全球數(shù)字音頻廣告市場前景及投資研究報告-培訓課件外文版2024.4

INDUSTRIES

&

MARKETSDigital

Audio

Advertising:market

data

&

analysisNovember

2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGain

abetter

understanding

ofmarkets

across

190+

geographical

entities

–

ona

global,

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10

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digital

sector,finance,

health,

industrial

sector,

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and

technology?

1,000+

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e.g.,

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management10190+geographicalentities1,000+400+Find

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on:https://www.sectorsmarketsreportsGo

toMarketInsightscom/outlook/2MARKET

INSIGHTSMarke

t

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Audio

Advertising

market

ispart

of

the

DigitalAdvertising

market.10190+geographicalentities1,000+400+Go

toDigital

AdvertisingmarketsectorsmarketsreportsFind

out

more

on:Digital

Advertising3Table

of

ContentsOverviewAppendixSummary678Productov

erv

iewAuthor3031MarketdefinitionKey

takeawaysMarket

NumbersAd

spending101316192022Average

ad

spending

per

userNumber

of

usersDistribution

by

deviceCompany

profilesDeepdives4CHAPTER

1OverviewBetter

audience

targeting

and

more

personalized

campaigns

become

possiblewith

digital

audio

advertisingOverview:

SummarySummaryDigital

audio

advertising

started

to

gain

popularity

in

the

early

2010s

whenstreaming

audio

services

such

as

Pandora

and

Spotify

emerged.

With

the

rise

indigital

audio

users,advertisers

began

to

see

the

potential

of

reaching

targetedaudiences

through

audio

streaming

platforms.

However,

the

ad

formats

andtargeting

capabilities

were

limited

compared

to

what

we

seetoday.

Advertisersmostly

relied

ondisplay

ads

and

pre-roll

audio

ads

thatwere

nottailored

tolistener

preferences.Digital

audio

advertising

has

a

promising

future

with

the

continued

growth

ofstreaming

users,

the

emergence

of

podcast

users

and

services,

and

the

increasingpopularity

of

smart

speakers.

Advertiserswill

be

able

to

identify

more

targetaudiences

and

expand

the

numbers

of

these

user

bases.

Smart

speakers

areideally

positioned

to

generate

higher

engagementby

integrating

voice-activatedads

and

smartspeaker

ads.Today,

digital

audio

advertising

across

the

globe

has

grown

tremendously

thanksto

theexplosion

of

streaming

services

like

Spotify,

YouTube

Music,

Apple

Music,Amazon

Music,

and

TencentEntertainment

Music.

Theseservices

uselocation-based

targeting,

device

targeting,

programmatic

advertising,

and

demographictargeting,

among

others,

to

reach

their

selected

audienceaccurately

andpersonalize

their

campaigns

in

real

time

forbetter

optimization.6Sources:Market

Insights

2023Audio

Advertising

reaches

a

large

audie

nc

e

through

music

and

podcaststreaming

services,

making

it

an

important

part

of

the

digital

advertising

marketOverview:

Market

DefinitionMarket

definitionAudio

Advertising

includes

all

ad

revenue

generated

through

pre-

and

in-streamaudio

ads

that

appear

in

music

(music

also

includes

all

kinds

of

radio

services)and

podcast

streaming

services.

Formats

can

be

single

spots,

tandem

spots,

orpopular

special

advertising

formats

such

as

presenting,

on-air

promotions,

andinfomercials,

directly

embedded

intheaudio

file

or

dynamically

inserted.

Musicstreaming

advertising

is

ad-supported

on

music

streaming

services.

Podcastadvertising

is

ad

supported

forads

placed

within

podcastchannelsAudio

Advertising

comprises

advertising

spending,

users,

and

average

revenueper

user.

The

market

only

displays

B2B

spending.

Figures

are

based

onadvertising

spending

and

exclude

agency

commissions,

rebates,

production

costs,and

taxes.

Keyplayers

inAudio

Advertisinginclude

Amazon

Music,

Apple

Music,YouTubeMusic,

Tencent

Music,

and

Spotify.

For

more

information

on

thedatadisplayed,

use

the

info

button

rightnext

to

theboxes.7Sources:Market

Insights

2023Audio

Advertising

accounted

for

1.49%

of

the

Digital

Advertising

market

revenuein

2023Overview:

Key

Takeaways

and

in

scope

/

out

of

scopeKey

TakeawaysIn

scopeOut

of

scopeAd

spending

in

the

Audio

Advertising

marketis

projected

to

reachUS$10.1bn

in2023.This

market

includes:This

market

excludes:Ad

spending

is

expected

to

show

an

annual

growth

rate

(CAGR

2023-2028)

of5.43%,

resulting

in

a

projected

marketvolume

of

US$13.2bn

by

2028.?

