Market Insights Advertising & Media Advertising

Audio Advertising - China

China

China is expected to witness a significant growth in ad spending within the Audio Advertising market, with projections indicating a figure of US$4.34bn by 2024.
The country's largest market remains Traditional Radio Advertising, with a substantial market volume of US$3.18bn in the same year.
When compared on a global scale, the United States is set to lead in ad spending, with an estimated US$19,070.00m in 2024.
The average ad spending per listener within the Traditional Radio Advertising market is forecasted to be US$8.46 by 2024.
China's Audio Advertising market is booming, driven by the country's massive population and increasing demand for digital content consumption.

Key regions: China, Asia, Australia, France, Germany

Market

Region

Region comparison

Currency

Analyst Opinion

The Audio Advertising market in China has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing popularity of digital audio platforms.

Customer preferences: Chinese consumers are increasingly turning to digital audio platforms for their entertainment needs. With the rise of smartphones and the availability of high-speed internet, more people are accessing music and podcasts on their mobile devices. This shift in consumer behavior has created a lucrative opportunity for advertisers to reach their target audience through audio advertising.

Trends in the market: One of the key trends in the audio advertising market in China is the growing popularity of streaming platforms. Platforms like Tencent Music, NetEase Cloud Music, and Ximalaya FM have gained a large user base and offer a wide range of audio content. Advertisers are leveraging these platforms to reach a highly engaged audience through targeted audio ads. Additionally, the rise of podcasting in China has opened up new avenues for audio advertising. Podcasts are gaining popularity among Chinese consumers, and advertisers are increasingly using this medium to connect with their target audience. Another trend in the market is the integration of audio advertising with e-commerce. Many audio platforms in China have started offering in-app purchases and partnerships with e-commerce platforms. This allows advertisers to directly link their audio ads to product pages, making it easier for consumers to make purchases. The combination of audio advertising and e-commerce provides a seamless shopping experience for consumers and creates new revenue streams for advertisers.

Local special circumstances: China has a large population and a rapidly growing middle class, which presents a huge market potential for audio advertising. Additionally, Chinese consumers are known for their love of music and entertainment, making them highly receptive to audio ads. The popularity of K-pop and C-pop music in China has also contributed to the growth of the audio advertising market, as advertisers can leverage the popularity of music artists to promote their products or services.

Underlying macroeconomic factors: China's strong economic growth and increasing disposable income have played a significant role in the development of the audio advertising market. As more Chinese consumers have access to smartphones and high-speed internet, the demand for digital audio platforms has risen. Additionally, the Chinese government's push for digital transformation and the development of the digital economy have created a favorable environment for the growth of the audio advertising market. In conclusion, the Audio Advertising market in China is experiencing rapid growth due to changing customer preferences, the popularity of digital audio platforms, and the integration of audio advertising with e-commerce. With the increasing availability of high-speed internet and the rise of smartphone usage, the audio advertising market in China is expected to continue its upward trajectory in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional radio advertising (broadcasting programs on terrestrial radio stations or networks) and digital audio advertising (pre- and in-stream audio ads and podcast streaming ads).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.