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To get an idea of how far audio entertainment has come since the turn of the century, consider that about a tenth of Americans had listened to a podcast. In 2024, that number was 67%, almost 7 times more, according to Pew Research.
Exciting audio advertising trends are constantly developing. They can give us great insights into the way shifting consumer behavior has introduced a golden age of digital audio platforms with endless opportunities for advertisers.
We've seen all sorts of small businesses and organizations adapt to the changing times — and thrive — with AudioGO. So let's check out some of the top trends powering audio advertising and what to look for as you plan your 2025 ad spend.
The arc of audio entertainment: From broadcasting to podcasting
We've come a long way since the first regular U.S. radio broadcasting began in 1920, with KDKA in Pittsburgh airing election results. Advertising was primarily limited to brief sponsorships or “programming promotions,” where soap manufacturers and other companies would sponsor entire shows — hence the term "soap operas."
In the 1930s to 1950s, known as the "golden age of radio," audio branding took off, and ads would include jingles, catchy slogans, and announcements designed to be memorable. Brand awareness was the name of the game.
Audio innovation marched on, and in the 21st century online radio services like Pandora and early MP3 players transformed music consumption. Advertisers adapted by targeting listeners with personalized, data-driven ads based on their musical preferences and behaviors. With the rise of digital audio streaming services, including platforms like Spotify and Apple Music, brands began to use more sophisticated ad formats, including targeted audio ads, to reach niche audiences.
The explosion of podcasting in the early 2000s further shook up the advertising world, as companies recognized the power of podcasts to deliver highly engaged, loyal listeners. Advertisers embraced this new format, sponsoring popular podcasts and integrating ads directly into episodes, sometimes through host-read endorsements to build trust and authenticity.
The shift from terrestrial radio to on-demand, streaming, and podcast platforms meant that advertising was increasingly tailored to the listener's interests. It empowered businesses and ad agencies to provide a more personalized, contextually relevant experience.
Audio advertising trends in the modern age
In our current age of audio advertising, podcasts, audiobooks, and smart speakers are central to how we consume content. Podcasting is experiencing a boom in diversity, with genres like true crime, politics, health, and tech appealing to an increasingly fragmented audience. This shift leads to new opportunities for advertisers, who are investing in dynamic, targeted ads on platforms. Let's take a closer look at the latest trends and what to look forward to. (Unless another source is cited, the statistics in this section come from The Infinite Dial 2024 report from Edison Research.)
1. Audio streaming is huge
In 2024, an estimated 201 million Americans over the age of 12 streamed audio content online on a weekly basis. That's 70% of the population. Out of those listening, the audio brands used most often include:
The streaming market is expected to grow at a compounded rate of about 14% through 2032, when it could have a value of around $125.3 billion, according to an industry tracker.
The growth of subscription-based audio platforms will bring even more change to the audio landscape. Alternative monetization strategies give content creators the power to generate revenue from subscriptions, premium content, and direct fan support — without relying on traditional ad models. As more listeners choose ad-free experiences through paid subscriptions, advertisers will need to find new ways to reach their target audiences while respecting the value of ad-free content.
We may see a hybrid model emerge, where content creators offer ad-supported free tiers and paid, ad-free experiences, while simultaneously experimenting with more immersive and interactive forms of advertising, such as sponsored content or personalized, non-intrusive ads. This would give creators a more sustainable revenue model while giving listeners more control over their experience.
2. Podcasts extend their reach
This podcast trend is actually one of the major stories in the entire entertainment industry. Here are some of the latest figures that illustrate the phenomenon:
- 67% of Americans have listened to a podcast, and nearly half (47%) of U.S. adults now listen to podcasts on a monthly basis.
- Just under 100 million Americans age 12 and older now listen to podcasts every week.
- People listen to an average of 8.3 podcasts a week. Women now surpass men as more avid listeners. They take in 9.5 episodes a week, compared with 7.2 a week for men.
- According to Pew Research, younger listeners, ages 18-29, are more likely to listen to podcasts for entertainment (75%) while older listeners, 65 and up, are more likely to listen to learn something (61%). However, at least half of podcast listeners in all age groups say learning is a major reason they listen.
- 29% of podcast listeners ages 18-29 say they have bought something because it was promoted or talked about on a podcast, according to the same Pew Research report.
3. Smart speaker growth mirrors growth in streaming
Smart speakers have become common appliances in the American home — about a third of all households own one. This explosion in smart speakers, and their use for much more than voice search, tracks with everything else that's happening to streaming habits inside the home these days:
- 17% of the U.S. population over age 12 listen to audio entertainment on a weekly basis through a smart speaker.
- In 2018, only 12% of the population owned three or more smart speakers. By 2024, that percentage had skyrocketed to 43%.
