Digital Audio Advertising - South Korea

South Korea

Highlights

Ad spending in the Digital Audio Advertising market in South Korea is forecasted to reach US$213.10m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.65%, leading to a projected market volume of US$249.30m by 2030.
With a projected market volume of US$6.59bn in 2024, most revenue is expected to be generated the United States.
In South Korea's Digital Audio Advertising market, 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 South Korea is expected to be US$11.61 in 2024.
In the Digital Audio Advertising market of South Korea, 77% of total ad spending will be generated through mobile in 2030.
South Korea's digital audio advertising market is rapidly growing, driven by increased smartphone usage and the popularity of streaming platforms like Melon and Genie.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Audio Advertising market in South Korea has been experiencing significant growth in recent years.

Customer preferences: South Korean consumers have shown a strong preference for digital audio platforms, such as music streaming services and podcasts. This can be attributed to the widespread adoption of smartphones and the increasing availability of high-speed internet connections. With the convenience and portability of these devices, consumers are increasingly turning to digital audio platforms for entertainment and information. Additionally, the younger generation, in particular, is more likely to consume digital audio content, making them a key target audience for advertisers.

Trends in the market: One of the key trends in the digital audio advertising market in South Korea is the shift from traditional radio advertising to digital audio advertising. Traditional radio advertising has been declining in popularity due to the rise of digital audio platforms. Advertisers are recognizing the potential of reaching a larger and more targeted audience through digital audio advertising. This trend is expected to continue as more consumers embrace digital audio platforms and as advertisers see the benefits of reaching consumers in this medium. Another trend in the market is the increasing use of programmatic advertising in digital audio. Programmatic advertising allows advertisers to target specific demographics and behavioral segments, maximizing the effectiveness of their campaigns. This trend is driven by the availability of data and advanced targeting capabilities offered by digital audio platforms. Advertisers can now reach their desired audience with precision and efficiency, resulting in higher engagement and conversion rates.

Local special circumstances: South Korea has a highly connected population, with a high smartphone penetration rate. This has created a fertile ground for the growth of digital audio advertising. With consumers spending more time on their smartphones and accessing digital audio platforms, advertisers have a unique opportunity to reach their target audience in a more personalized and engaging way. Additionally, South Korea has a vibrant music and entertainment industry, with K-pop gaining international popularity. This cultural phenomenon has led to a surge in the popularity of music streaming services, providing advertisers with a platform to reach a highly engaged and passionate audience. Advertisers can leverage the popularity of K-pop and other local music genres to create targeted and impactful campaigns.

Underlying macroeconomic factors: The strong growth of the digital audio advertising market in South Korea can also be attributed to the country's robust economy and high disposable income levels. South Korea has a technologically advanced infrastructure and a highly educated population, which creates a favorable environment for digital advertising. Advertisers are able to tap into a market that is receptive to digital innovations and has the means to engage with digital audio content. Furthermore, South Korea has a competitive digital advertising landscape, with a number of local and international players vying for market share. This competition drives innovation and investment in the digital audio advertising market, leading to the development of more sophisticated targeting and measurement capabilities. Advertisers have access to a range of tools and resources to optimize their campaigns and achieve their marketing objectives. In conclusion, the Digital Audio Advertising market in South Korea is experiencing significant growth due to customer preferences for digital audio platforms, the shift from traditional radio advertising, the increasing use of programmatic advertising, local special circumstances such as high smartphone penetration and a vibrant music industry, and the underlying macroeconomic factors of a strong economy and competitive landscape.

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.