Music Streaming Advertising - South Africa

The Music Streaming Advertising market in South Africa is anticipated to generate a revenue of US$16.76m in 2024.
With a projected annual growth rate (CAGR 2024-2027) of 3.60%, the market volume is forecasted to reach US$18.64m by 2027.
By that time, the number of users in the Music Streaming Advertising market is expected to reach 6.3m users.
The user penetration is estimated to be 9.7% in 2024 and is projected to increase to 9.8% by 2027.
In comparison with other countries, United States is expected to generate the highest revenue in the Music Streaming Advertising market, reaching US$2.95bn in 2024.
The average revenue per user (ARPU) in the Music Streaming Advertising market is projected to be US$2.79 in 2024.
In South Africa, the music streaming advertising market is thriving as companies tap into the country's rich and diverse music culture to engage with a young and tech-savvy audience.

Definition

Music streaming advertising refers to the promotion of products, services, or brands through audio and display ads placed within music streaming services. Music streaming services are online platforms that allow users to listen to music on-demand, either for free with advertisements or through a paid subscription. Music streaming advertising can take different forms, including audio ads that play between songs, sponsored playlists, display ads that appear on the platform, and video ads that play before or during music videos. Advertisers can target their ads to specific demographics, interests, or behaviors, and measure their effectiveness through metrics such as listener engagement, click-through rates, or conversions.

Additional information:

Music streaming advertising comprises advertising spending, users, average revenue per user and penetration. The market only displays B2B spending. Figures are based on music streaming advertising spending and exclude agency commissions, rebates, production costs, and taxes.

Audio ads, such as those featured on Spotify, Pandora, and Apple Music
Sponsored playlists, such as those featured on Spotify and Apple Music
Branded content, such as sponsored content or artist collaborations for instance featured on Tidal.

Video ads, such as pre-roll or mid-roll ads on video content on music streaming platforms or other platforms such as YouTube
Audio advertising in other forms of media, such as radio or podcasting
Non-audio music streaming-related advertising, such as sponsorships of a music streaming platform's website or merchandise

Music streaming services have become a popular platform for advertisers to reach consumers, and several trends are emerging that are shaping the industry. One of the most notable trends is the increasing use of personalized ads, which use data analytics to deliver ads that are tailored to the listener's preferences and interests. This has made music streaming advertising more effective and engaging, as listeners are more likely to respond positively to ads that resonate with their tastes.

Music streaming advertising has seen strong growth in recent years, driven by several factors. One key factor is the rapid growth of music streaming services themselves, with platforms like Spotify and Apple Music attracting millions of users worldwide. This has created a large and diverse audience for advertisers to reach, including both free and paid subscribers. Additionally, music streaming advertising offers several advantages over traditional forms of advertising, such as radio and TV. Music streamers are often highly engaged with the platform, spending hours listening to music each day, which provides ample opportunities for advertisers to target them with personalized ads.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on music streaming advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers streaming audio 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., Statista Global Consumer 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, internet users, consumer spending, 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.

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