Digital Audio Advertising - Australia & Oceania

Ad spending in the Digital Audio Advertising market in Australia & Oceania is forecasted to reach US$189.60m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 8.20%, leading to a projected market volume of US$304.10m by 2030.
With a projected market volume of US$6.59bn in 2024, the majority of revenue will be generated the United States.
By 2030, the number of listeners in the Digital Audio Advertising market in Australia & Oceania is anticipated to reach 0.0users.
The average ad spending per user in the Digital Audio Advertising market is estimated to be US$21.34 in 2024.
In 2030, 76% of the total ad spending in the Digital Audio Advertising market in Australia & Oceania will be derived from mobile.
Australia is experiencing a surge in programmatic buying for Digital Audio Advertising, reflecting a shift towards data-driven and targeted marketing strategies in the region.

Definition:
Digital Audio Advertising includes all ad revenue generated through pre- and in-stream audio ads that appear in music (music also includes all kinds of radio services) and podcast streaming services. Formats can be single spots, tandem spots, or popular special advertising formats such as presenting, on-air promotions, and infomercials, directly embedded in the audio file or dynamically inserted.

Structure:

Music streaming advertising is ad supported on music-streaming services
Podcast advertising is ad supported for ads placed within podcast channels

Additional information:
Digital Audio Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Key players in Digital Audio Advertising include Amazon Music, Apple Music, YouTube Music, Tencent Music, and Spotify. For more information on the data displayed, use the info button right next to the boxes.

Digital Audio Advertising through pre- and in-Stream Audio Ads that appear in music and podcast streaming services

Banner or Video ads included only in the web player of the streaming service

The Digital Audio Advertising market in Australia & Oceania is experiencing significant growth and development.

Customer preferences: Customers in Australia & Oceania are increasingly turning to digital audio platforms for their entertainment and information needs. The rise of smartphones and the availability of high-speed internet have made it easier for people to access digital audio content on the go. This has led to a shift in customer preferences towards digital audio advertising, as it allows advertisers to reach their target audience in a more personalized and engaging way.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Australia & Oceania is the increasing adoption of programmatic advertising. Programmatic advertising uses algorithms and data to automate the buying and selling of ad inventory, making it more efficient and cost-effective for advertisers. This trend is driven by the growing demand for targeted advertising, as advertisers are looking for ways to reach their audience in a more personalized and relevant manner. Another trend in the market is the rise of podcast advertising. Podcasts have gained popularity in Australia & Oceania, with a wide range of topics and genres available for listeners. Advertisers are recognizing the potential of podcast advertising to reach a highly engaged and captive audience. They are leveraging this medium to deliver targeted and native ads that seamlessly integrate with the content of the podcast.

Local special circumstances: Australia & Oceania has a unique market landscape due to its geographical size and diverse population. The region consists of multiple countries and islands, each with its own cultural and linguistic differences. Advertisers need to consider these local special circumstances when developing their digital audio advertising strategies. They need to tailor their ads to resonate with the local audience and take into account the cultural nuances of each country or island.

Underlying macroeconomic factors: The Digital Audio Advertising market in Australia & Oceania is also influenced by underlying macroeconomic factors. The region has experienced steady economic growth, which has led to an increase in consumer spending and disposable income. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchases. Additionally, the region has a high smartphone penetration rate, which provides advertisers with a large and engaged audience for digital audio advertising. In conclusion, the Digital Audio Advertising market in Australia & Oceania is experiencing growth and development due to changing customer preferences, the adoption of programmatic advertising, the rise of podcast advertising, local special circumstances, and underlying macroeconomic factors. Advertisers in the region need to stay abreast of these trends and factors in order to effectively reach their target audience and achieve their marketing objectives.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers 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, media consumption, internet users, 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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Podcasts are still the cool kid in the media family. Even though podcast advertising revenues remain lower than that of established media such as pay TV or out-of-home, the industry is thriving and has successfully reached the threshold of two billion U.S. dollars in annual ad revenue in the United States. The U.S. is the country with the highest number of podcast listeners worldwide, with an estimated 76 million people or 23 percent of the population consuming that audio content on a regular basis.