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Podcasts go multilingual: As podcast listeners grow and become more diverse, demand for content in different languages is also picking up.

On today's podcast episode, we discuss what the biggest trend of 2024 will be when it comes to how consumers will spend their time鈥攁nd money鈥攁nd what the biggest opportunities for advertisers will be as a result. Tune in to the discussion with our director of Briefings Jeremy Goldman and vice president of Briefings Jennifer Pearson.

On today's podcast episode, we discuss the largest discrepancies in terms of where folks spend their media time versus where advertisers spend their money, and how advertisers should adjust accordingly. "In Other News," we talk about the Comcast-Walt Disney Co. negotiations centered around Hulu's ownership and whether YouTube's new NFL Sunday Ticket features will be enough to attract viewers and advertisers. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood.

And it created a revenue-sharing program for podcast hosts. Spotify suggested it will soon launch a new 鈥渟uper premium鈥� tier on its Q3 earnings call, which would include higher sound quality and 鈥渁 bunch of other things,鈥� according to CEO David Ek. The company will have to find a way to keep growing revenues this year.

Although traditional radio advertising remains a $10.5 billion business in the US, it鈥檚 slowly shrinking. Digital audio advertising, by contrast, will grow 6.8% in 2024 to reach $7.12 billion.

In October, the company started managing podcast comments through auto-moderation because the task of approving comments had become burdensome for podcasters. 鈥淲e get a lot of people commenting 鈥� previously, the costs of moderation were just prohibitive for a company like us, so that鈥檚 been a great boon for 耻蝉,鈥� Spotify CTO Gustav S枚derstr枚m said on the Q4 earnings call.

Ad strategy is vital for podcasts, where listeners don鈥檛 necessarily click ads but commercials can still leave an impression. Here鈥檚 what marketers need to know when they think about podcasting and digital audio at large.

Prediction: Spotify will be the Netflix of audio. When we made this prediction, Spotify had just introduced its audiobook library. While that was seen as an asset for Spotify at the time, the company has had a challenging year, cutting jobs and canceling podcasts. 厂辫辞迟颈蹿测鈥檚 US ad revenues grew by 15.1% this year to pass the $1 billion mark, according to our forecast.