Digital Audio Advertising - Ethiopia

Ad spending in the Digital Audio Advertising market in Ethiopia is forecasted to reach US$226.50k in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 5.89%, leading to a projected market volume of US$319.20k by 2030.
With a projected market volume of US$6.59bn in 2024, most revenue is expected to be generated in Ethiopia.
In the Digital Audio Advertising market in Ethiopia, the number of listeners is forecasted to reach 0.0users by 2030.
The average ad spending per user in the Digital Audio Advertising market in Ethiopia is expected to be US$0.11 in 2024.
In the Digital Audio Advertising market in Ethiopia, 77% of total ad spending will be generated through mobile in 2030.
Ethiopia's digital audio advertising market is rapidly expanding, with a growing number of businesses leveraging this platform to reach their target audience effectively.

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 Ethiopia is experiencing steady growth and development.

Customer preferences: Customers in Ethiopia are increasingly turning to digital audio platforms for their entertainment and information needs. With the rise of smartphones and improved internet connectivity, more people are accessing digital audio content through streaming services and mobile apps. This shift in consumer behavior has created a significant opportunity for advertisers to reach a large and engaged audience through digital audio advertising.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Ethiopia is the increasing popularity of music streaming platforms. These platforms offer a wide range of music genres and personalized playlists, attracting a diverse user base. Advertisers are leveraging this trend by targeting specific audience segments based on their music preferences, ensuring that their ads are relevant and well-received. Another trend in the market is the rise of podcasting. Podcasts have gained popularity in Ethiopia, with a growing number of individuals and organizations creating and consuming podcast content. Advertisers are recognizing the potential of podcast advertising, as it allows them to reach a highly engaged and loyal audience. By sponsoring or placing ads within popular podcasts, advertisers can effectively target specific demographics and niche interests.

Local special circumstances: Ethiopia has a young and rapidly growing population, with a significant portion of the population being under the age of 30. This demographic is highly connected and digitally savvy, making them an attractive target audience for digital audio advertising. Advertisers can tap into this demographic by creating engaging and relatable content that resonates with their interests and aspirations.

Underlying macroeconomic factors: The Ethiopian economy has been experiencing steady growth in recent years, with improvements in infrastructure and increased foreign investment. This has led to an expansion of the digital ecosystem, including improved internet connectivity and access to smartphones. As more people gain access to digital audio platforms, the market for digital audio advertising is expected to continue growing. In conclusion, the Digital Audio Advertising market in Ethiopia is on a positive trajectory due to customer preferences shifting towards digital audio platforms, the rise of music streaming and podcasting, the young and digitally savvy population, and the overall macroeconomic growth of the country. Advertisers have a unique opportunity to reach a large and engaged audience through targeted and relevant digital audio advertising.

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.