Digital Audio Advertising - Taiwan

Taiwan

Highlights

Ad spending in the Digital Audio Advertising market in Taiwan is forecasted to reach US$37.09m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.55%, leading to a projected market volume of US$43.15m by 2030.
With a projected market volume of US$6.59bn in 2024, the United States is expected to generate the majority of revenue.
In the Digital Audio Advertising market in Taiwan, 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 Taiwan is estimated to be US$4.34 in 2024.
In the Digital Audio Advertising market in Taiwan, 75% of total ad spending will be generated through mobile in 2030.
Taiwan's digital audio advertising market is surging, driven by the growing popularity of podcasts and music streaming platforms among tech-savvy consumers.

Key regions:

Market definitionIn-Scope/Out-of-scopeMarket structureReportsMethodology

The Digital Audio Advertising market in Taiwan is experiencing significant growth and development.

Customer preferences: Taiwanese consumers have shown a growing preference for digital audio content, such as music streaming and podcasts. This shift in consumer behavior has created a favorable environment for digital audio advertising. With the rise of smartphones and the increasing popularity of mobile devices, more people are accessing digital audio platforms on-the-go. This has led to a greater demand for targeted and personalized advertising messages that can reach consumers during their daily activities.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Taiwan is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to target specific audiences more effectively. In Taiwan, this trend has gained traction as advertisers seek to optimize their ad spend by reaching the right audience at the right time. Programmatic advertising also offers greater transparency and measurement capabilities, allowing advertisers to track the performance of their campaigns in real-time. Another trend in the market is the emergence of native audio advertising. Native ads seamlessly blend with the content on digital audio platforms, providing a non-intrusive advertising experience for users. This form of advertising has gained popularity in Taiwan as it allows brands to engage with consumers in a more organic and authentic way. By integrating their messages into the audio content, advertisers can create a more immersive and personalized experience for the listeners.

Local special circumstances: Taiwan has a highly connected population, with a high smartphone penetration rate and widespread internet access. This has contributed to the growth of the Digital Audio Advertising market, as more people have access to digital audio platforms. Additionally, the popularity of Taiwanese pop music and local podcasts has further fueled the demand for digital audio content. Advertisers are capitalizing on these trends by partnering with popular music streaming platforms and podcast networks to reach their target audience.

Underlying macroeconomic factors: The Taiwanese economy has been experiencing steady growth in recent years, which has positively impacted the advertising industry as a whole. As the economy expands, businesses have more resources to invest in advertising and marketing activities. This has led to increased spending on digital audio advertising as companies recognize the effectiveness of reaching consumers through audio platforms. Additionally, the government has been supportive of the digital advertising industry, implementing policies to foster its growth and innovation. In conclusion, the Digital Audio Advertising market in Taiwan is thriving due to changing customer preferences, such as the increased consumption of digital audio content. The adoption of programmatic advertising and native audio ads are key trends in the market, allowing advertisers to reach their target audience more effectively. The local special circumstances, including a highly connected population and the popularity of local music and podcasts, have contributed to the growth of the market. The underlying macroeconomic factors, such as the steady economic growth and government support, have also played a role in the development of the Digital Audio Advertising market in Taiwan.

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.