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An AI-powered feature鈥擜sk Music鈥攃reates personalized radio stations for subscribers. It鈥檚 also available for YouTube Premium subscribers. YouTube Kids. Parents can custom-design content by hand-selecting exactly what their children have access to. YouTube TV.

China鈥檚 TV viewing rate ranked last globally at No. 49, while radio listening ranked No. 46 and newspaper readership No. 39. City dwellers were more likely to listen to the radio and read newspapers, perhaps due to their commutes, the ease of access to a variety of daily papers, and city-specific stations and publishers. China was the No. 1 country for voice assistant usage by a wide margin.

Traditional radio still earns the majority of audio ad dollars, but it鈥檚 quickly losing share. The total audio market is growing at a four-year CAGR of 1.1%, but radio will actually lose ad dollars at a -2.0% CAGR over the same time frame. Digital audio advertising will have a CAGR of 5.3%, including 8.5% for podcast advertising.

Top sources of misinformation listed by respondents include social media content, friends/family, and traditional media (e.g., TV or radio). Vaccine-related guidance is a prime example of when online misinformation can steer a person wrong. One-third of consumers ages 18 to 34 say their viewpoints on some childhood vaccines are shaped by social media and others鈥� personal experiences.

While audio consumption in Canada shifted to streaming in terms of time spent, adoption rates for radio and music streaming were neck and neck. Some 72.1% of respondents listened to radio compared with 72.0% who listened to digital audio. Digital audio listenership was more likely among younger age groups, higher-income earners, and urban dwellers.

Western Europe ranked No. 1 globally among regions for average daily time spent with radio. At 1 hour and 13 minutes (1:13) daily, it stood 24 minutes above the global average. It far surpassed all other regions, which were mostly well below the 1-hour mark. This preference for broadcast radio affected time spent with digital audio.

Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.

Poland ranked No. 3 globally for time spent with broadcast radio, tied with Belgium. Respondents spent an average of 1:39 daily listening to broadcast radio, 44 minutes more than the regional average. Time spent with digital devices in Poland was below regional averages.

Chile led Latin America in radio listenership at 67.3%. This translated to 1:07 of daily broadcast radio consumption, the highest in the region. Radio remained a vital medium in Chile's media landscape. Smart TV ownership in Chile was remarkably high at 65.4%. This made the country No. 3 globally for smart TV penetration.

Broadcast radio time in Indonesia is the lowest in the region at 30 minutes daily. That was 9 minutes short of the regional average. This continues a downward trend in the country, as time spent with radio was 44 minutes daily in 2019. Time spent with print press in Indonesia also ranked last in the region. At 31 minutes daily, it was 13 minutes below the regional average.

Streaming music, podcasts, and radio apps have changed the complexion of audio listenership in Canada. Over the past decade, digital audio has grown to a level that now rivals the traditionally strong radio listener base.

Gen Z consumers usually listen to the radio and get news updates in the morning, while music and podcast listening peaks in the afternoon. Streaming and YouTube activity builds throughout the day: 59% watch paid streaming in the morning, rising to 72% late at night, while using YouTube with ads climbs from 64% in the morning to 77% in the evening.

Penetration rates for radio listenership and print readership showed declines in the US that were also seen in most other countries. Reading newspapers was reported by 36.2% of respondents, a decline of 4.7 percentage points from 2021. Magazines were read by 40.6% of respondents, down 6.7 percentage points from three years ago.

Domestic publishers like Bell Media, Rogers Sports and Media, CBC/Radio-Canada, and Quebecor Media are improving their digital portfolios. These companies dominate traditional ad spending, which amounted to 24.2% of total ad spending in 2024. Their digital arms didn鈥檛 compete well with the tech giants initially.

The rest will go to streaming radio from local and national broadcast stations, satellite services, and other online platforms that may offer ad-supported on-demand music and audiobooks in addition to more curated radio-like listening experiences. Podcasts are driving growth in digital audio services ad spending but have had less traction among programmatic advertisers.

US digital audio ad spend will reach $7.12 billion this year, according to our March 2024 forecast.

The 2025 鈥淢ark of a Fighter鈥� campaign, launched on March 5, will appear across digital, social, connected TV, audio, radio, and out-of-home. The campaign will have placements in all March games on TBS, CBS, TNT, and TruTV, and the April 7 championship, totaling 67 games. The three spots focus on attracting new customers and reaching the company鈥檚 core Hispanic audience.

Digital audio will have 197.5 million adult listeners in the US this year, but each listener will generate only $36.05 in ad revenues. Radio fares slightly better at $49.10, but both pale next to most other major video platforms.

Our forecast data reveals a mismatch between marketers who have been quick to transition to digital platforms, and consumers who are still spending time on traditional media like TV, newspapers, and radio. This year, 74.6% of all US ad spending will go toward digital media, while US adults will only spend 62.1% of their daily media time with digital, according to our forecast.

Apple鈥檚 intensifying in-house push: It already designs its own processors, and now it looks like Apple is moving to make its own Wi-Fi and 5G radios, displays, and touchscreens, reducing reliance on suppliers.

Traditional media (mainly linear TV, radio, and print) has been on a downward spiral for nearly 15 years, and it will hit a conspicuous new low in 2025: US adults will spend less than a third of their media time with traditional formats from now on. Click here to view our full forecast for US average time spent per day with total traditional media.

US consumers are now reallocating their media time in a zero-sum fashion, with approximately 10 minutes of traditional media time (TV, radio, print) shifting to digital platforms. It's a significant departure from 2023, when people added 20 minutes of digital time, while cutting just 10 minutes of traditional media consumption.

Ads were also placed on other online channels and in radio spots. Our take: Temporary removal of the campaign may not be a huge deal on its own (assuming it will be quickly restored with the suggested informed consent messaging from Kennedy), but it鈥檚 an early indicator of steps RFK Jr. is willing to take to alter vaccine-focused messaging.

But even as traditional media ad spending declines, marketers in this sector still rely on channels like linear TV, radio, and print more than any industry we cover, outside of those rolled up into the 鈥渙ther鈥� category. Executive Summary. Healthcare and pharma marketers overindex on traditional media ad spending.

Digital formats take more dollars from traditional media in lean economic times, as CTV and digital audio offer more concrete ROI data than traditional broadcast TV and radio. Similarly, performance marketing formats like search are safer for lean marketing budgets. Canada鈥檚 Digital Services Tax (DST) was also a factor in our revised forecast.