According to a recent 2025 survey conducted by EMARKETER in collaboration with Amazon Ads, two-thirds (67.0%) of U.S. marketers include streaming audio and podcasts in their current media mix. U.S. podcasts alone are projected to capture an additional $1 billion per year in advertising spend by 2029, according to EMARKETER forecasts.
Within the U.S. media mix, streaming audio and podcasts now outperform broadcast audio and linear TV. This represents a strong indicator for other, less mature markets globally.
Advertisers champion digital audio because it enables incremental reach—connecting with audiences that may not be engaged through traditional channels. Among Tier 1 advertisers, the top reason for investing in digital audio is incremental reach (52%). Audience engagement (45%) and audience quality and targeting capabilities (40%) rank second and third.
A convincing 83.0% of advertisers believe digital audio delivers at least some incremental reach. This competitive advantage stems from the ability to reach listeners during persistent and influential moments throughout their day—while they are consuming podcasts or streaming audio services. Connected digital users are more consistently reachable through mobile devices than audiences relying solely on traditional broadcast signals.
Advertisers believe they are reaching customers during highly influential daily occasions. Driving and commuting rank as the top activity (82%). Time spent relaxing at home, cooking, or doing household chores ranks second (47%). Exercise and fitness activities follow closely (43%).
This constant presence allows podcast and streaming audio ads to engage listeners at key decision-making moments—delivering the right message at the right time. Digital audio also plays a role closer to purchase: when users listen via mobile devices or personal computers, they can shop simultaneously on another app or browser window. A quarter (25.0%) of advertisers surveyed believe consumers are actively shopping while listening to digital audio ads.
However, approximately one quarter of respondents consider audio primarily a lower-funnel tactic while simultaneously citing measurement limitations as a barrier. Over half (55.0%) report difficulty measuring ROI as the main challenge preventing greater investment in digital audio.
This perception is misleading. Measurement tools do exist and are widely available. The key is to move beyond traditional performance KPIs such as clicks, impressions, and traffic volume, and instead evaluate metrics such as attention, engagement, brand consideration, and sales impact.
Final recommendations for Visionary Advertisers
