全球音频广告行业市场前景及投资研究报告-培训课件外文版2024.6

INDUSTRIES

&

MARKETSAudio

Advertising:market

data

&

analysisMarket

Insights

reportMarch2024MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

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10

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sector,finance,health,

industrialsector,mobility,andtechnology•

1,000+

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e.g.,

FinTech,Food,or

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e.g.,

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on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Audio

Advertising

market

ispartof

the

Advertisingmarket.10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:AdvertisingGoto

Advertisingmarket3Table

of

ContentsOverviewAppendixSummary678ProductOverviewAuthor3233MarketDefinitionKeyTakeawaysMarket

NumbersAudio

AdSpending10131418222728AverageAdSpendingperUserDigitalAudioAdSpendingTraditionalRadio

AdSpendingNumberofUsersDistributionbyDeviceDeepDives4CHAPTER

1OverviewThe

rising

global

audio

advertising

market

capitalizes

on

evolving

consumerpreferencesand

digitalization,

offering

personalized,

engaging

experiencesOverview:

SummarySummaryTheglobalaudioadvertising

market

isexperiencing

aremarkable

surge,driven

byevolving

consumer

preferences

and

the

rapid

growth

ofdigitalmedia

platforms.Consumers

areincreasingly

turning

toaudiochannels

forbothentertainment

andinformation.

Whether

it’sstreaming

music,podcasts,or

audiobooks,

audiocontent

offers

aconvenient

andaccessible

way

to

stay

informed

and

entertained.Thebeautyliesinitsadaptability—consumers

canlisten

while

commuting,exercising,

or

simply

relaxing

athome.

Unlikevisualmedia,

audiodoesn’t

demandourfullattention.Whether

it’sSpotify,AppleMusic,

or

podcastapp,these

platformsoffer

acaptiveaudience.

Advertisers

canstrategically

placetheirmessages

where

listeners

aremost

engaged,

ensuring

maximum

impact.Automation

isrevolutionizing

theadvertising

landscape,and

programmatic

audioadsare

attheforefront.

Withdata-driven

targeting,advertisers

canservecontextually

relevant

adstospecificaudiences.Advertisers

recognize

thepotential

ofreaching

large,engaged

audiencesthroughthese

channels.

A

strong

economy

and

consumer

confidence

translatetoincreased

advertising

spending.Technological

advancements,

suchastherolloutof

5G

networks,

furtherenhance

audiocontent

delivery

and

consumption.Intheageof

data-driven

marketing,

personalization

isthekey

forhighengagement.

Consumers

expect

tailored

experiences,

andadvertisers

arecapitalizingon

this

trend.

By

seamlessly

integratingpersonalized

audioads,brandscanengage

listeners

without

disruptingtheirexperience.Inconclusion,

audioadvertising

is

adynamicrealm

where

creativity

meetsprecision.

Brandsthatnavigatethislandscapeadeptlywill

find

themselves

intunewith

theiraudiences,

creating

memorable

experiences

onesoundwave

atatime.6Sources:Market

Insights

2024Audio

Advertising

is

an

important

part

of

the

Advertising

marketOverview:

Market

DefinitionMarket

definitionAudioAdvertising

refers

toadvertising

viatraditionalradio

and

digitalaudio.Thecategory

of

Traditional

RadioAdvertising

refers

to

advertising

ontheprogramservice

of

aterrestrial

radiostationor

network

(terrestrial

radiobroadcasting

andsatellite

radioservices

intheU.S.andCanada).DigitalAudioAdvertising

includesalladrevenue

generated

throughpre-

and

in-stream

audioadsthatappearinmusic(musicalsoincludesallkindsof

radioservices)

andpodcaststreamingservices.spots,tandemspots,or

popularspecial

advertising

formats

suchaspresenting,on-air

promotions,

andinfomercials,

directly

embedded

inthe

audiofileordynamically

inserted.Additionalinformation:AudioAdvertising

comprises

advertising

spending,users,

and

average

revenueperuser.

Themarket

only

displaysB2B

spending.Figures

arebased

onadvertising

spending

and

exclude

agency

commissions,

rebates,

production

costs,andtaxes.

Additionaldefinitionsof

TraditionalRadio

Advertising

and

Digital

AudioAdvertising

canbefoundontherespective

pages.

For

more

information

on

thedata

displayed,usetheinfobuttonrightnexttotheboxes.Traditional

RadioAdvertising

includesalltypesof

spotformats

oftraditional

radioadvertising

(e.g.,classic

spots,live

reader,

content

spots,allonge).

Italsoincludesdirect

(local)

advertising,

inwhich

advertisers

reach

outtoindividualstations,andindirect

(national)advertising,inwhich

advertisers

employ

media

buyingagenciestomanagetheiradvertising

purchases

fromindividualstations.DigitalAudioAdvertising

includesad-supported

free

versions

of

premiumsubscription

services

or

services

fundedbyadvertising.

