SiriusXM has significantly increased its live podcast events, holding 18 in 2025 and aiming to double or triple that number by year-end. These live recordings, attended by small audiences, are not ticketed but generate revenue through sponsorships from brands like Hershey's and Macy's. Sponsorship revenue has surged, with ad revenue up 160 percent as of June 2025 compared to all of 2024. Live events offer brands a chance to engage with passionate fans and include various advertising opportunities and experiences for attendees.
SiriusXM has already held 18 live podcast recordings in 2025 and plans to double or triple its overall number of events by the end of the year.
Ad revenue from SiriusXM's live podcast events is already up 160 percent as of June 2025, compared to all of 2024.
SiriusXM frames its live podcast events as a premium sponsorship opportunity, allowing brands to connect with engaged fans and increase visibility.
Sponsors at SiriusXM's live podcast events benefit from ad reads, branding opportunities, and in-person activations such as branded coffee bars for attendees.
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