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But the audio format itself poses a problem: Digital advertisers are accustomed to measuring ad performance through click-through rates and other metrics that don鈥檛 translate to audio, making ROI difficult to track. Advertisers have also complained about issues and a lack of features on Spotify鈥檚 ad manager.

Zooming out: AI audiobooks are available on other popular streaming platforms. Audible has over 40,000 AI-narrated titles, per Bloomberg, and Apple Books added AI-narrated options in 2023. Spotify said its goal is to boost the number of audiobook authors on its platform and make audiobook narration more cost-effective. AI everywhere: Spotify is incorporating AI throughout its offering.

And there are CEOs of other companies and adjacent industries where there's also a lot of saturation, specifically streaming and entertainment who are saying like, "Oh, this administration is a green light that we could do further mergers."

On today鈥檚 podcast episode, our analyst Bill Fisher asks Principal Forecasting Writer Ethan Cramer-Flood, Senior Forecasting Analyst Zach Goldner, and Senior Forecasting Director Oscar Orozco about the most interesting eMarketer international forecasts of the past year, as well as what we can expect for 2025.

Spotify pays 鈥渉undreds of millions鈥� to audio publishers each year, per Axios, and CEO Daniel Ek said that getting returns for its audiobook investments are a top priority. Last month, it launched a revenue-sharing program for video podcasters to grow its video content library and better compete with YouTube.

Key upgrades include five times more notebooks, Audio Overviews, and enhanced customization options鈥攊ncluding notebook style, tone, sharing, and advanced analytics. Game-changing feature: Google says early adopters of NotebookLM have generated more than 350 years鈥� worth of Audio Overviews, and paid users can now join the conversation with AI podcast hosts.

Behind the numbers: Spending will be dictated by two major trends: the need for consumers to replace electronics purchased during the pandemic and growing interest in AI-powered features. 70% of the consumer tech sector鈥檚 gains this year will come from sales of computers, portable audio, and televisions as shoppers embark on a 鈥減ost-pandemic 鈥� refresh wave,鈥� per Circana.

On today鈥檚 podcast episode, we discuss which hotel guest behaviors do people think are most acceptable and unacceptable, the first ad on every media type, how American households look today compared to the 1960s, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Blake Droesch, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.