Digital Audio Advertising - Spain

Ad spending in the Digital Audio Advertising market in Spain is forecasted to reach US$146.90m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.01%, leading to a projected market volume of US$175.50m by 2030.
With a projected market volume of US$6.59bn in 2024, the majority of revenue will be generated in Spain.
In the Digital Audio Advertising market in Spain, 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 Spain is projected to be US$16.26 in 2024.
In the Digital Audio Advertising market in Spain, 62% of total ad spending will be generated through mobile in 2030.
In Spain, the surge in programmatic buying is reshaping the digital audio advertising landscape, offering targeted and data-driven campaigns to reach specific audiences 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 Spain is experiencing significant growth and development.

Customer preferences: Spanish consumers are increasingly turning to digital audio platforms for their music and audio content consumption. The convenience and accessibility of streaming services and podcasts have made them popular choices among consumers. Additionally, the rise of smart speakers and voice-activated assistants has further fueled the demand for digital audio content.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Spain is the shift from traditional radio advertising to digital audio advertising. Advertisers are recognizing the potential of reaching a highly engaged and targeted audience through digital audio platforms. With the ability to personalize and target ads based on listener preferences and demographics, digital audio advertising offers a more effective and efficient way to reach consumers. Another trend in the market is the increasing adoption of programmatic advertising in the digital audio space. Programmatic advertising allows for real-time bidding and automated ad buying, enabling advertisers to optimize their campaigns and reach the right audience at the right time. This trend is driven by the growing availability of programmatic audio inventory and the desire for more efficient and data-driven advertising strategies.

Local special circumstances: Spain has a strong tradition of radio listening, with a high percentage of the population tuning in to radio stations regularly. This cultural affinity for audio content has translated into a receptive audience for digital audio advertising. Spanish consumers are accustomed to hearing advertisements on the radio and are more likely to engage with audio ads compared to other forms of digital advertising. Furthermore, the Spanish language market presents unique opportunities for advertisers. Spain is the second-largest Spanish-speaking country in the world, after Mexico. This means that advertisers can reach a wide audience across Spain and other Spanish-speaking countries through digital audio platforms.

Underlying macroeconomic factors: The growth of the Digital Audio Advertising market in Spain is also influenced by macroeconomic factors. Spain has a strong economy and a high level of internet penetration, which provides a solid foundation for the digital advertising industry. As more consumers access digital audio platforms and spend time listening to audio content, advertisers are keen to capitalize on this growing market. In conclusion, the Digital Audio Advertising market in Spain is experiencing significant growth and development. Customer preferences for digital audio content, the shift towards digital advertising, the adoption of programmatic advertising, and the cultural affinity for audio content are driving this growth. Additionally, the underlying macroeconomic factors in Spain, such as a strong economy and high internet penetration, contribute to the expansion 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.