The latest IAB Internet Advertising Revenue Report, compiled in partnership with PwC, shows that global digital audio advertising revenue grew by 10.2% in 2025 to reach $8.4 billion. The IAB notes that audio is playing an increasingly important role within the broader media landscape, as advertisers look to diversify and deepen audience engagement.

Podcasting continues to lead that growth. Revenue in the sector rose by 17.6% in 2025 to $2.9 billion, outperforming the wider audio category. While still a smaller share of total digital spend, podcasting remains a consistent and growing contributor, with its evolution—particularly as video formats become more prominent—expected to drive further expansion.

The report also suggests that current figures may understate the true scale of digital audio. Measurement frameworks largely capture traditional audio formats, while consumption habits are increasingly platform-agnostic, spanning both audio and video environments. As definitions evolve and measurement catches up, the full value of digital audio is likely to become more visible.

The report also highlights the growing concentration of the digital market, with the top ten technology companies now accounting for 84.1% of total revenue. Within this landscape, digital audio represents 2.8% of overall digital ad spend—still relatively small, but steadily growing.

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