3 Digital Audio Takeaways You Can't Afford to Ignore

Have you ever encountered information that completely shifts your perspective on effective marketing? That’s exactly what happened to me this year while gearing up for a campaign targeted at U.S. audiences. The ideas from the "SiriusXM - 2023 Digital Audio vs…" report were too significant to ignore, so I’m here to share them and try to clarify why digital audio might just be the missing piece in your marketing strategy.

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1.Audio is where your audience are spending their time 

Consider where you typically look to understand your audience's behavior. It's easy to focus primarily on social media. And that’s a logical step, given the universal use of platforms like Facebook, Instagram, and Twitter. However, there’s a significant portion of media consumption we often overlook, and that’s audio.  According to data, consumers spend about 31% of their total media time engaging with audio content, yet this medium only receives 9% of total advertising expenditures (WARC, 2021). 

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This discrepancy highlights a vast, underutilized space within digital marketing where audiences are highly engaged yet not overly saturated with ads. Thus, if you reallocate some of your marketing budgets to bridge this gap, you can find a less competitive market that offers a more captive audience.

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2. Streaming Audio is Portable, Convenient, and Always Accessible

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The appeal of streaming audio lies in its inherent convenience and accessibility. Modern consumers value flexibility and personalization, traits that streaming audio delivers in tone. This medium allows users to consume content on-demand, whether they're commuting, exercising, or engaging in leisure activities where visual media might be impractical. For instance, in 2014, 79% of audio consumption occurred during activities that typically preclude video consumption, such as driving or running (IAB, 2014).

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As someone who spends a lot of time on video streaming platforms, I’ve noticed something interesting—most of the services I use are completely ad-free. Major CTV platforms either remove ads altogether or allow users to skip them, which makes it challenging for marketers to reach those audiences. On the other hand, digital audio works differently.

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Platforms like streaming services and podcasts offer a mix of subscription-free, ad-supported content, creating a space where advertisers can actually connect with listeners. The numbers back this up—87% of the SiriusXM network listens to ad-supported content (Pandora, 2023), while only 7% of viewers stick with ad-supported video streaming services (SiriusXM Media, Pandora, and SoundCloud). That’s indeed a massive difference and a huge opportunity for brands looking to reach engaged audiences.

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3. Podcast Hosts Build Trust in Advertising

A real connection in advertising means more than just speaking to the audience since it requires a message that feels natural and honest. That’s where podcasts stand out. Unlike traditional ads that sound polished and rehearsed, podcasts bring real voice and conversations that people already trust. For instance, in 2023, adult listeners (18+) trust podcasts 23 times more than social media, 9 times more than TV, over 4 times more than radio, and more than 6 times more than streaming video (Podsurvey Podcast User Study).

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Also, listeners also see streaming audio as one of the most trustworthy forms of media. For instance, streaming services rank 5.3 times higher in trust than social media, which gives brands a rare chance to connect with an audience that actually listens. With so many people avoiding traditional ads, digital audio offers a way to reach them without disrupting their experience.

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Why Should You Include Audio Advertising in Your Marketing Campaign?

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The above 3 takeaways from the SiriusXM report reveal that audio is a prime spot for engaging today’s audiences who might not be getting much attention through traditional ads. With audio ads, you reach people in a personal, direct way that other media can't match. It gives your brand a voice and a chance to tell your story in a way that really sticks with people. If you haven't yet explored its capabilities, now’s a great time to start.

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Curious about how digital audio can spice up your marketing efforts? Give us a shout. We've got the know-how and experience with platforms such as SiriusXM and Spotify to tailor a strategy that speaks directly to your audience. 

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Sources:

SiriusXM - 2023 Digital Audio vs...

WARC The Investment Gap: Understanding the Value of Audio, 2021 

IAB, Digital Audio Buyer’s Guide

Pandora Entertainment Soundboard Study 2023

SiriusXM Media, Pandora, and SoundCloud internal metrics

Podsurvey Podcast User Study (N=2,642), Q2 2023

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