Digital Audio Advertising - Turkey

Ad spending in the Digital Audio Advertising market in Turkey is forecasted to reach US$55.48m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2030) of 2.38%, leading to a projected market volume of US$63.91m by 2030.
With a projected market volume of US$6.59bn in 2024, the majority of revenue will be generated withTurkey.
Within the Digital Audio Advertising market in Turkey, 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 Turkey is estimated to be US$4.09 in 2024.
In the Digital Audio Advertising market in Turkey, 58% of total ad spending will be derived from mobile in 2030.
Turkey's growing digital audio advertising market is attracting global brands seeking to tap into the country's tech-savvy consumer base.

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 Turkey is experiencing significant growth and development.

Customer preferences: Customers in Turkey are increasingly turning to digital audio platforms for their music and podcast consumption. With the rise of smartphones and affordable data plans, more people have access to streaming services and are enjoying the convenience and personalization they offer. This shift in consumer behavior has created a lucrative market for digital audio advertising in Turkey.

Trends in the market: One of the key trends in the Turkish Digital Audio Advertising market is the increasing popularity of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior. This level of precision targeting enables brands to reach their desired audience more effectively and efficiently. As a result, advertisers in Turkey are increasingly adopting programmatic advertising strategies to maximize their return on investment. Another trend in the market is the growing demand for native audio advertising. Native advertising seamlessly integrates into the user experience, providing a non-disruptive and engaging advertising format. This type of advertising is particularly effective in digital audio platforms, where users are actively listening and engaged with the content. Advertisers in Turkey are recognizing the value of native audio advertising and are investing in creating high-quality, relevant, and engaging audio ads.

Local special circumstances: Turkey has a young and tech-savvy population, which contributes to the growth of the Digital Audio Advertising market. The country has a high smartphone penetration rate, and people are increasingly using their mobile devices for entertainment purposes. This presents a unique opportunity for advertisers to reach their target audience through digital audio platforms, as mobile devices are the primary means of accessing these platforms. Furthermore, the Turkish market has a strong music and podcast culture. Turkish people have a deep appreciation for music and storytelling, and digital audio platforms provide a convenient and accessible way for them to indulge in their interests. This cultural inclination towards audio content creates a receptive audience for digital audio advertising in Turkey.

Underlying macroeconomic factors: The Turkish economy has been experiencing steady growth in recent years, which has contributed to the development of the Digital Audio Advertising market. As the economy expands, consumers have more disposable income to spend on entertainment, including digital audio platforms. Advertisers are capitalizing on this growing market by investing in digital audio advertising to effectively reach their target audience. In conclusion, the Digital Audio Advertising market in Turkey is thriving due to customer preferences for digital audio platforms, the adoption of programmatic and native advertising, the country's young and tech-savvy population, and the overall economic growth. Advertisers in Turkey are recognizing the potential of digital audio advertising and are leveraging these trends and circumstances to effectively engage with their target audience.

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.