Digital

Audio

Advertising

throughpre-

and

in-Stream

Audio

Ads

thatappear

in

music

and

podcaststreaming

services?

Banner

orVideo

ads

included

onlyin

the

web

player

of

the

streamingserviceIn

global

comparison,

most

ad

spending

will

be

generated

in

theUnited

States(US$5,870m

in

2023).Theaveragead

spending

per

listener

intheAudio

Advertising

market

isprojectedto

amount

to

US$7.6

in

2023.In

the

Audio

Advertising

market,

77%

of

total

ad

spendingwill

be

generatedthrough

mobile

in

2028.8Sources:Market

Insights

2023CHAPTER

2Market

NumbersIt

is

estimated

that

ad

spending

in

the

Digital

Audio

market

will

increase

at

aCAGR(1)

of

15.5%

from

2017

to

2028Market

Size:

GlobalDigital

Audio

market:

advertising

spending

forecast

in

billion

US$13.2112.8212.43+15.5%(1)10.1411.8911.138.897.585.654.783.592.7120172018201920202021202220232024202520262027202810

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$6.4

billion,

the

Americas

is

the

biggest

market

amongselected

regions

in

2023Market

Size:

Regional

comparison

(1/2)Digital

Audio

market:

advertising

spending

forecast

in

billion

US$+5.8%(1)8.506.40+4.5%(1)+5.2%(1)2.782.231.69+2.7%(1)+5.9%(1)1.310.060.0820280.1420230.1620232028202320232028202320282028EuropeAfricaAmericasAsiaAustralia

&

Oceania11

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023With

ad

spending

of

US$5.87

billion,

the

United

States

is

the

biggest

marketamong

selected

countries

in

2023Market

Size:

Regional

comparison

(2/2)Digital

Audio

Advertising

market:

advertising

spending

forecast

in

billion

US$+5.8%(1)7.795.87+4.4%(1)+5.1%(1)0.322028+6.7%(1)+6.6%(1)1.331.070.250.2220280.1820280.160.132023202820232028202320232023ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023Audio

Advertising

average

ad

spending

per

listener

is

estimated

to

increasefrom

2017

to

2028Market

Size:

GlobalDigital

Audio

Advertising

market:

Average

ad

spending

per

user

forecast

in

US$98765432108.528.438.348.197.957.597.136.084.834.863.873.0820172018201920202021202220232024202520262027202813Sources:Market

Insights

2023The

Americas

has

the

biggest

market

in

Audio

Advertising

average

ad

spendingper

listener

in

2028Market

Size:

Regional

comparison

(1/2)Digital

Audio

Advertising

market:

Average

ad

spending

per

user

forecast

in

US$3026.2425.9325.6225.1024.2825201510523.0921.6218.5411.4015.158.7314.957.4115.037.6714.957.8114.698.8914.566.9914.817.8914.687.9613.766.5513.107.0011.255.782.080.760.303.782.060.454.872.483.511.940.442.681.270.363.000.713.050.733.080.753.090.763.100.772.700.652.890.690.5502017201820192020Africa2021Asia2022Europe2023Australia&

Oceania20242025Americas20262027202814Sources:Market

Insights

2023With

average

ad

spending

per

listener

of

US$39.7,

the

United

States

is

thebiggest

market

among

selected

countries

in

2023Market

Size:

Regional

comparison

(2/2)Digital

Audio

Advertising

market:

Average

ad

spending

per

user

forecast

in

US$43.7843.2742.754540353025201510541.8840.4938.4635.9530.7624.2224.2020.933.6717.963.019.238.929.089.157.345.632.648.636.665.072.568.166.174.685.914.293.152.337.685.624.264.563.141.951.944.693.342.352.057.225.522.637.465.742.657.005.342.601.820.960.502.441.372.332.491.130201720182019202020212022202320242025202620272028ChinaGermanyFranceUnited

KingdomUnited

States15Sources:Market

Insights

2023It

is

estimated

that

the

Digital

Audio

Advertising

market

will

reach

1.55

billionpeople

by

2028Market

Size:

GlobalDigital

Audio

Advertising

market:

forecasted

users(1)in

billion1.551.61.41.21.00.80.60.40.20.01.521.491.451.401.341.251.251.160.990.930.8820172018201920202021202220232024202520262027202816

Notes:Sources:(1)

Total

users

refer

to

aggregated

users

whichinclude

streaming

users,podcastusers,as

well

as

those

who

use

both

streaming

and

podcastservices.Market

Insights

2023It

is

projected

that

Digital

Audio

Advertising

will

reach

900

million

users

in

Asia

by2028Market

Size:

