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Spotify has nearly twice as many US listeners as the next most popular digital audio platform, Amazon Music, at 103.6 million compared to 53.1 million, per our September 2024 forecast.

For example, if a finfluencer has a podcast, FIs could buy a short ad that would air in an upcoming episode. Another option is purchasing lines of copy in a finfluencer鈥檚 newsletter鈥攚hich could get as many views as some social media videos. These options could cost as little as a few hundred dollars, even for placement with a well-known creator.

Current measurement solutions aren鈥檛 perfect, but consumers have made themselves clear: Podcasts are here to stay. Current attribution solutions can provide directional insights while meaningful progress is made by podcast distributors and measurement providers. Consider video podcasts. Thanks in part to social video clips, video podcasts are becoming increasingly popular.

Podcast listening time dropped by 4 minutes YoY to 54 minutes daily. But it is up from 48 minutes in 2020 (the first year tracked by GWI). Smart device ownership gained across the board. Smartwatch ownership rates had a significant jump YoY. It鈥檚 now at 30.4% penetration in H1 2023, up more than 4 percentage points YoY and from 12.8% in 2019.

鈥淲e don't really have a great sense of how effective it really is at this point, in terms of consumers using it,鈥� our analyst Blake Droesch said on the Behind the Numbers: Reimagining Retail podcast.

鈥淭ools like visual search can be especially helpful [in resale], both for buyers who might see a product, might just want to be able to use their camera and match it as well as for sellers who can take a photograph of their product,鈥� our analyst Sky Canaves said on a recent 鈥淩eimagining Retail鈥� podcast.

鈥淕oogle has become this advertising hellscape where you never quite know how hard you're going to have to work to find what you need,鈥� our analyst Ethan Cramer-Flood said on an episode of our Behind the Numbers podcast in May. 3. Over 9 in 10 searches worldwide take place on Google. Google has a 91.02% market share in search volume, according to July 2024 data from StatCounter.

Just over two-thirds of the population will be digital audio listeners this year, including nearly 75% of internet users.

On the other hand, Argentina was last place in Latin America in time spent with print press, as well as with social/messaging and podcasts. Brazil. Latin America鈥檚 most populous country is the regional leader in eight of the 11 time spent categories GWI measured. This is up from six categories last year.

Why it matters: 鈥淐art abandonment is a huge issue for online retail,鈥� our analyst Sky Canaves said on a 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast last year, citing that just over 70% of shopping carts are abandoned, according to data compiled by Baymard Institute from the past two decades.

Within digital audio, podcasts face the same discrepancy. US adults will spend 0:23 per day (3.1% of daily media time) with podcasts this year, but podcasts will draw only about $2 billion in advertising, which amounts to 0.8% of digital ad spending and 0.6% of overall ad spending. What does it all mean? It鈥檚 complicated.

PayPal also introduced a new 鈥渧isual look鈥� as part of a larger campaign across social media, digital media, podcasts, streaming, and more. Why this matters: While it鈥檚 massively popular for online purchases, PayPal has struggled to grab in-store volume. That鈥檚 one reason PayPal revamped its debit card rewards last week and made the card compatible with Apple Pay.

Worldwide, those in the Middle East and Africa spend the most time with podcasts, at 1 hour, 4 minutes (1:04). It beats Latin America鈥攖he reigning leader in music streaming, social/messaging, and mobile鈥攂y 2 minutes. The popularity is partially motivated by the fact that podcasts consume less data (once downloaded) for lengthy content.

Daily time spent with total audio鈥攊ncluding broadcast radio, music streaming (including audiobooks), and podcasts鈥攆ell 11.5% between H1 2022 and H1 2023. Broadcast radio lost 10 minutes YoY. It fell below 1 hour daily (59 minutes) for the first time since GWI started tracking it in 2019.

On the 鈥淏ehind the Numbers鈥� podcast our analysts Jeremy Goldman and Evelyn Mitchell-Wolf debate the case. The DOJ鈥檚 arguments:. 1. Tying practices. Prosecutors allege Google engages in anti-competitive tying, making access to its ad exchange conditional on using its ad server.

In addition, Denmark was tied for third place (with Greece) in time spent with podcasts. Internet users in Denmark are among Western Europe鈥檚 most avid news consumers. The country was second to Greece in time spent with online press and second to Norway in time spent with print.

These are the moves Walmart needs to make, our analyst Zak Stambor said on the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淥therwise, people are just not going to associate this brand as a place to buy fashionable items.鈥�. 2. Amazon. After closing locations last year, Amazon opened several new Fresh supermarkets in September.

Go further: Listen to our recent podcast where we debated the case.

Spotify will perform well as it tries to right the ship after mishandling various podcast investments. And Apple will quietly have another booming year in app store advertising, an aspect of its business that has become increasingly important given the saturated global smartphone market. Google is in line for run-of-the-mill growth, but it will remain king of the mountain by a wide margin.

鈥淪ocial media plays a much bigger role in influencing everything Gen Z does, but this is very different from saying Gen Z over-indexes with social commerce,鈥� our analyst Blake Droesch said on the 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast. 鈥淸Social鈥檚] influence at the top of the funnel is really predominant, but it鈥檚 not necessarily where the majority of Gen Z are doing all of their shopping.鈥�.