Formats

canbesingle7Sources:Market

Insights

2024Audio

Advertising

accounted

for

3.67%

of

the

Advertising

market

revenue

in2024Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeAdspending

intheAudioAdvertising

market

isprojected

toreach

US$39.73bn

in2024.Thismarket

includes:Thismarket

excludes:Thelargest

market

isTraditional

RadioAdvertising

with

amarket

volume

ofUS$28.60bn

in2024.•TraditionalRadio

Advertisingbroadcasting

ontheprogram

serviceof

aterrestrial

radiostationornetwork•Banneror

Video

adsincludedonlyintheweb

player

ofthestreamingserviceInglobalcomparison,

most

adspending

will

begenerated

in

theUnitedStates(US$18,950m

in2024).•DigitalAudioAdvertising

throughpre-

andin-Stream

AudioAdsthatappearinmusicand

podcaststreaming

servicesTheaverage

adspendingper

listener

intheTraditional

RadioAdvertising

market

isprojected

to

beUS$9.25

in2024.8Sources:Market

Insights

2024CHAPTER

2Market

NumbersAudio

Advertising

ad

spending

is

estimated

to

increase

at

a

CAGR(1)

of

1.9%

from2017

to

2028Market

Size:

GlobalAudio

Advertising

market:

advertisingspending

forecast

inbillionUS$+1.9%(1)40.812.441.012.841.313.240.411.939.711.138.810.137.28.935.84.835.97.634.73.633.72.733.25.730.931.131.028.328.428.628.628.528.328.228.127.5201720182019202020212022202320242025202620272028Traditional

RadioAdvertisingDigitalAudioAdvertising10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

ad

spending

of

US$

21.8

billion,

the

Americas

are

the

biggest

marketamong

selected

regions

in

2024Market

Size:

Regional

Comparison

(1/2)Audio

Advertising

market:

advertisingspending

forecast

inbillionUS$+0.6%(1)22.3421.84+1.8%(1)+1.2%(1)9.208.587.677.31+0.6%(1)+1.5%(1)1.161.190.840.892024202820242028202420282024202820242028EuropeAfricaAmericasAsiaAustralia&Oceania11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

the

United

States

leads

among

selected

countries

with

ad

spendingtotaling

US$

18.95

billion,

making

it

the

largestmarketMarket

Size:

Regional

Comparison

(2/2)Audio

Advertising

market:

advertisingspending

forecast

inbillionUS$+0.5%(1)19.3118.95+1.5%(1)4.61+1.8%(1)+2.1%(1)4.34+0.3%(1)1.101.181.141.240.880.892024202820242028202420282024202820242028ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Digital

Audio

average

ad

spending

per

user

surpasses

Traditional

Radio

averagead

spending

in

2024Market

Size:

GlobalAudio

Advertising

market:

Averagead

spending

peruserforecast

inUS$10.65.810.610.56.9111099.47.69.38.79.39.09.26.49.39.29.39.19.29.09.18.98.98.8876.36543210201720182019202020212022202320242025202620272028DigitalAudioAdvertisingTraditional

RadioAdvertising13Sources:Market

Insights

2024Digital

Audio

Ad

spending

projected

to

experience

significant

growth,

with

a15.5%

CAGR(1)Market

Size:

Regional

Comparison

(1/2)Digital

Audio

Advertisingmarket:

Advertising

spending

forecast

inbillionUS$13.210.0812.82+15.5%(1)10.1412.431.6011.881.530.080.160.160.080.160.070.161.6911.131.440.070.151.642.720.060.142.788.890.051.312.232.652.567.572.420.041.13

0.131.960.96

0.101.760.030.081.36

0.713.485.660.030.060.564.781.100.020.040.300.380.020.050.413.590.672.448.508.227.947.562.717.056.405.624.713.031.97201720182019202020212022202320242025202620272028AmericasAsiaEuropeAustralia&OceaniaAfrica14

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Among

the

selected

countries,

the

United

States

leads

in

Digital

Audio

Adspending

for

2024,

totaling

US$

6.47

billionMarket

Size:

Regional

Comparison

(2/2)Digital

Audio

Advertisingmarket:

Advertising

spending

forecast

inbillionUS$9.840.189.55+15.2%(1)9.221.268.79

0.160.190.170.200.310.220.180.210.320.320.150.181.16

0.278.231.337.7920280.130.160.251.307.5420277.481.071.220.290.110.140.226.560.930.090.110.185.610.900.070.080.134.200.730.050.060.113.590.590.040.040.087.286.932.720.326.470.030.030.075.872.070.131.815.164.333.192.782.242017201820192020202120222023202420252026UnitedStatesChinaUnitedKingdomGermanyFrance15

