arguably, none are more ravenous than the Vanderpump Rules audience. Following an internet-breaking scandal in 2023, the cast and show skyrocketed into unprecedented levels of fame that hadn’t before been reached in the show’s 11 years on TV—recently leading to the spinoffs The Valley and Vanderpump Villa. 

While the Emmy-nominated Vanderpump Rules is known for what it shows, this past year was all about what was heard. Amid the show’s flurry of never-ending gossip and game of he said, she said, we’re pulling the curtain on what others aren’t discussing—the reigning power of the cast’s podcasts. 

Out: Less is More, In: More is More 

The highly-anticipated season 11 of Vanderpump Rules finished airing in May 2024, revealing the aftermath of a messy season 10. Fans impatiently waited for weekly episodes, with some getting their fix by re-watching older seasons, a stark contrast to the binge-watching culture Netflix has popularized. But the stars’ podcasts tided them over—between and during seasons. The cast took to the mic to discuss updates on their daily lives, behind-the-scenes secrets, and the status of their on-and-off friendships. 

The advertising opportunity was plentiful, as 79% of audio consumption occurs when visual media isn’t available. Plus, 48% of adults 18 and older have difficulties keeping up with new streaming video services. For fans who don’t have cable TV or streaming, podcasts became another avenue to get their pop culture fix, cost-free.

Many fans agree that this past year of podcast content was more enticing than the entirety of season 11. One Reddit user notably said that the podcasts are becoming “the bulk of interesting stuff we see” and “required consumption to understand the show.” The cast’s podcasts offered context that didn’t fit into a 42-minute TV episode and filled in the gaps where reality TV doesn’t: 

• Real-time updates and reactions 

• Almost never-ending content 

• No months-long (or yearly) wait for new episodes 

Podcasts Are Now the Main Character 

Several cast members started their podcasts years before the 2023 scandal, but afterward, it was only further indication to step on the gas and for others to start. Tom Sandoval debuted his podcast in September 2023, while Rachel Leviss and Katie Maloney launched theirs in December 2023 and January 2024 respectively. The running list includes: 

• Disrespectfully 

• Scheananigans 

• Give Them Lala 

• Everybody loves Tom 

• Rachel Goes Rogue  

The popularity was solidified by several cast members snagging coveted spots on Apple’s list of top 100 most popular podcasts. To date, Leviss has left the Rachel Gone Rogue podcast, but the show’s days aren’t over. It’s since been retitled Going Rogue and the keys have been handed to Rachel’s publicist Juliette Harris, who’s rebranding the show as a “guest hosting series about all things pop culture.” Despite Leviss’ exit, the presence the podcast has left behind can’t be understated, as emphasized by its revival.

Have you heard? YouTube is the most popular podcast consumption platform, pulling in 31% of weekly podcast listeners. So it’s no surprise that the stars’ podcasts have all taken on video formats. While some have created YouTube channels dedicated to their podcast, others have created accounts on Instagram or TikTok (or all three). This shift towards video-based podcasts is part of a growing trend, where audiences want immersive experiences, a space for discussions, and more. 

Audio and Media: The Perfect Pairing

The verdict is in: Digital audio goes together with your media mix like podcasts do with reality TV. By adding audio to your media mix, you’re accessing plugged-in audiences during screen-free, crucial buying times.

While audiences are more likely to stream reality TV episodes at home, where leaving the room during commercial breaks is likely, podcast episode streaming can happen anywhere—at home, the grocery store, or the mall. For more, download the Just Add Audio report.

Reach Vanderpump Rules Lovers with SiriusXM 

Fun fact: 76% of Americans 12 and older listen to digital audio. Meanwhile, podcast advertising is one of the fastest-growing categories in audio advertising. And as you should know by now, SiriusXM and SiriusXM Media have the content reality TV lovers are craving.

Audio content on all things Vanderpump isn’t limited to the Vanderpump-verse alone, the show’s developments have turned into plenty of content for former castmates, fans, and non-Bravo podcast hosts. If you’re looking to target Vanderpump Rules’, or simply reality TV fans, there’s no better place than SiriusXM Media, where you’re getting access to young, educated, and affluent listeners. In the SiriusXM Podcast Network, where there’s a show for any passion, we have multiple shows to quench reality TV fans’ thirst from Call Her Daddy to Love to See It with Emma and Claire. 

On SiriusXM, reach your target listeners on the channels Radio Andy or Jeff Lewis Live. The King of Bravo himself, Andy Cohen, has frequently discussed all things Vanderpump Rules, giving his thoughts on episodes, theories, and the castmates he’s held (and held apart). 

Meanwhile, cast members Lala Kent and Scheana Shay have gone behind the mic on Jeff Lewis Live, while Lisa Vanderpump and Ariana Madix were previously guests on Call Her Daddy.

Get Your Audio and Pop Culture Fix with SiriusXM Media 

Though it's currently on a filming hiatus, season 12 of Vanderpump Rules has the green light. Despite the current break, podcasts are the perfect avenue for advertisers to reach fans, who are still hungry for content between seasons. The TL;DR? Diversify your media buying by investing in digital audio. 

Will the show last? TBD. But one thing’s for certain, its audio content will likely outpace the show itself. Vanderpump Rules’ audience draw is its ability to provide a getaway—and we likely all need more of those. 

Ready to leverage the power of audio? We’re all ears; let’s chat.