The Listening Share & Household Income Connection

Audio advertising presents a golden opportunity to connect with highly engaged, purchasing-powerful audiences. Here’s what you’ll learn in this post:

• The Connection Between Listening Share & Household Income
• Why This Matters for Advertisers
• Who’s Being Left Out—And How to Reach Them
• The Bottom Line

The Listening Share & Household Income Connection

Audio consumption isn’t just growing—it’s dominating among affluent households. 

Katz Radio Group recently surveyed individuals in households earning $100,000 or more annually and concluded they are more likely to listen to the radio more regularly than the general population. This demographic’s media habits suggest that radio remains a vital channel for reaching high-income audiences.

Platforms like Spotify, YouTube, and even traditional radio remain go-to channels for these high-income listeners. Spotify has already shelled out more than $100 million trying to gain the upper hand in the podcast video boom. 

Podcasting, once a niche corner of the internet, has exploded into the mainstream. Today, over 40% of U.S. adults say they’ve listened to a podcast in the past month, with a significant share of these listeners coming from higher-income brackets. 

For brands looking to reach affluent, highly engaged audiences, podcasts have become one of the smartest plays in the audio landscape.

Why This Matters for Advertisers

Simply put, affluent audiences have greater purchasing power. Audio channels provide a direct link to their ears and bank accounts. 

These listeners are highly engaged. Whether tuning in at the gym or winding down with a post-work podcast at home, the freedom to listen across multiple devices in multiple settings creates more opportunities to take in content. 

Across the board, brand loyalty surges amongst affluent listeners who regularly consume content from their favorite creators. This loyalty takes shape with the drive to purchase following the recommendations from trusted sources – a testament to the power of making host-read ads and sponsored content.

Audio can reach people at any moment, on a scale that other advertising channels can’t compete with. This allows brands to connect with them throughout their day as opposed to the fixed points of visual media. 

Investing in audio advertising can translate into higher ROI and more meaningful engagement for businesses targeting consumers with disposable income.

Who’s Being Left Out—And How to Reach Them

While traditional radio and streaming platforms remain powerful tools for reaching affluent listeners, brands risk missing key segments by relying solely on these channels. Younger, tech-savvy consumers and niche audiences are increasingly migrating toward alternative audio spaces, making it critical for marketers to diversify their approach.

Affluent listeners aren’t just passively tuning in—they’re highly engaged, and audio is one of the most innovative ways to meet them where they are. Podcasts create targeted, passion-driven environments across business, finance, wellness, and lifestyle categories. Brands integrating with these trusted voices can tap into influential, loyal communities primed for action.

Programmatic audio pushes this precision even further. With real-time, data-driven targeting across streaming services, podcasts, and digital radio, advertisers can zero in on high-income audiences based on demographics, location, interests, and listening behavior. This ensures the right message is delivered to the right listener at the right time, maximizing both reach and relevance.

YouTube’s growing dominance in the podcasting space adds another crucial layer. Today, YouTube is the leading platform for weekly podcast listening in the U.S., surpassing both Spotify and Apple Podcasts. Among affluent, tech-forward 18–34-year-olds, YouTube’s hybrid model, where users often stream podcast videos like traditional audio, offers brands a unique blend of visual and audio engagement. Skippable pre-rolls, embedded midrolls, and host-read integrations make connecting authentically with these high-value consumers easier than ever.

Bottom Line

As audio consumption continues to rise among affluent listeners, advertisers who harness the power of this medium will find themselves well-positioned to engage high-value audiences. 

By diversifying your strategy across podcasts, programmatic audio, and emerging platforms, you can ensure your brand resonates with consumers who are not just listening but actively ready to connect.

Ready to make audio a part of your next campaign? At Strategic Media Inc, we specialize in helping brands amplify their message through tailored audio strategies that reach the audiences that matter most.