Market Insights Advertising & Media Advertising Audio Advertising

Digital Audio Advertising - Asia

Asia

Ad spending in the Digital Audio Advertising market in Asia is forecasted to reach €2.25bn in 2024.
The market is anticipated to display an annual growth rate (CAGR 2024-2029) of 3.40%, leading to a projected market volume of €2.66bn by 2029.
With a projected market volume of €6,107.00m in 2024, the United States is expected to contribute the most revenue.
It is estimated that the number of listeners in the Digital Audio Advertising market in Asia will reach 839.8m users by 2029.
The average ad spending per user in the Digital Audio Advertising market in Asia is expected to be €3.49 in 2024.
In 2029, 79% of the total ad spending in the Digital Audio Advertising market in Asia will be generated through mobile.
In Japan, the surge in programmatic buying is revolutionizing the digital audio advertising landscape, offering targeted and efficient ad placements to reach specific audiences.

Key regions: United States, France, India, Asia, Japan

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Analyst Opinion

The Digital Audio Advertising market in Asia is experiencing significant growth and development, driven by changing customer preferences and the increasing popularity of streaming platforms.

Customer preferences: Customers in Asia are increasingly turning to digital audio platforms for their entertainment and information needs. The convenience and accessibility of streaming services have made them a preferred choice for many consumers, leading to a surge in the number of users. As a result, advertisers are recognizing the potential of digital audio advertising to reach a large and engaged audience.

Trends in the market: One of the key trends in the Digital Audio Advertising market in Asia is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and behavior, ensuring that their messages reach the right people at the right time. This targeted approach has proven to be highly effective in driving engagement and conversions, leading to increased demand for programmatic solutions in the region. Another trend in the market is the integration of voice-activated devices and smart speakers. With the growing popularity of voice assistants like Amazon Alexa and Google Assistant, consumers are increasingly using these devices to listen to music and podcasts. This presents a new opportunity for advertisers to reach consumers through voice-activated ads, creating a more immersive and interactive advertising experience.

Local special circumstances: Asia is a diverse region with varying levels of digital infrastructure and internet penetration. While countries like South Korea and Japan have high internet penetration rates and advanced digital ecosystems, other countries in Southeast Asia are still catching up. This presents both challenges and opportunities for digital audio advertisers. Advertisers need to consider the local context and adapt their strategies to reach consumers effectively in each market.

Underlying macroeconomic factors: The rapid growth of the Digital Audio Advertising market in Asia can be attributed to several underlying macroeconomic factors. The increasing smartphone penetration, rising disposable incomes, and expanding middle class in many Asian countries have contributed to the growing demand for digital audio content and advertising. Additionally, the shift from traditional media to digital platforms has been accelerated by the COVID-19 pandemic, as more people are spending time at home and consuming digital content. In conclusion, the Digital Audio Advertising market in Asia is experiencing significant growth and development due to changing customer preferences and the increasing popularity of streaming platforms. Advertisers are leveraging programmatic advertising and voice-activated devices to reach a larger audience and create more engaging experiences. However, the diverse nature of the Asian market and varying levels of digital infrastructure pose challenges that advertisers need to navigate. Overall, the underlying macroeconomic factors, such as smartphone penetration and rising disposable incomes, are driving the growth of the Digital Audio Advertising market in Asia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital audio advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers pre- and in-stream audio ads and podcast streaming ads.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, media consumption, internet users, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.