We don’t forecast digital audio spending for Canada, but the size of the market is reflected in IAB Canada’s estimates. In partnership with PwC, it conducts the annual Internet Ad Revenue Survey. The survey of advertisers puts digital audio spending at CAD $96 million ($76.6 million) in 2020 (latest available data, released in fall 2021). The radio ad market still dwarfs digital audio spending.

In 2022, podcasts will account 10.6% of programmatic digital audio ad spending. But podcasts will represent 27.4% of total digital audio ad spending. This indicates podcasts under-index on programmatic when compared with other facets of digital audio such as music streaming. Programmatic has been slow going here for a few reasons:. Podcast ad tech stacks are still maturing.

Digital audio ad spending hit C$96 million ($71.6 million) in 2020, according to Interactive Advertising Bureau of Canada’s (IAB Canada) latest reporting on the market. That’s a mere 1.0% of total digital ad spending in the country, according to IAB Canada—a mismatch when considering the amount of time consumers spend with audio formats.

This year, two-thirds of all audio ad spending will go to traditional radio, and although this share will decline through 2025, it will still total more than $11 billion per year. Digital Audio.

Although most digital audio ad spending will go toward online music streaming for the foreseeable future, podcasts are a key growth area. This year, US advertisers will increase ad spending on podcasts by 28.6% to $1.73 billion with double-digit growth projected through the end of our forecast period in 2026.

Digital audio ad spending hit C$96 million ($71.6 million) in 2020, according to Interactive Advertising Bureau of Canada’s (IAB Canada) latest reporting on the market. That’s a mere 1.0% of total digital ad spending in the country, according to IAB Canada—a mismatch when considering the amount of time consumers spend with audio formats.

Most digital audio ad dollars go toward ads that run between songs on digital platforms like Pandora, Spotify, and radio stations’ apps and websites. But podcasts are accounting for an increasing share of overall audio ad budgets. Prior to the pandemic, in 2019, podcasts accounted for 15.6% of total US digital audio services ad revenues. That share will increase to 23.8% in 2021.

Podcast advertising is continuing to gain share of total digital audio ad spending, representing 24.0% in 2021.