Regional

comparison

(1/2)Digital

Audio

Advertising

market:

forecasted

users(1)in

billion0.900.880.860.90.80.70.60.50.40.30.20.840.810.290.770.730.260.710.250.660.560.200.160.060.010.530.500.320.320.310.200.300.200.280.190.240.210.110.010.210.110.010.190.150.050.010.190.100.010.180.150.170.080.010.200.080.010.190.070.010.100.010.100.010.090.010.1

0.050.010.0201720182019202020212022202320242025Asia202620272028Australia&

OceaniaAfricaEuropeAmericas17

Notes:Sources:(1)

Total

users

refer

to

aggregated

users

whichinclude

streaming

users,podcastusers,as

well

as

those

who

use

both

streaming

and

podcastservices.Market

Insights

2023With

digital

audio

users

of

0.43

billion,

China

is

the

biggest

market

amongselected

countries

in

2023Market

Size:

Regional

comparison

(2/2)Digital

Audio

Advertising

market:

forecasted

users(1)in

billion0.500.490.480.500.450.400.350.300.250.200.150.100.050.000.470.450.160.430.150.400.140.390.140.360.130.310.110.280.110.260.100.180.170.170.170.040.030.040.030.040.030.040.030.040.030.040.040.030.020.030.0220180.030.0220190.030.030.030.030.030.032017202020212022202320242025202620272028GermanyUnited

KingdomUnited

StatesChina18

Notes:Sources:(1)

Total

users

refer

to

aggregated

users

whichinclude

streaming

users,podcastusers,as

well

as

those

who

use

both

streaming

and

podcastservices.Market

Insights

2023In

the

Audio

Advertising

market,

desktop

ad

spending‘s

share

reached

23.0%

in2023Distribution

by

Device:

GlobalDigital

Audio

Advertising

market:

Share

by

device24%24%76%23%77%23%23%23%23%23%25%27%31%34%76%77%77%77%77%77%75%73%69%66%201720182019202020212022202320242025202620272028MobileDesktop19Sources:Market

Insights

2023In

2022,

Spotify's

premium

and

ad-supp

or

t

ed

income

grew

by

21%

despite

asignificant

change

to

its

organizationCompany

profile:

SpotifySpotify’s

advertising

and

premium

revenue,

in

billion

US$Number

of

Spotify

employees+21%(1)11.7-16%(1)6.65.65.69.74.47.96.83.787%3.05.34.188%2.291%9%90%10%3.01.61.41.191%90%0.791%1.91.00.487%13%90%90%10%0.390%13%12%10%

10%9%9%

10%2012

2013

2014

2015

2016

2017

2018

2019

2020

2021

2022Premium

Ad-Supported2011

2013

2014

2015

2016

2017

2018

2019

2020

2021

202220

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023;

CompanyinformationTME,

the

leading

digital

audio

player

in

China,

has

expand

ed

its

core

businessbeyond

music

streaming

platformsCompany

profile:

Tencent

Music

EntertainmentTencent

Music

Entertainment’s

Core

BusinessTencent

Music

Entertainment

Online

Music

Revenue,

in

million

US$Tencent

Music

Entertainment

(TME)

is

one

of

the

largest

online

musicentertainment

platforms

in

China

with

over

800

million

monthly

active

users

in2021.

The

company

is

truly

an

all-in-one

online

music

and

audio

entertainmentdestination.

TME’

s

core

business

is

divided

into

Platforms

with

QQ

Music

(musiccontent),

Kugou

Music

(online

music

entertainment),

Kuwo

Music

(musiccompanionship),

WeSing

(music

entertainment

social

platform),

and

Lazy

Audio(audio

reading

services)

and

Content

&

Services

with

TM

E

UniChart

(music

charts),TME

Wave

Chart

(music

ranking),

and

Ultimate

Music

(services

forsmart

devices).1,798.3648.31,808.1548.1+22.4%(1)1,432.6580.61,027.7515.7Platforms805.0441.51,260.020221,150.02021852.02020Contents

and

Services512.02019363.52018SubscriptionNon-subscription21

Notes:Sources:(1)

CAGR:

CompoundAnnualGrowthRateMarket

Insights

2023;

CompanyinformationGermany,

France,

Italy,

and

Spain

had

high

conversion

rates

from

ad-suppor

t

edto

subscription-based

digital

audio

between

2019

and

2022Deepdive:

User

engagement

with

subscription

versus

ad-supported

servicesSubscription-based

digital

audio,

user

engagement

in

%Ad-supported

digital

audio,

user

engagement

in

%-17%-10%-17%+14%+10%+22%52%43%50%-12%+17%47%39%+50%45%48%42%+42%+64%43%45%37%41%-6%39%41%35%39%+45%-18%36%37%26%36%33%31%28%29%20%26%23%22%201920222019202222