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024The

Americas

are

the

biggest

market

in

Digital

Audio,

with

an

average

adspending

per

user

reaching

US$

23.1

in

2024Market

Size:

Regional

Comparison

(1/2)Digital

Audio

Advertisingmarket:

Averagead

spending

peruserforecast

inUS$25201510523.516.523.516.023.116.923.223.022.517.021.516.818.414.317.112.916.611.616.410.915.412.015.38.014.77.98.08.18.17.87.75.83.40.84.63.14.73.03.82.33.70.93.81.03.71.03.71.03.60.93.60.93.50.93.21.60.90.80.70.8020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania16Sources:Market

Insights

2024With

an

average

adspending

per

user

of

US$

34.9,

the

United

States

is

thebiggest

market

among

the

selected

countries

in

2024

for

Digital

AudioMarket

Size:

Regional

Comparison

(2/2)Digital

Audio

Advertisingmarket:

Averagead

spending

peruserforecast

inUS$4035.635.634.935.134.711.433.9353025201510532.310.127.524.36.123.25.122.76.122.44.34.21.81.111.48.111.58.111.511.08.010.47.87.64.77.96.47.97.57.87.56.15.35.14.67.37.57.16.63.63.03.13.02.32.03.23.13.23.23.23.120263.020272.9202802017201820192020China2021Germany20222023

2024UnitedKingdom2025FranceUnitedStates17Sources:Market

Insights

2024Traditional

Radio

Ad

spending

projected

to

experience

slightly

decline

from2017

to

2028,

with

a

-0.9%

CAGR(1)

across

selected

regionsMarket

Size:

Regional

Comparison

(1/2)Traditional

Radio

Advertising

market:

Advertising

spending

forecast

inbillionUS$-0.9%(1)31.031.131.128.30.928.41.028.61.028.61.028.51.028.41.028.21.028.10.81.0

0.71.0

0.81.1

0.827.50.90.81.00.80.80.80.70.70.80.76.06.16.15.65.75.85.95.95.96.05.36.06.46.06.26.36.05.96.16.25.76.26.36.417.217.016.815.015.115.115.014.814.614.314.113.8201720182019202020212022202320242025202620272028AmericasAsiaEuropeAustralia&OceaniaAfrica18

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2028,

the

United

States

tops

the

list

of

selected

countries

in

Traditional

RadioAd

spending,

with

a

total

outlay

of

US$

11.5

billionMarket

Size:

Regional

Comparison

(2/2)Traditional

Radio

Advertising

market:

Advertising

spending

forecast

inbillionUS$-1.5%(1)20.520.420.30.80.80.80.80.80.818.618.318.418.318.218.00.70.817.817.617.40.71.00.93.20.93.30.70.70.70.80.70.80.70.91.03.30.70.80.70.80.70.80.93.30.93.20.93.10.93.21.03.21.03.21.03.21.03.30.93.314.714.514.412.912.912.812.712.512.212.011.811.5201720182019202020212022202320242025202620272028UnitedStatesChinaGermanyUnitedKingdomFrance19

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Australia

&

Oceania

has

the

biggest

market

in

Traditional

Radio

average

adspending

per

user

in

2024Market

Size:

Regional

Comparison

(1/2)Traditional

Radio

Advertising

market:

Averagead

spending

peruserforecast

inUS$54.354.154.0555045403530252049.549.849.649.449.248.749.047.344.830.429.812.129.312.125.910.426.011.025.811.125.511.425.011.624.411.623.911.623.311.722.811.715

11.8104.21.84.31.94.31.93.91.64.01.74.01.74.01.74.11.74.11.74.11.74.11.64.11.65020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania20Sources:Market

Insights

2024With

an

average

adspending

per

user

of

US$

56.5,

the

United

States

is

thebiggest

market

among

the

selected

countries

in

2024

for

Traditional

RadioMarket

Size:

Regional

Comparison

(2/2)Traditional

Radio

Advertising

market:

Averagead

spending

peruserforecast

inUS$69.167.966.970605040302010059.559.558.857.856.555.253.852.551.219.918.219.718.819.718.917.217.116.516.218.417.418.517.218.617.018.716.817.717.518.117.618.317.616.016.115.616.016.316.516.817.017.215.88.815.214.78.99.08.68.88.58.58.68.68.38.48.5201720182019202020212022202320242025202620272028ChinaGermanyFranceUnitedKingdomUnitedStates21Sources:Market

Insights

2024Digital

Audio

users

are

estimated

to

increase

from

2017

to

2028,

whileTraditional

Radio

users

remain

slightly

flatMarket

Size:

GlobalAudio

Advertising

market:

forecasted

usersinbillion3.53.21.43.21.53.13.13.13.11.43.03.03.03.02.92.93.02.52.01.51.00.50.01.31.21.11.01.00.90.70.60.5201720182019202020212022202320242025202620272028DigitalAudioAdvertisingTraditional

