Ad budgets are slowly migrating from terrestrial radio to digital platforms, but the shift is stymied by slow platform subscriber growth and by YouTube.

The year of AI: Artificial intelligence invaded all aspects of life in 2024, from work to play and generation to generation. New genAI players appeared to take on megaliths like Google and Meta. It would be a copout to say that 2025 will bring more of the same, but we expect startups to begin taking more market share from Big Tech and challenging the status quo.

In January, our EMARKETER Daily newsletter team made some advertising and marketing predictions for 2024 on everything from AI to attention metrics.

Wrapped 2024 feels more like a beta test than a celebration, hinting at a company spread too thin to please its audience.

SiriusXM struggles to pull off streaming: A low revenue forecast prompts the company to reexamine its strengths in a crowded field.

AI’s role in Spotify Wrapped is slightly subdued: The platform’s yearly marketing event included AI, but stopped short of prominently featuring it.

Spotify has nearly twice as many US listeners as the next most popular digital audio platform, Amazon Music, at 103.6 million compared to 53.1 million, per our September 2024 forecast.

With features like video and synced illustrations, Spotify seeks to rebrand as more than audio-only and tap into the growing audiobook market.

On today’s podcast episode, we discuss what happened to Spotify’s subscriber growth after it raised prices, how it plans to take on YouTube, and what has led to the audio giant inching closer to profitability. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson and Analyst Daniel Konstantinovic.

The 2024 general election has been dubbed “the podcast election” due to candidates’ potentially game-changing appearances on some of the biggest podcasts in the US. These appearances illustrate the untapped potential of podcast advertising. “Podcasts may have played a big role in the US election, but they're still getting overlooked by advertisers,” wrote EMARKETER senior vice president of content and executive editor Vladimir Hanzlik on LinkedIn.

High audio listenership and time spent this year means limited growth. Subscription revenues will be healthy, as most listeners pay to limit ads. And Spotify will lead in nearly every metric, though several platforms are doing well.

New revenue-sharing perks could attract more visual content and position the platform to compete with YouTube as video podcasts surge in popularity.

How time spent with media, device ownership, and media adoption stack up in Central and Eastern Europe.

Podcasters can now let Spotify take over control filters, but with election season looming, the platform’s ability to manage offensive comments will be tested.

How is programmatic advertising shaping the growth of the digital audio ad market, and how should advertisers spending in terrestrial radio think about balancing their spend between terrestrial and digital audio channels?

Spotify launches its own ad exchange: The company will offer video inventory before eventually expanding to audio.

Instagram integrates with Spotify: Users can now save songs from Reels directly to their Spotify library.

Spotify is holding off on launching audiobook ads: Statements from its ad chief reflect a nascent product that it doesn’t want to dilute with ads—yet.

Gen Zers are on a path to take the lead on most platforms, while millennials remain a stable digital population and other generations pick up new habits.

The new feature generates offline playlists without manual downloads, boosting the app’s stickiness and expanding streaming options.