Monday, July 7, 2025

Podcasters Staging Live Events To Attract Ad Revenue


Podcaster are increasingly leveraging live events to capitalize on growing advertiser interest in podcasts as a marketing channel. 

Accoirding to Digiday, Rising Advertiser Interest in Podcasts:

Brands are increasing their podcast marketing budgets, viewing podcasts not only as an audio medium but as part of the broader creator economy. This shift is driven by the rise of video podcasting and the perception of podcast hosts as influencers with loyal, engaged audiences.

The article highlights that advertisers are attracted to podcasts for their ability to deliver high-impact engagement, extending brand presence beyond traditional audio feeds into live experiences and video content.

Podcast companies are organizing more live events to meet advertiser demand for premium sponsorship opportunities. 

For example, SiriusXM, a major player in the podcast industry, hosted 10 live podcast events in 2024. By June 2025, SiriusXM had already held 18 live podcast recordings, with plans to double or triple this number by year-end.

These events, typically hosting 40–50 fans, are not ticketed but generate revenue through sponsorships from brands like Hershey’s and Macy’s. SiriusXM reported a 160% increase in ad revenue from live podcast events in 2025 compared to all of 2024, though exact figures were not disclosed.

Events are held at venues like SiriusXM’s in-house studio in New York City or external locations like Avalon Hollywood, offering brands opportunities for in-person activations, such as branded coffee bars, and visibility through logos and branding in the event space.

Sponsorship Opportunities and Revenue Model: Live podcast events provide brands with unique sponsorship opportunities, including logo placement, in-person activations, and integration into audio and video content produced from the events (e.g., bonus content for RSS feeds or YouTube). This multi-channel approach enhances the value for sponsors.

PodLife, a live podcast event platform, reported that over 50% of its featured events in 2025 are sponsored, reflecting growing brand interest. PodLife encourages podcast hosts to pitch live events to their existing sponsors, as these events serve as high-engagement touchpoints.

Vox Media, another key player, has seen brands like Smartsheet increase their podcast marketing spend in 2025, with live recordings cited as a significant draw. Live event inventory commands higher rates than standard ad reads, though specific pricing was not disclosed.

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