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EMARKETER

Programmatic Digital Audio and Podcast Ad Spending 2025

Automated Channels Drive $2 Billion in Ad Spending With Digital Audio Platforms

Report by Evelyn Mitchell-Wolf  |  Feb 26, 2025
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Report
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Table of Contents
Executive Summary
Programmatic will account for nearly a third of digital audio services ad spending by 2026
Major digital audio players are shoring up their programmatic offerings
Old headwinds and new tailwinds will shape programmatic digital audio ad spending this year
EMARKETER Interviews
Sources
Media Gallery
About This Report
Programmatic plays a small but growing role in digital audio services ad spending. Major digital audio platforms are leaning in.
Topics
Programmatic Ad Spending
Podcasts
United States
Table of Contents
Executive Summary
Programmatic will account for nearly a third of digital audio services ad spending by 2026
Major digital audio players are shoring up their programmatic offerings
Old headwinds and new tailwinds will shape programmatic digital audio ad spending this year
EMARKETER Interviews
Sources
Media Gallery

Although automated channels are the de facto means of buying display ads, programmatic plays a smaller role when it comes to digital audio. As the market matures, digital audio platforms are developing their programmatic offerings to capture more budget from omnichannel advertisers.

Key Question: How much digital audio services ad spending is programmatic?

Programmatic Digital Audio Ad Spending Will Be a $2 Billion Market This Year (billions in US programmatic digital audio services ad spending, % change, and % of total digital audio services ad spending, 2022-2026)
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Key Stat: Programmatic will account for 3 in 10 digital audio services ad dollars in 2025.

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

2expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Programmatic will account for nearly a third of digital audio services ad spending by 2026
    3. Major digital audio players are shoring up their programmatic offerings
    1. Old headwinds and new tailwinds will shape programmatic digital audio ad spending this year
    2. EMARKETER Interviews
    3. Sources
    1. Media Gallery

    Charts in This Report

    Programmatic Digital Audio Ad Spending Will Be a $2 Billion Market This Year (billions in US programmatic digital audio services ad spending, % change, and % of total digital audio services ad spending, 2022-2026)Podcasts Account for Just Over 1 in Every 10 Digital Audio Ad Dollars Spent Programmatically (billions in US programmatic digital audio services ad spending, by type, and podcast % of total programmatic digital audio services ad spending, 2022-2026)
    Podcasts Will Drive Less Incremental Digital Audio Spending in Programmatic Than in the Total Market (podcast % of US incremental programmatic vs. total digital audio services ad spending, 2024-2026)Programmatic Penetration Is Far Lower for Podcasts Than for Other Digital Audio Services (programmatic % of US total podcasts vs. total other digital audio services ad spending, 2022-2026)
    The 3 Largest Digital Audio Players Collectively Account for Just Under Half the Market (billions in US digital ad revenues and % of total digital audio services ad spending, 2025)

    Interviewed for This Report

    Carter Brokaw
    iHeartMedia
    Chief National and Digital Revenue Officer
    Interviewed February 13, 2025
    Jeremy Randol
    SiriusXM
    Vice President, Programmatic Sales Strategy
    Interviewed February 5, 2025

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Ross Benes
    Senior Analyst
    Rahul Chadha
    Director, Report Editing
    Nikolai Dineros
    Chris Keating
    Director, Research
    Andrew Spink
    Forecasting Analyst
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Emman Velasco
    Chart Editor
    Yoram Wurmser
    Principal Analyst
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