The Big Picture: Online audio

Examines the adspend outlook for online audio, taking into account the big picture view.
  • Online audio ad spend will reach $15.8bn in 2024, with 37.7% of total audio advertising revenue being digital by 2029.
  • Both the US and China will see slower online audio growth compared to a few years ago; US online audio will grow 15.8% year on year in 2024, and China will grow 4.9%.
  • 75% of all digital audio ad revenue will be “informed by AI” by next year.
  • Music streaming and podcasts have reached more 16-24s in recent years: in 2020, 63.9% of 16-24s worldwide were reached by podcasts, and the number has risen to 84.8% in 2024....

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