Laura Fernandez, VP Head of Industry for Travel, iGaming + Sports Betting at SiriusXM Media, notes how podcasts have become an incredibly powerful tool for the sports betting industry to reach engaged and active communities of sports fans.
Podcasts have exploded in popularity over the last five years but how can igaming operators leverage these platforms to attract advertisers to target audiences?
Podcasts aren’t niche anymore—they’re mainstream, with listenership growing over 224% in the last decade and more than 158 million people tuning in every month. According to a recent study by Dentsu and Lumen Research, podcasts also command more attention than social media and TV, making them a powerful tool for iGaming and sports betting brands. Whether you’re running national host-read ads on shows like Conan O’Brien Needs a Friend or Call Her Daddy, or targeting listeners in live and legal states through the SiriusXM Podcast Network, the opportunity is massive. Bonus: you can go even deeper—targeting fantasy sports fans or social gamers listening to podcasts—all at scale.
What type of advertising tends to work best for advertisers: ad rolls before, during and after podcasts or integrated/sponsored sections?
It all comes down to the brand’s KPIs and the audience you’re trying to reach. From there, we tailor the right podcast strategy to meet your goals.
At SiriusXM Media, we can measure performance every step of the way—from creative testing with Veritonic to attribution and sales lift studies with Claritas—so you know your campaign is driving real results.
We offer host-read ads pre-, mid-, or post-roll, custom podcast episodes, and even live podcast tapings with brand sponsorship opportunities. And we’re not stopping at audio—our podcast extensions now include YouTube video ads and social integrations to meet listeners wherever they are.
What can operators do to tap into the community feel that podcasts can create between audiences?
Sixty-five percent of podcast listeners say they feel a personal connection to the hosts they tune into, and 64% trust and value the opinions of SiriusXM personalities. For iGaming and sports betting brands, that means podcast creative shouldn’t feel like a standalone ad—it should feel like an extension of the show itself.
When brands take the time to understand the host’s voice and audience, the message comes across as more authentic, personal, and impactful—aka exactly what your target consumers want to hear.
At SiriusXM Media, our in-house audio creative agency, Studio Resonate, helps brands find their voice and craft creative that truly fits the tone of the show and the moment.
Podcasts are now moving into video and social channels beyond just audio. What can podcasters and advertisers do to make the most of the opportunities that this content shift offers? How can they leverage these video and social clips?
Podcast consumption is exploding beyond traditional audio, with massive growth on YouTube and across social media platforms.
For iGaming and sports betting brands, it’s all about meeting podcast audiences where they are—whether that’s in the feed or in their earbuds. At SiriusXM Media, we offer turnkey solutions like host-read ads on YouTube, pre-packaged programs that seamlessly integrate your brand into a podcast’s structure and themes, and bespoke partnerships where creators develop custom content tailored specifically to your message.
It’s podcasting—built to perform across platforms.
What sports podcasts does SiriusXM have in its portfolio and how do you help operators connect with their target audience?
SiriusXM has a deep bench of 300+ sports podcasts, generating around 17 million monthly downloads across networks like Dirty Mo Media, NBC Sports and our latest addition—The Fantasy Footballers.
The Fantasy Footballers is a powerhouse in the space, averaging 2 million monthly downloads, with 385K YouTube subscribers—and they’re going on tour. It’s a prime, endemic opportunity for iGaming and sports betting brands to show up authentically and connect with a highly engaged, betting-savvy audience.
What makes SiriusXM stand out and why should operators work with you over the competition?
SiriusXM Media brings it all together—podcasts, streaming, satellite, and social—through one partnership. Plus, with trusted talent, data-driven insights, and built-in brand safety, operators can scale campaigns across audio and video seamlessly. We don’t just run ads—we build connections that drive results.
