On today's episode, we discuss Spotify's Q2 performance, what to make of its ad revenue growth, and how its podcast investments are getting on. We then talk about where Amazon wants to take Alexa, social audio's monetization issue, and the significance of the NBA and iHeartMedia podcast partnership. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle.
Since most of its ecommerce channel ad revenues come from search ads, Amazon especially dominates the search side of the ecommerce market. We expect that pattern to continue through the end of our forecast period.
Advertising has been a major source of revenues for audio platforms like Spotify and Amazon Music. Spotify reported its podcast ad revenues jumped 627% year over year in Q2 2021, off the back of major exclusivity deals with popular shows like “The Joe Rogan Experience” (for over $100 million) and “Call Her Daddy” (for $60 million).
That helps Amazon attract marketers from all stages of the customer journey, which helps the platform capture a larger share of the digital ad economy. We expect Amazon to pull in $19.36 billion in ad revenues this year, making up 11.3% of US digital ad spending.
Amazon will collect a comparatively low 19%, but the brand's digital ad revenue share has been steadily growing as it searches to disrupt Google's dominance. More like this:. Audio: The Ad Platform: Testing cookieless targeting with Safari and Firefox traffic. Article: Amazon eyes malls to expand distribution network. Article: Amazon’s share of the US digital ad market surpassed 10% in 2020.