Step Up Your Multicultural Marketing with Diverse Podcasters

The podcast landscape is rapidly evolving as more voices from diverse backgrounds—across race, gender, and age—take to the mic. From creating laugh-out-loud moments to deep, thought-provoking conversations, multicultural creators are flipping the script on podcasting. Long gone are the days when podcasting was dominated by white men. According to Edison Research, 42% of podcasters are now non-white, which is more diverse than the overall US population. This much-needed shift has allowed every audience to find inspirational stories that resonate with them, providing advertisers a broader range of opportunities to reach and invest in multicultural audiences.

The Shake-Up—Redefining the Industry Make-Up

For many listeners, podcasts are more than just entertainment; they are a means of finding representation and understanding that can’t always be found in other media formats. According to our 2024 Podsurvey Study, 41% of multicultural podcast listeners feel that the podcasts they consume reflect their identity. What’s more, multicultural listeners are 29% more likely to turn to podcasts to connect with and celebrate their culture and community compared to the average listener.  

Invest in Diverse Podcasters

The demand for diverse voices doesn’t end with the content, it extends to the ads, as well. In fact, two in three multicultural podcast listeners express a strong desire for brands to collaborate with diverse content creators. To authentically meet this demand, brands should set aside specific budgets to invest in content from multicultural creators—without prioritizing it at the last second or waiting until a heritage month rolls around. 

From Oprah’s Super Soul, to El Show De Piolín, to BAD DATES, we have top titles for and by every demographic. With our Diverse Voices collections, brands can target key creator segments, including multicultural, Black, Hispanic, and female podcasters, at scale. This approach builds trust and loyalty through genuine representation and understanding. It also allows brands to maintain always-on messaging, so you’re not just showing up during the cultural tentpoles. Talk about music to the ears of 79% of podcast listeners who favor ads featuring a diversity of voices.

Speak Their Language  

To truly resonate with diverse audiences, brands need to adopt an authentic, culturally mindful approach. After all, one in three listeners say that conversations in their native tongue or dialect make them feel more connected to the content. And for Hispanic audiences, one in two find advertisements on Spanish-language podcasts to be more relatable. Thankfully, with robust Spanish-language targeting capabilities and powerful partnerships with top Spanish-language publishers, like Pitaya and reVolver, the SiriusXM Podcast Network has everything you need to connect with Hispanic audiences. 

Don’t have the resources or creative? No sweat, our in-house creative agency Studio Resonate specializes in crafting culturally relevant messaging—offering a holistic approach to multicultural advertising, led by teams with lived experience. From ideation, to copywriting, to casting, every element of your ad is crafted to connect with your target audience, including considerations like language preference and cultural nuances. 

Empower the Next Generation of Storytellers 

Yes, there’s been progress in diversifying media—but there’s still lots of work to do. The demand for diverse voices is there, with more than one in four listeners saying they wish there were more podcast hosts with a diverse racial or ethnic background. Thankfully, initiatives like SiriusXM Media’s Listen Next program are creating opportunities for new voices to enter the space. The program’s latest launch, podcast The Optimist Project, hosted by actor and activist Yara Shahidi, will premiere at the end of 2024 and feature conversations with change leaders about their visions for a better tomorrow. Brands can help the media and advertising industries achieve real equity by investing in emerging BIPOC creators like Shahidi (and the many to come after her).

We’ll say it again if you didn’t hear us the first time—partnering with diverse creators offers brands the opportunity to align with a wide range of perspectives and ensures that every race, background, and ethnicity is represented and celebrated in the podcasting world. Plus, supporting content from diverse creators and investing in varied communities is one of the best ways to earn trust and loyalty, full stop. We’ll be here, waiting for the rest of media to catch up. 

For more, download the Podcast Trends report. 

Ready to make your campaigns resonate? Let’s talk.