Digital Audio Advertising - Serbia

Ad spending in the Digital Audio Advertising market in Serbia is forecasted to reach US$1.90m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.45%, leading to a projected market volume of US$2.07m by 2030.
With a projected market volume of US$6.59bn in 2024, most revenue will be generated the United States.
In Serbia's Digital Audio Advertising market, the number of listeners is expected to reach 0.0users by 2030.
The average ad spending per user in the Digital Audio Advertising market is estimated to be US$1.55 in 2024.
In Serbia's Digital Audio Advertising market, 60% of total ad spending will be generated through mobile in 2030.
In Serbia, the rising adoption of programmatic buying is reshaping the landscape of Digital Audio Advertising in the advertising market.

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 Serbia is witnessing significant growth and development.

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

Trends in the market: One of the key trends in the Digital Audio Advertising market in Serbia is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This trend is driven by the growing demand for targeted advertising, as advertisers can leverage data and algorithms to deliver personalized messages to their audience. Another trend in the market is the rise of podcast advertising. Podcasts have gained popularity in Serbia, with a wide range of topics and genres available to listeners. Advertisers are recognizing the potential of podcast advertising to reach engaged and loyal audiences. By sponsoring or inserting ads into podcasts, brands can effectively target specific demographics and niche markets.

Local special circumstances: One of the unique aspects of the Serbian market is the high mobile penetration rate. With a large portion of the population owning smartphones, advertisers can leverage mobile advertising to reach a wide audience. Mobile apps and streaming platforms are popular among Serbian consumers, providing ample opportunities for digital audio advertising.

Underlying macroeconomic factors: The growth of the Digital Audio Advertising market in Serbia is also influenced by macroeconomic factors. The country's economy has been steadily improving, leading to increased consumer spending power. This has resulted in higher demand for digital audio content and subsequently, digital audio advertising. In conclusion, the Digital Audio Advertising market in Serbia is experiencing significant growth due to changing customer preferences, including the increasing adoption of digital audio platforms and the rise of programmatic and podcast advertising. The local special circumstance of high mobile penetration further contributes to the growth of the market. Additionally, the underlying macroeconomic factors, such as improving economy and increased consumer spending power, are driving the development of the market.

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.