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That's the idea behind ad-supported tiers on streaming platforms. (21:18):. But the second thing is that consumers get served ads that are actually relevant to them and that might provide them with useful information when they make purchase decisions. And that's where consumers feel ignored.

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.

CTV time includes all forms of subscription OTT (sub OTT) streaming, free ad-supported streaming TV (FAST), digital pay TV, apps, and digital audio accessed via a CTV device. It does not include time watching traditional TV (broadcast or cable) via a CTV. Traditional TV time will trail CTV time by 6 minutes this year, after leading CTV by over 2 hours per day as recently as 2020.

CTV time鈥攚hich does not include traditional cable TV viewed via a CTV, but does include all forms of OTT streaming, digital pay TV, digital audio, and other apps accessed via a CTV鈥攈as risen rapidly in recent years. We project it will finally catch up with old-fashioned linear TV in 2026. Click here to view our various forecasts for US time spent with media, by device.

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

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

On today鈥檚 podcast episode, we discuss how DeepSeek pulled the rug from under the established AI giants, how it stacks up against other chatbot models, and why it has changed the AI conversation moving forward. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Analyst Grace Harmon, and Senior Analyst Gadjo Sevilla. Listen everywhere and watch on YouTube and Spotify.

Why it matters: Amazon has a lot of catching up to do in the music streaming market. Just 8% of digital audio listeners use Amazon Music most often, per SiriusXM Media, trailing Spotify (34%), YouTube Music (21%), Apple Music (13%), and Pandora (13%). Listeners across age groups spend an average of 49.7 hours per month on Spotify, compared with 0.8 hours a month on Amazon Music, per Comscore.

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.

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.

B2B influencer marketing has become a key strategy for driving trust and engagement. Buyers turn to industry experts, micro-influencers, and thought leaders for credible insights. Marketers should use video and events to maximize reach as well as AI for efficiency and measurable ROI.

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.

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.