RadioAdvertising22Sources:Market

Insights

2024In2024,

Asia

is

projected

to

lead

the

Digital

Audio

market

in

terms

of

usersamong

other

regionsMarket

Size:

Regional

Comparison

(1/2)Digital

Audio

Advertisingmarket:

forecasted

usersinmillion900800.6761.58007006005004003002001000722.3683.9644.8598.2546.6523.6456.0370.3213.5355.3353.9205.4337.6197.3321.2188.7304.9180.0289.2285.0169.1261.8145.7255.4166.0231.6120.594.83.5225.5149.9147.3108.4177.6122.690.411.080.810.085.610.571.48.976.19.465.18.252.07.356.97.524.04.242.76.431.018.54.920172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania23Sources:Market

Insights

2024China

has

the

largest

number

of

Digital

Audio

users

among

selected

countries

in2024Market

Size:

Regional

Comparison

(2/2)Digital

Audio

Advertisingmarket:

forecasted

usersinmillion500453.8429.945040035030025020015010050406.0382.6358.6331.0301.7286.7157.1248.0140.0224.541.7214.739.8204.937.9195.7114.3195.136.0185.234.1173.431.824.412.9157.296.6159.927.4123.781.026.322.311.115.7

18.321.129.323.912.221.727.514.919.09.025.613.726.614.315.26.717.17.828.415.529.416.111.30201720182019202020212022202320242025202620272028ChinaGermanyFranceUnitedKingdomUnitedStates24Sources:Market

Insights

2024Asia

has

the

biggest

market

in

Traditional

Radio

users

amongselected

regions

in2024Market

Size:

Regional

Comparison

(1/2)Traditional

Radio

Advertising

market:

forecasted

usersinmillion1,547.01,557.01,536.01,515.01,525.01,6001,4001,2001,0008001,493.01,504.01,482.01,471.01,460.01,449.01,438.0599.9603.6607.4588.5507.7445.9592.3508.2455.3596.1577.1506.2580.9506.7584.7507.2565.7504.5569.5505.1573.3505.6600508.7464.8509.2474.4509.6484.0510.1493.7400436.6427.3408.9418.1390.819.0399.920019.219.419.519.719.920.120.220.420.620.820.9020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania25Sources:Market

Insights

2024China

has

the

largest

number

of

users

for

Traditional

radio

amongthe

selectedcountries

in

2024Market

Size:

Regional

Comparison

(2/2)Traditional

Radio

Advertising

market:

forecasted

usersinmillion400374.0218.6376.4220.8377.6221.9378.8223.0380.0224.1381.2225.2370.4215.2372.8217.4375.2219.7369.2214.1371.6216.3368.0213.03503002502001501005058.758.758.858.858.958.958.959.059.059.159.159.244.841.745.041.845.241.845.341.945.542.045.742.143.741.143.941.244.141.344.241.444.441.544.641.602017201820192020China2021Germany2022202320242025202620272028FranceUnitedKingdomUnitedStates26Sources:Market

Insights

2024Inthe

Audio

Advertising

market,

desktop

ad

spending

share

reached

23.0%

in2024Distribution

byDevice:

GlobalDigital

Audio

Advertisingmarket:

Share

by

device24%24%76%23%77%23%23%23%23%23%25%27%31%34%76%77%77%77%77%77%75%73%69%66%201720182019202020212022202320242025202620272028MobileDesktop27Sources:Market

Insights

2024As

streaming

and

podcasts

have

had

an

increase

in

ad-supported

audio

time,over-the-air

radiohas

experienced

significant

lossesDeep

dives:

Share

ofad-supported

audiotimeAd-supportedaudiotimeworldwide

2017

vs.2022,

byformat73%60%14%12%11%6%6%6%5%Podcasts4%Ad-supported

Spotify3%2%Over-the-air

AM/FM

radioAM/FM

radiostreaming2017Ad-supported

Pandora2022Ad-supported

SiriusXM28

Notes:"ShareofEar,”

Q1-Q4

2022.

Persons18+;

SiriusXM:

Ad-Supported:

SpokenWord.Ad-Free:

MusicSources:

Edison

ResearchGermany,

France,

Italy,

and

Spain

had

high

conversion

rates

from

ad-supportedto

subscription-based

digital

audio

between

2019

and

2022Deep

dives:

User

engagement

with

subscription

versus

ad-supported

servicesSubscription-based

digitalaudio,userengagementin%Ad-supporteddigital

audio,userengagementin%-17%-10%-17%+14%+22%+10%52%50%-12%+17%47%+50%45%48%+42%+64%43%43%45%41%-6%42%39%39%41%39%+45%-18%36%37%37%36%33%35%31%28%29%26%26%23%22%20%201920222019202229

Notes:Sources:"Have

youspent

money

on

digital

music

content

orpodcast