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EMARKETER

Programmatic Digital Audio and Podcast Ad Spending 2025

Automated Channels Drive $2 Billion in Ad Spending With Digital Audio Platforms

Report by Evelyn Mitchell-Wolf  |  Feb 26, 2025
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Table of Contents
Executive Summary
Programmatic will account for nearly a third of digital audio services ad spending by 2026
Major digital audio players are shoring up their programmatic offerings
Old headwinds and new tailwinds will shape programmatic digital audio ad spending this year
EMARKETER Interviews
Sources
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About This Report
Programmatic plays a small but growing role in digital audio services ad spending. Major digital audio platforms are leaning in.
Topics
Programmatic Ad Spending
Podcasts
United States
Table of Contents
Executive Summary
Programmatic will account for nearly a third of digital audio services ad spending by 2026
Major digital audio players are shoring up their programmatic offerings
Old headwinds and new tailwinds will shape programmatic digital audio ad spending this year
EMARKETER Interviews
Sources
Media Gallery

Although automated channels are the de facto means of buying display ads, programmatic plays a smaller role when it comes to digital audio. As the market matures, digital audio platforms are developing their programmatic offerings to capture more budget from omnichannel advertisers.

Key Question: How much digital audio services ad spending is programmatic?

Programmatic Digital Audio Ad Spending Will Be a $2 Billion Market This Year (billions in US programmatic digital audio services ad spending, % change, and % of total digital audio services ad spending, 2022-2026)
E-Mail ChartDownload

Key Stat: Programmatic will account for 3 in 10 digital audio services ad dollars in 2025.

authors

Evelyn Mitchell-Wolf

Contributors

Ross Benes
Senior Analyst
Rahul Chadha
Director, Report Editing
Nikolai Dineros
Chris Keating
Director, Research
Andrew Spink
Forecasting Analyst
Tracy Tang
Senior Researcher
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
Yoram Wurmser
Principal Analyst
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Programmatic Digital Audio and Podcast Ad Spending 2025