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Note: Pandora listeners include Stitcher listeners. Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies, historical trends, and country-specific demographic and socioeconomic factors.

YouTube’s share was more than four times as big as the shares claimed by any other ad-supported service—ad-supported Pandora represented 3%, while ad-supported Spotify, SiriusXM, and Amazon Music each represented 2%.

Click here to view our full US listener forecasts for Spotify, Amazon Music, iHeartRadio, Pandora, or Apple Music. iHeartRadio will lead in listener growth this year (4.5%), but the boost will be modest.

Amazon and Apple will not move the needle very much, and Pandora will lose listeners (3.3% decline) for the eighth year in a row. Read the full report, US Digital Audio Forecast Overview 2024.

Respondents in the US were asked if they used Pandora, which was not available in any other countries. The differences among demographic groups were more pronounced in digital audio streaming than for video streaming. A large divide was evident between the youngest age cohort (ages 16 to 24) and the oldest (ages 55 to 64), between high- and low-income households, and between urban and rural dwellers.

Pandora leads but Spotify is rapidly catching up. Pandora will hold a 21.9% share of digital audio ads sales in 2024, while Spotify captures 16.6% and iHeartMedia 10.0%. Spotify will shrink the gap, trailing Pandora in 2026 by only 0.7%. Audio advertising continues to punch beneath its weight class. Audio spending trails audio time.

It was a happy holiday season for several retailers: Lululemon, Abercrombie & Fitch, Crocs, and Pandora are among the companies that beat expectations over the final months of 2023.

YouTube is the preferred podcast platform among US listeners of this medium, according to Morning Consult. Spotify takes second place, followed by Apple Podcasts and Pandora.

Netflix and Hulu remain near the top, but TikTok and the two major digital audio services we track (Spotify and Pandora) make huge leaps. Facebook, meanwhile, drops substantially in the rankings. And Amazon Prime Video drops to last, an indication of possible challenges as the platform shifts to an ad-centric viewer experience. To view time spent by platform among users, click here.

After more than a decade of healthy, double-digit compound annual growth, ad spending on digital audio services slowed dramatically in 2023, downshifting the space into a new era

How is programmatic advertising shaping the growth of the digital audio ad market, and how should advertisers spending in terrestrial radio think about balancing their spend between terrestrial and digital audio channels?

The ad spending winter of 2022 and early 2023 was mild and short-lived, as we predicted. And after a solid H2 2023, things are looking up across the board for 2024.