Digital Audio Advertising - Greece

Ad spending in the Digital Audio Advertising market in Greece is forecasted to reach US$19.62m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.99%, leading to a projected market volume of US$22.08m by 2030.
With a projected market volume of US$6.59bn in 2024, most revenue will be generated in Greece.
In the Digital Audio Advertising market of Greece, the number of listeners is expected to reach 0.0users by 2030.
The average ad spending per user in the Digital Audio Advertising market in Greece is projected to be US$7.51 in 2024.
In the Digital Audio Advertising market of Greece, 65% of total ad spending will be generated through mobile in 2030.
In Greece, the Digital Audio Advertising market is rapidly growing, with a surge in programmatic ad buying and targeted podcast sponsorships.

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 Greece has been experiencing significant growth in recent years.

Customer preferences: Customers in Greece are increasingly turning to digital audio platforms for their music and podcast consumption. This shift in consumer behavior has led to a rise in the popularity of digital audio advertising. Advertisers are recognizing the potential of reaching a highly engaged audience through these platforms, and are therefore allocating more of their advertising budgets to digital audio channels.

Trends in the market: One of the key trends in the Greek Digital Audio Advertising market is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audience segments and deliver personalized ads in real-time. This trend is driven by advancements in technology and data analytics, which enable advertisers to optimize their campaigns and maximize their return on investment. Another trend in the market is the increasing collaboration between digital audio platforms and content creators. Many platforms are partnering with popular musicians, podcasters, and influencers to create exclusive content that attracts a larger audience. This not only provides valuable content for users, but also opens up new advertising opportunities for brands looking to reach these audiences.

Local special circumstances: Greece has a strong music culture, with a rich history of traditional and contemporary music. This cultural affinity for music makes digital audio platforms a natural fit for the Greek market. Additionally, the high smartphone penetration rate in Greece has made it easier for consumers to access digital audio content on the go, further driving the growth of the market.

Underlying macroeconomic factors: The Greek economy has been recovering from a prolonged period of recession, and this has had a positive impact on the advertising industry as a whole. As businesses regain confidence and invest in their marketing efforts, digital audio advertising has emerged as an effective and efficient channel for reaching consumers. Furthermore, the increasing availability of high-speed internet and the growing popularity of smartphones have created a favorable environment for the growth of digital audio advertising in Greece. In conclusion, the Digital Audio Advertising market in Greece is experiencing growth due to changing customer preferences, such as the increasing popularity of digital audio platforms, and the adoption of programmatic advertising. The local special circumstances, including Greece's strong music culture and high smartphone penetration rate, have also contributed to the growth of the market. Additionally, the recovering Greek economy and the availability of high-speed internet have created a favorable environment for the development of digital audio advertising in the country.

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.