Move Over Social Media, Music is a Safe Haven for Brands

If TikTok’s 2025 ban and its swift reappearance have taught us anything, it's that social media platforms can see their audiences shift in an instant. From creators urging (and sometimes pleading) followers to migrate with them to Instagram or YouTube, to users deleting the app, to TikTok still being missing from app stores to date, TikTok's future remains up in the air.

With the decision deadline for the platform’s fate looming in early 2025—cue Lola Young’s “Messy”—because the chaos is far from over. Potential purchases of the app are undetermined, and political figures remain a major part of the conversation. 

All of this has huge implications on advertisers. With so much uncertainty around the social media landscape, brands need to reconsider how they allocate their marketing budgets in 2025. Because no matter the headlines, the state of the world, or the opinions of media moguls, one thing will never change: Music is a safe haven. And if you're ready to reallocate your dollars, SiriusXM Media is the right place for you.

Music Provides a Safe Place

Attention is fleeting in today’s world, especially on social media. When TikTok went dark, we saw how quickly some consumers can (and will) flock to other social media brands for content, with little to no loyalty to previous profiles. 

Nothing is more personal and human-curated than streaming audio. Our music platforms grow and evolve with us and our tastes, keeping us loyal to the technology that knows us and allows us to reflect on moments that shaped who we are. Remember the euphoria that stems from a platform getting to a place where the algorithm is just right? All the thumbs ups and downs, downloads, and searches have paid off for a perfectly curated profile. That’s how Pandora has been able to keep a loyal audience for over two decades. 

But, we’re not just talking about consumers. Advertisers can rely on digital audio as a safe space to communicate  brand messages and connect with listeners—with peace of mind. In today’s climate, a quality environment, data privacy, and transparency are increasingly critical issues for brands, and we’re constantly working to offer more features to ensure our partners’ audio advertising is verified and brand safe.

Your Concerns Are Our Priorities, Your Issues are Our Resolutions

While social media platforms face growing challenges around data safety, privacy, and accessibility, SiriusXM Media remains a reliable  and steadfast partner. With 160M listeners and 87% of them listening to ad-supported content, combined with a robust tech stack driving innovation in identity, we’re an essential partner for expanding reach well into the future.

Be Side-by-Side with Quality Content

Because music accounts for a large majority of total listening time (75%), maintaining quality for both the advertiser and the listener is our utmost priority. Our music catalog is carefully reviewed by a team of experts, so you can rest assured that your message is among content that’s legally and professionally produced.

Avoid Ad Fraud

With the SiriusXM Streaming Network, every single user is logged in, which means our data is built on real people, real-time behaviors, and real signals—significantly reducing the possibility of bots close to 0%. On top of defending against ad fraud, the logged-in user base enables robust first-party data, which are  the building blocks for our future-proofed targeting. 

Buy on Your Terms

Whether you prefer to purchase our premium audio, display, or video inventory with a direct insertion order or programmatically through a DSP, we offer flexible buying models to best meet your needs. If you’re looking to find audience scale without sacrificing quality inventory and environment, you can do so through our premium programmatic private marketplace offerings. We also offer self-service solutions to help you take charge of your campaign with automated and  simplified end-to-end buying methods. 

Verified with Independent Third-Party Measurement

We believe that independent ad verification partnerships are an important aspect to evaluate the value of your campaigns. With a variety of third-party measurement offerings available, you can measure the effectiveness of your media campaigns, including ad verification and fraud, powered by the Open Measurement SDK.

SiriusXM Media Stands for Quality

When you partner with us, we don’t take that responsibility lightly. Our guiding principle has always been building trust and confidence with our advertisers. No matter the future of TikTok, or the next popular platform to come after it, we’ll continue to do whatever we can to deliver you the scale, targetability, and quality you need to reach and succeed your digital marketing goals. 

Looking for a safer space for your brand messages? Let’s talk.

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