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Japan鈥檚 median age of 49.9 was the highest among GMI countries, which could explain the more limited engagement with media, especially digital. Japan鈥檚 time spent with digital devices was low globally. Desktop/laptop/tablet time was 2:13 (37 minutes below the global average), and mobile time was 2:01 (1:47 below the global average). Audio listenership trailed the global average significantly.

Google, Amazon, and Apple are all pushing further into conversational audio, advancing products like Alexa and Siri. 鈥淭his basically puts together a perfect storm of conditions to grow an ad market really, really quickly,鈥� said our analyst Max Willens, predicting these conversational assistants will seamlessly integrate sponsored content.

Music industry races to detect and tag AI: Platforms鈥� AI detection tools are shaping the discovery and visibility of AI audio. Startups like Vermillio and Musical AI are baking detection tools directly into the licensing process.

US consumers will spend 8.6 hours daily with digital media in 2025. How they divide that time across devices is evolving as video content drives strong growth in connected TV usage.

What do brands need to know about the next wave of digital growth?

Digital also faces a range of possible outcomes, though a contraction is not among them. The best-case scenario for digital remains double-digit growth, as per its previously healthy trend line. Digital will also account for more than 80% of ad spending for the first time in 2025, regardless of the economic circumstances. Here are the three scenarios for digital ad spending in 2025:.

In today鈥檚 episode, we talk about how to be both a product-led organization and a customer-centric one, what fintechs are doing that keeps them closer to customers, and how banks can rethink the customer journey around financial life stages. Join the discussion with host and Head of Business Development Rob Rubin, Analyst Lauren Ashcraft, and Principal Analyst Tiffani Montez.

On today's podcast episode, we discuss why households with no pay-TV (traditional or digital) will be the majority and if livestream shopping in America can become habitual. Tune in to the conversation with Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.

And it's just this world of online healthcare and a greater demand for convenience, just like you see in other aspects of life. Why should healthcare be so frustrating in terms of being able to access certain products or services? It shouldn't have to be that way.

On today's podcast episode, we discuss the unofficial list of the most interesting retailers for the month of January. Each month, our analysts Arielle Feger, Becky Schilling, and Sara Lebow (aka The Committee) put together a very unofficial list of the top eight retailers they're watching based on which are making the most interesting moves: Who's launching new initiatives? Which partnerships are moving the needle? Which standout marketing campaigns are being created? In this month's episode, Committee members Analyst Arielle Feger and Senior Analyst Sara Lebow will defend their list against Senior Analyst Zak Stambor and Analyst Rachel Wolff, who will dispute the power rankings by attempting to move retailers up, down, on, or off the list.

Despite this, over half of Substack鈥檚 250 top-earning creators published video and audio posts in April 2024鈥攁nd this increased to 82% by February 2025. Zooming out: Substack is continuing its push to broaden its offerings and gain more traffic by recruiting YouTube and TikTok creators with dedicated audiences.

My/Mochi chose to experiment with podcasts after carefully evaluating how their brand message would translate to audio, Wolf said. 鈥淧odcasts are incredibly cheap to produce from a creative perspective and give us national reach and a trusted person,鈥� said Wolf. 鈥淚t鈥檚 about constantly figuring out where the consumer is, where you want to reach them, and the different touchpoints that are relevant.鈥�.

In a 2024 HubSpot survey, 91% of marketers said they plan to maintain or increase their 2025 investments in podcasts and audio content. In addition, 50% plan to increase their podcast advertising, per Madison Logic. Influencer marketing is expanding.

Encouraging digital disconnection in a connected world. Heineken earned the second spot with its "Boring Mode" app, which transforms smartphones into "dumb phones" by temporarily disabling internet access. "At a time where most brands are encouraging consumers to go online or become more digital, I just think it's a really fun thing," said our analyst Arielle Feger.

Audio services will battle for podcast creators. In 2025, US podcast listeners will spend 1 minute more per day on podcasts than US TikTok users will spend on TikTok, per our forecasts. The talent agency landscape will shift to accommodate creators.

Case in point: It recently began testing short-form audio product summaries on select detail pages. The summaries, delivered by 鈥淎I-powered shopping experts,鈥� highlight key features, customer reviews, and web-sourced insights. The company likens the experience to 鈥渉elpful friends鈥� guiding your purchase decision鈥攑articularly useful while multitasking or shopping on the go.