- Smart TV ownership is also on the rise, with over 72% of Americans having one in their home. These TVs have the same audio quality and capability as smart speakers, and sometimes more. Many people connect smart TVs to more immersive sound systems for a theater quality.
America's increasing appetite for digital music, news, and podcasts has moved beyond cars, offices, and gyms to include kitchens, living rooms, and bedrooms. Smart speaker adoption is a big part of this home listening trend.
4. Digital audio technology is the driving force
Working behind the scenes of every app is software that's learning more and more about the users' behavior. Data tracking, compilation and analysis are the driving forces in all these extraordinary developments in content, hardware, and listening trends. The data that digital audio generates, and the features we've built on top of it, supports the success of our audio advertisers.
This isn't your great-grandmother’s radio — where companies sponsor a soap opera to reach the women who make up their customer base. Today's audio analytics are rapidly advancing, giving us better data on customers (and potential customers) with each passing day.
Dynamic ad insertion allows ads to be inserted into audio streams or podcasts in real time, based on specific listener data or targeting criteria. With programmatic audio, advertisers can target listeners based on a variety of data points, including demographics (age, gender, location), listening behaviors (the music, podcasts, or genres they prefer), and even real-time factors like device or time of day. Cross-device tracking allows us to follow users as they journey from smartphone to laptop, or other devices. This helps us create better-targeted ads — and retargeted ads. It can also help marketers prioritize marketing spend and optimize a user's experience.
And with AudioGO’s own behavioral marketing feature, we're able to leverage customer data to reach target audiences by their hobbies, interests, and user profiles. Brands and businesses can truly personalize their marketing by ensuring their messages reach the people who need to hear it most. One could say ad targeting is in its golden age.
We can also offer "synthetic voice ads," an AI innovation that generates realistic, artificial voices to help you quickly create a 30-second ad campaign on one platform.
Future of audio advertising: What to expect in 2025
Audio entertainment isn't going anywhere. In fact, it's poised to continue growing as younger audiences look to podcasts and podcast advertising for recommendations and to keep their finger on the pulse of emerging trends.
AI and personalized advertising
The future of audio advertising is being shaped by the rapid advancements in AI and personalization, which are revolutionizing how brands reach and engage with listeners. AI-driven recommendations are becoming more sophisticated, allowing platforms like Spotify, Apple Music, and Audible to serve highly personalized content — whether it's music, podcasts, or audiobooks — tailored to an individual’s listening habits and preferences. This shift allows advertisers to target listeners with greater precision, delivering ads that align with their interests in real time. This can help mitigate ad fatigue, which causes audiences to tune out ads they've heard too often.
This is great news for advertisers, but we have to remember that audiences can sometimes become suspicious of ad personalization. It rubs people the wrong way if they think ads are personalized with data that they don't feel they consented to give. It's the kind of feeling that might make them turn to ad blockers. Data privacy is a big topic in the advertising world and lawmakers are looking at ways to regulate it.
Machine learning also plays a crucial role in audio discovery by continuously analyzing user behavior and improving recommendations over time. This makes it easier for listeners to find content they love and for brands to use programmatic advertising to reach listeners. As these technologies evolve, audio advertising will become even more integrated, dynamic, and seamless.
Interactive ads
Audio advertising is poised for another big leap with the rise of interactive and immersive audio experiences, like “choose-your-own-adventure” podcasts and VR audio. These innovative formats blur the line between passive listening and active participation. Brands and content creators can adapt in real-time to listener choices, preferences, and behaviors.
Imagine an ad experience that changes based on how a listener interacts with a podcast, or a virtual reality setting where brands can create an immersive, branded sonic identity. As technology evolves, advertisers will experiment with these formats to deliver relevant messages that feel like a natural part of the content rather than an interruption. Interactive audio will raise listener engagement to new heights and offer a deeper, more meaningful connection between brands and their audiences.
Globalization and accessibility
As audio content becomes more accessible in different regions and languages, audio advertising can expand its global reach. The rise of multilingual podcasts, audiobooks, and streaming platforms is enabling advertisers to connect with audiences in non-English speaking countries. As global audiences consume more content in their native languages, it will create new ways for brands to craft region-specific campaigns.
In non-English speaking markets, audio advertising will continue to grow, with brands tailoring their messages to reflect local culture, values, and dialects to improve relevance and listener engagement. Advertisers will be able to scale their campaigns across borders, connecting with a broader audience.
Get started with audio advertising today
Ready to take your brand to the next level? With AudioGo’s user-friendly platform, you can easily create and launch personalized audio ad campaigns that connect you with a wider audience. Even more, you can track your ROI with audio metrics to determine how to best implement and shift your strategy.
Whether you’re a small business or a content creator, AudioGo makes it simple to tap into the power of audio advertising, allowing you to reach your ideal customers in an engaging and cost-effective way.
But don't take our word for it. Get started with AudioGO today, and see what all the buzz is about yourself.
