On today's episode, we discuss Spotify's Q4 performance and what it tells us about how the audio streaming giant is changing. Then for "In Other News," we talk about what the biggest threat to Spotify's podcasting dominance will be and a new way to improve the accuracy of audio ads. Tune in to the discussion with our analyst Peter Vahle.

Due to listener growth, advertisers no longer find digital audio advertising experimental.

We forecast that US podcast ad spending will surpass $2 billion next year and $3 billion by 2026. Podcasts will account for over a quarter of digital audio services ad spending in 2022 and will be more than a third of spending by the end of 2026.

Spotify adds clickable ads to its advertising lineup: The audio streaming company aims to transform podcast advertising with visual and interactive experiences.

How has the audio advertising market developed in service of brand marketers? What can marketers do to tap into this growing audience? WHAT’S IN THIS REPORT? Trends in Canada’s audio marketplace, including for podcasts, streaming music, and digital radio, as well as a look at the digital audio ad market.

Audio advertising, however, has been a different story. Until recently, podcasts accounted for a small fraction of overall digital ad spend. But new data from eMarketer shows that US podcast ad spending will surpass $2 billion by 2023.

The ads might require more of those efforts than generic audio ads, but listeners surveyed by Edison and Ad Results Media reported they paid more attention to ads read by hosts than to other audio ads. Another practice advertisers should use is spreading their campaign across numerous publishers.

Will digital audio advertising opportunities match up with the growing audience for streaming music and podcasts? KEY STAT: Eighty-four percent of adults in Canada are concerned about their personal data being shared with third parties without their consent. Introduction. Each year at this time, Insider Intelligence looks ahead to identify trends that will likely affect brand marketers in Canada.

The deal aligns its audio ads with the fast-rising podcast advertising market, which we forecast will surge 51.3% this year. The company’s recent push to integrate Alexa into more cars could significantly expand the reach and impression volume of its audio ads in the coming years. The Future of Amazon Advertising.

eMarketer forecasting analyst at Insider Intelligence Peter Vahle discusses the latest podcast deals and what the mean, how listenership is changing, and the state of podcast advertising. He then talks about the recent Unity and Snap mobile gaming partnership, YouTube's 15-second audio ads, and which sports Americans are currently most comfortable attending in-person.

We forecast that US digital radio ad spending will shrink from $4.48 billion in 2019 to $3.72 billion this year, a 17.0% decrease.

On today's episode, we discuss some digital audio developments from Spotify and iHeartMedia, how podcast advertising can add value, in-car audio entertainment, and what the first flavor of advertising on social audio platforms will look like. We then talk about what to expect from this years' Interactive Advertising Bureau (IAB) Podcast Upfronts, how people are approaching podcast moderation, and the market for podcasts created for children. Tune in to the discussion with eMarketer forecasting analyst at Insider Intelligence Peter Vahle.

More than one in five digital radio ad dollars will go toward podcasts

The forecast: After several years of growth in share, US digital audio subscription revenues will peak at 63.9% of total digital audio revenues in 2022. Subscription revenues will continue to grow after that, but will make up slightly less of the digital audio ad revenue pie as ad spending grows in share. Dive deeper:.