Notes:Sources:"Have

youspentmoney

on

digitalmusic

contentor

podcastsinthe

past

12months?”;

MultiPick;

U.S.:n=59,934;

China:

n=24,123;Germany:

n=36,171;

France:n=12,195;

UK:

n=24,191;

Italy:n=12,181;

Spain:n=12,197Consumer

Insights,as

of

November

2023Compared

to

the

U.S.

and

other

European

countries,

awareness

of

digital

audioadvertisements

is

highest

in

China,

followed

by

SpainDeepdive:

Digital

advertising

touchpointsAwareness

of

digital

audio

advertisements

among

users

in

202222%22%20%17%16%16%15%ChinaSpainU.S.ItalyUKGermanyFrance23

Notes:Sources:"Where

have

youcome

across

digitaladvertisements

inthe

past

4

weeks?”;

MultiPick;

U.S.:

n=59,934;

China:

n=24,123;

Germany:

n=36,171;

France:n=12,195;

UK:

n=24,191;

Italy:n=12,181;

Spain:n=12,197Consumer

Insights,as

of

November

2023Amazon

and

Spotify

are

top

key

players

across

all

countries,

excep

t

in

China,where

local

players

dominate

the

marketDeepdive:

Digital

audio

purchases

by

brandSurvey

result

of

digital

audio

purchases

by

brand

in

202245%41%46%48%45%50%32%43%57%56%53%66%53%44%42%28%40%37%32%23%21%22%23%25%21%32%16%32%26%24%10%7%4%12%8%24%20%21%10%13%13%15%20%9%32%13%24

Notes:Sources:"Whichofthese

providers

have

youboughtmusic

downloadsor

streaming

services

from

inthe

past

12months?”;

MultiPick;

U.S.:

n=59,934;

China:n=24,123;

Germany:

n=36,171;

France:n=12,195;

UK:

n=24,191;

Italy:n=12,181;

Spain:

n=12,197Consumer

Insights,as

of

November

2023As

much

as

a

third

of

market

er

s

are

expected

to

increase

their

digital

audioadvertising

budget

by

up

to

10%

in

2023Deepdive:

Change

in

digital

media

budgetsGrowth

of

digital

media

budgets

worldwide

2023,

by

format2%2%7%10%36%10%34%15%36%24%64%30%49%33%60%35%40%35%50%61%44%34%45%38%46%28%23%2%20%2%21%16%3%12%10%7%2%7%2%3%2%Digital

audioAdvanced

TV

/connected

TVPaid

socialRetail

mediaGaming

/Metaverse/

eSportsInfluencermarketingDigital

out-of-homeDigital

displayPaid

searchIn-appSignificant

increase

(<+10%)Maintain

2022

budgetsSlight

decrease

(between

0

and

-10%)Significant

decrease

(<-10%)Slight

increase(between

0

and

+10%)25Sources:

Ebiquity;

World

Federation

ofAdvertisersAs

streaming

and

podcasts

have

had

an

increase

in

ad-supported

audio

time,over-the-air

radio

has

experienced

significant

lossesDeepdive:

Share

of

ad-supported

audio

timeAd-supported

audio

time

worldwide

2017

vs.

2022,

by

format73%60%14%12%11%6%6%6%5%Podcasts4%Ad-supported

Spotify3%2%Over-the-air

AM/FM

radioAM/FM

radio

streaming2017Ad-supported

Pandora2022Ad-supported

Sirius

XM26

Notes:"Share

of

Ear,”

Q1-Q4

2022.

Persons18+;

SiriusXM:

Ad-Supported:Spoken

Word.Ad-Free:MusicSources:

EdisonResearchFor

distributing

audio

ads,

market

er

s

are

more

likely

to

choose

streamed

musicover

other

audio

contentDeepdive:

Preference

of

audio

ad

type

and

benefits

of

audio

programmatic

adsLikelihood

of

companies

to

use

audio

adsin

surrounding

content

in

2022Benefits

of

programmatic

ads

in

digital

audio

in

202281%79%77%Increasing

product

awareness37%35%32%73%72%Enhanced

audience

targeting

capabilitiesEasy

to

launch

and

manageHigh

rates

of

audibility31%31%31%Cost

efficiencyAudience

reach

and

scaleUnique

opportunities

for

targetingCampaign

effectivenessStreamed

music

Online

radioPodcastsVoice-enabled

Audio

articlescontent

suchas

voice

skills28%28%and

actions27Sources:

Integral

AdScience;

YouGovSmart

speakers

have

a

high

potential

to

create

awareness,

as

nearly

50%

ofthose

with

smart

speake

r

s

are

more

likely

to

consider

a

brand

after

hea