girl with headphones on

Sound Strategy for Tomorrow’s Advertising

Audio marketing is poised to dominate in 2025, driven by our increasingly multitasking lifestyles and the desire to reduce screen time. A staggering 74% of podcast listeners engage with content while performing other tasks, such as commuting, exercising, or doing household chores.(1) This trend aligns perfectly with the growing preference for audio-based entertainment and information consumption. As we seek to balance productivity with personal development, audio content allows us to learn, be entertained, and stay informed without being tethered to a screen. The shift is particularly pronounced among Gen Z, with 55% of this demographic listening to podcasts monthly,(2) indicating a strong preference for audio-based media consumption.

Moreover, the push to decrease screen time is gaining momentum across all age groups, with audio offering a compelling alternative. By 2025, it’s projected that digital audio ad spending will reach $7.89 billion in the US alone,(3) reflecting marketers’ recognition of audio’s growing importance. This surge in audio marketing isn’t limited to traditional formats like podcasts and streaming music. Even video-centric platforms are experiencing a shift, with many users “watching” YouTube videos, Reels, or TikToks by simply listening to the audio while multitasking. This behavior opens up vast opportunities for marketers to capitalize on audio-first strategies, ensuring their messages resonate with audiences who are increasingly listening rather than watching.

(1) Edison Research, “The Infinite Dial 2023”

https://www.exchangewire.com/blog/2023/09/21/digital-audio-advertising-a-vital-component-of-multi-channel-marketing-strategy/

(2) Statista, “Share of consumers who listen to podcasts monthly in the United States as of 2023, by age group”

https://www.adweek.com/partner-articles/how-interactive-ads-are-shaking-up-audio-ad-technology/

(3) eMarketer, “US Digital Audio Ad Spending, 2021-2025”

https://themarketingmillennials.com/articles/2024-08-22/is-audio-the-1-channel-for-2025/

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