"According to eMarketer, nearly 240 million people in the U.S. will listen to digital audio in 2026, most on ad-supported platforms where marketers can target and measure campaigns with precision."
"Digital audio may not be growing at the pace of streaming video, but it is expanding steadily, with consistent year-over-year gains in time spent and ad revenue."
"For media buyers, audio is no longer an experimental channel. It is a practical lever to reach incremental audiences, improve efficiency and unlock new full-funnel measurement opportunities."
"Streaming audio in 2026 is a broader, more sophisticated ecosystem that includes music streaming platforms, podcast networks, and in-store audio networks that reach shoppers at the point of purchase."
Digital audio is evolving from a secondary consideration to a primary advertising channel as consumer behavior shifts. By 2026, nearly 240 million people in the U.S. will engage with digital audio, primarily on ad-supported platforms. Digital audio ad revenue is expected to reach $7-8 billion, indicating a growing market. Podcast listening has surpassed traditional talk radio, highlighting a structural change in content consumption. For media buyers, digital audio offers a practical means to reach new audiences and enhance measurement capabilities.
Read at MarTech
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