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The programmatic digital audio services category is more than podcasts.

Though marketing budgets are under scrutiny in this tight economy, it might make sense to consider integrating audio advertising into your marketing mix. That鈥檚 because listener growth is picking up for podcasts and audio formats overall. Audio ad formats also have unique features to help marketers.

Spotify鈥檚 $20 billion podcasting dream is a long way off: Despite a strong quarter for revenue and user growth, investments will take longer than expected to pay dividends.

Exclusive podcasts didn鈥檛 pay off for Spotify: With slower listener growth overall, the company is bringing some shows to rival audio platform

This year, North America holds the title for most podcast listeners at 149.4 million, per our August 2023 forecast. By 2027, China will take over with 178.7 million listeners.

鈥淕oogle is facing increasing competition on every front, and a good quarter of growth is helpful to bolster its position,鈥� our analyst Evelyn Mitchell-Wolf said on a recent 鈥淏ehind the Numbers鈥� podcast episode. She explains what鈥檚 impacting Google鈥檚 recent growth, the challenges it鈥檚 up against, and how the company is bracing for competition.

On today's podcast episode, we discuss whether Snapchat's 鈥淟ess social media. More Snapchat鈥� is working, how concerned folks should be about its slowing user growth, and what to make of its revenue turnaround. Tune in to the discussion with our analyst Minda Smiley.

Next year, US podcast ad spend will pass the $2 billion mark, according to our forecast. We project double-digit growth through the end of our forecast period in 2027. New data from the Interactive Advertising Bureau (IAB) finds that podcast ads are trending toward brand awareness, with increasing emphasis on video formats.

On today's podcast episode, we discuss whether we can believe an improved economic outlook, why the US ad market is experiencing such a sustained period of growth, and whether it can last. "In Other News," we talk about which of Amazon's three new shoppable video ad formats is most interesting and how many Americans have an ad blocker (and a surprising reason why). Tune in to the discussion with our analyst Yory Wurmser.

On today's podcast episode, we discuss what happens when GenAI hits the turbo button on economic growth, the next major shift AI is going to create, and the biggest concerns regarding an AI-powered injection of this magnitude. "In Other News," we talk about why Amazon is pouring more money into AI company Anthropic and what happens when ChatGPT steps into the physical world. Tune in to the discussion with our analysts Jacob Bourne and Gadjo Sevilla.

On today's podcast episode, we discuss what was behind the streaming giants staggering subscriber growth, how Prime Video's new ad-tier will affect Netflix, and how a deal with the WWE changes its sports strategy. "In Other News," we talk about an important milestone for ad-supported video streaming. Tune in to the discussion with our analyst Daniel Konstantinovic.

On today's podcast episode, we discuss how advertisers should adjust their plans based on social video time's slowing growth, whether people will spend more social media time on connected TVs, and the ratio between ad spend and time spent on social networks. "In Other News," we talk about whether TikTok can become a more traditional social network and getting paid to watch ads on a new socially conscious social media app. Tune in to the discussion with our analyst Debra Aho Williamson.

On today's podcast episode, we discuss a user milestone for Spotify, whether it needs a rebrand, and where new growth is most likely to come from. Tune in to the discussion with our analyst Daniel Konstantinovic.

On today's podcast episode, we discuss what to make of Google delaying the deprecation of third-party cookies (again), what was behind its most recent ad revenue growth, if it can defend its search business from a wave of AI, and what stands out about YouTube's recent performance. Tune in to the discussion with our analyst Evelyn Mitchell-Wolf.

Though growth is slowing, digital grocery will continue to fuel overall ecommerce growth in the US. 鈥淕谤辞飞迟丑 is no longer driven by new adopters, but heavy digital grocery users,鈥� our analyst Blake Droesch said on a recent 鈥淩eimagining Retail鈥� podcast episode. Here鈥檚 how retailers like Instacart, Amazon, and Walmart can capitalize on frequent buyers.

On today's podcast episode, we discuss how Snapchat+ is getting on, how much of a focus AR will be for the company going forward, and why user growth is doing just fine ... but revenue growth is not. "In Other News," we talk about the differences between the terms "influencer" and "creator" and what to make of LinkedIn's significant 1-billionth-member milestone. Tune in to the discussion with our analyst Jasmine Enberg.

Time spent on Facebook and Instagram this year was up 7% and 6%, respectively, according to Meta鈥檚 Q3 earnings. 鈥淚t鈥檚 just incredible growth considering how much time people are already spending on these platforms,鈥� our analyst Jasmine Enberg said on a recent episode of the 鈥淏ehind the Numbers鈥� podcast. 鈥淎nd that, of course, is a really important metric to advertisers.鈥�

Toy sales growth can be attributed to kids鈥� shifting interests, the influence of online platforms, and expanding into older audiences. In our recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast episode, we dive into trends impacting toy retail sales and how marketers can reach new consumers.

US digital media consumption and consumer spending growth are at a standstill. 鈥淚t's just getting really competitive to reach today's consumers,鈥� our analyst Jeremy Goldman said on an episode of the 鈥淏ehind the Numbers: Daily鈥� podcast. Here鈥檚 what advertisers need to know about the latest trends in digital, including fierce competition for ad dollars to ecommerce having room to grow.

On the first podcast episode of the new year, we discuss what buy now, pay later's (BNPL鈥檚) prospects will look like in 2024. 鈥� In our 鈥淪tory by Numbers鈥� segment, we focus on the outlook for BNPL by looking at growth by generation. 鈥� In 鈥淗eadlines,鈥� we examine data from Adobe Analytics that states BNPL purchases were up 43% on Cyber Monday compared with the previous year, and how the rise of BNPL use over the holidays has increased consumers' debt burden. 鈥� In 鈥淔or Argument鈥檚 Sake,鈥� we debate whether BNPL promotes good or bad behavior. Listen to the podcast with host Rob Rubin and our analysts Grace Broadbent and David Morris.

Podcasts represent a small, but growing, revenue stream for creators. Brands want in on creator-led podcasts, especially as video becomes a more crucial component of podcasting. But both sides face challenges over concerns related to scale, brand safety, and ad loads.

Music streaming, audiobooks, and podcast growth is plateauing, while time spent with radio is now seeing a faster decline. US in Perspective. Mobile hit a milestone. For the first time in the US, time spent with mobile was greater than daily minutes on PC/laptop/tablet. At 3 hours, 37 minutes (3:37) in H1 2023, mobile time outpaced PC/laptop/tablet by a single minute.

Digital audio advertising will have a CAGR of 5.3%, including 8.5% for podcast advertising. The rapid growth will push digital鈥檚 share of audio advertising to 47.4% by 2028. In-game advertising remains mostly a mobile affair, but consoles and PC developers are making moves. Ad buyers will spend 90.4% of their in-game ad dollars on mobile games in 2024.