From Podcasts to Playlists: Why Brands Are Doubling Down on Streaming Audio

At ARM, we believe in building smart, connected, audio-first strategies, and if you’re already investing in podcasts, adding streaming audio – such as music and online radio – is the natural next step.

Why? Because your audience isn’t just tuning in during one part of their day – they’re listening across different moments, moods, and platforms. And brands that show up across the board see stronger brand recall, deeper engagement, and better ROI. 

Recent research from Luminate backs it up:

• Over 70% of users say podcast availability influences their choice of streaming platform.
  
• More than a quarter of all weekly podcast listeners are music superfans, and are 40% more likely to be in that music superfan group when compared to the population overall.
  
• They’re also 27% more likely to buy physical music and 62% more likely to attend live events – showing they’re passionate and active fans, not just passive listeners.

Additionally, Spotify’s Culture Next report reveals that 75% of Gen Z and Millennials say audio allows them to “truly be themselves,” and over 60% feel more connected to brands that align with the music or podcasts they listen to.

These audiences aren’t just passive, they’re curating their daily soundtracks and noticing which brands are showing up in the mix.

By pairing podcast ads with streaming audio, you unlock a scalable, full-funnel audio strategy that combines storytelling and trust with frequency and scale. You also get access to advanced targeting tools based on mood, genre, and real listener behavior to make every impression count.

The best part? Streaming ads are cost-efficient and proven to drive action, with listeners more likely to engage with brands they hear in these environments. Let’s turn up the volume on your audio strategy and make every moment count. Contact our team today.