Digital Audio Advertising - MENA | Statista Market Forecast

In 2024, ad spending in the Digital Audio Advertising market in MENA is forecasted to reach US$113.40m.
The market is expected to experience a compound annual growth rate (CAGR 2024-2030) of 3.98%, leading to a projected market volume of US$143.30m by 2030.
With a projected market volume of US$6.59bn in 2024, the majority of revenue will be generated the United States within the Digital Audio Advertising market in MENA.
By 2030, the number of listeners in the Digital Audio Advertising market is anticipated to reach 0.0users.
The average ad spending per user in the Digital Audio Advertising market is forecasted to be US$2.21 in 2024.
In 2030, 68% of the total ad spending in the Digital Audio Advertising market in MENA will be generated through mobile.
In MENA, digital audio advertising is rapidly growing, capitalizing on the region's high internet penetration and mobile usage rates.

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 MENA is experiencing significant growth and development.

Customer preferences: Consumers in the MENA region are increasingly turning to digital audio platforms for entertainment and information, leading to a rise in the consumption of podcasts, music streaming services, and online radio. This shift in consumer behavior is driving advertisers to invest more in digital audio advertising to reach their target audience effectively.

Trends in the market: In countries like Saudi Arabia and the UAE, there is a growing trend of mobile device usage and internet penetration, creating a fertile ground for digital audio advertising. Advertisers are leveraging this trend by investing in targeted audio ads that resonate with the local audience's preferences and interests. Additionally, the popularity of influencer-led content in the region is also influencing digital audio advertising strategies, with brands collaborating with popular influencers to create engaging audio campaigns.

Local special circumstances: One of the unique aspects of the MENA region is its diverse cultural landscape and multilingual population. Advertisers operating in this market need to tailor their digital audio advertising campaigns to cater to the linguistic and cultural nuances of each country. This localization strategy is crucial for the success of audio ads in the region and requires a deep understanding of the local customs and traditions.

Underlying macroeconomic factors: The MENA region is witnessing rapid urbanization and technological advancements, leading to a growing middle class with increased purchasing power. This demographic shift is driving consumer spending on digital services, including digital audio platforms. Advertisers are capitalizing on this trend by allocating more budget towards digital audio advertising to engage with the expanding consumer base in the region. Additionally, the rise of e-commerce and digital payment solutions is further fueling the growth of digital advertising in MENA as brands look for innovative ways to connect with online consumers.

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.