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High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

Programmatic plays a small but growing role in digital audio services ad spending. Major digital audio platforms are leaning in.

Video provides additional revenue streams that are more difficult to pull off on audio. While audio-only podcasts have experimented with product placement, it鈥檚 more natural on video. It鈥檚 also easier to sell things like podcast-related merch in a video context where viewers can see products. But video podcasting comes with its own challenges for marketers.

Music/audio streaming adoption in Denmark exceeded regional averages. The survey found 69.0% of respondents used music/audio streaming services. This surpassed the regional average of 67.3%. News consumption spans multiple formats. Time spent with print press (43 minutes) and online press (1:02) ranked near the top regionally, exceeding the average in Western Europe.

The news: Netflix is co-producing a comedy podcast 鈥淭he Big Pitch With Jimmy Carr鈥� with BBC Studio鈥檚 Audio unit, marking one of Netflix鈥檚 first forays into the podcast arena through Netflix Podcasts, per The Hollywood Reporter. The show marks the first time BBC Studios Audio has been commissioned by Netflix for a podcast.

Almost half of all digital media time (49.2%) will be spent watching video, while only 16.5% will be spent listening to digital audio. Video鈥檚 popularity is spilling over into podcasts: 30% of podcast listeners between the ages of 15 and 29 mostly watch video with some audio; another 22% listen to and watch video equally. Older consumers tend to listen to audio only.

Netflix recently confirmed that it鈥檚 planning to move into the video podcast space as part of its broader effort to compete with YouTube for streaming dominance. Spotify expanded its Partner Program to nine new markets in March to remain competitive in light of YouTube surpassing it as the preferred platform for podcasts.

Focusing solely on Spotify and similar youth-dominated platforms may mean missing older audiences who increasingly turn to digital audio. The next leap in podcast effectiveness won鈥檛 come from adding more spend鈥攊t will come from allocating it more intelligently.

Dozens of ads with AI voices found marketing illegal drugs on Spotify: The incident highlights the struggle to keep up with AI鈥檚 rapid development.

YouTube introduces new offerings for ads, podcasts: The platform aims to highlight its ability to reach audiences with unmatched versatile content options.

YouTube redefines podcasting: Video formats capture 43% of weekly podcast listeners, far outpacing traditional audio-only platforms.

Music and audio streaming adoption in Russia lagged the regional average. Only 42.6% of respondents reported using music or audio streaming services, significantly below the regional average of 54.3%. The suspension of service from international streamers like Spotify and Amazon Music likely lowered participation. The largest YoY change was in live TV viewership.

As the audio industry continues its relatively glacial transition from traditional to digital, more and more of the dollars that may have gone into pure-play digital audio formats are instead leaking into video platforms such as YouTube.

On today鈥檚 podcast episode, we discuss the battle between linear TV and CTV, one mobile device metric that is going down, and a surprising finding about which age group uses YouTube the most. Join Senior Director of Podcasts and host Marcus Johnson, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Director of Forecasting Oscar Orozco. Listen everywhere and watch on YouTube and Spotify.