The latest IAB Internet Advertising Revenue Report for 2024, developed in partnership with PwC, has landed—and the numbers are singing a powerful tune for digital audio. After a slower 2023, digital ad revenues surged in 2024, growing 14.9% YoY to a record $258.6 billion.

Key drivers included the presidential election and Olympics, both historically strong advertising events. Despite inflation, high interest rates, and job cuts in some sectors, the U.S. digital ad market proved resilient, highlighting its adaptability and long-term strength amid economic shifts.

Source: IAB Internet Advertising Revenue Report for 2024

Among the headline insights is the growing momentum of audio channels, especially podcast advertising, which has emerged as a dynamic force in the digital landscape.

Source: IAB Internet Advertising Revenue Report for 2024


Source: IAB Internet Advertising Revenue Report for 2024

A Mixed Yet Promising Picture for Digital Audio

Digital audio revenues—including podcasts, streaming music, and digital radio—reached $7.6 billion in 2024, up 8.5% year-over-year. While this marks a slowdown compared to the impressive 18.9% growth seen in 2023, the nuance lies in the format-specific performance.


Source: IAB Internet Advertising Revenue Report for 2024

The standout performer? Podcasts.

Podcast advertising revenues surged 26.4% year-over-year, bouncing back dramatically from last year’s 5.5% growth. This sharp uptick signals a maturing marketplace, fueled by several converging trends:

  • The cord-cutting culture is driving listeners toward on-demand content.

  • Increasing trust and engagement between hosts and audiences.

  • The rise of political advertising in the run-up to the 2024 election.


Source: IAB Internet Advertising Revenue Report for 2024

While streaming music and digital radio saw more moderate performance, they remain foundational pillars of digital audio’s broader ecosystem and crucial playgrounds for innovation in ad tech.

Programmatic Ad Spend Soars as Manual Placements Decline

Programmatic advertising grew 18.0% YoY, adding $20.6B to reach $134.8B in 2024. This growth highlights the industry’s shift toward automated, AI-driven ad buying that delivers real-time optimisation and precise targeting.


Source: IAB Internet Advertising Revenue Report for 2024

In contrast, non-programmatic (excluding search) ad revenues dipped 4.9%, now totalling $20.9 billion. While still notable, the decline reflects a clear move toward efficiency, scale, and automation across digital ad strategies.

Why Audio is Poised for Even More Growth

The IAB’s report underscores a pivotal industry shift: ad-supported streaming has become the dominant model. With platforms like Spotify, Amazon Music, and YouTube doubling down on ad-funded models—and live sports acting as a magnet for premium ad dollars—there’s a clear appetite for immersive, non-intrusive formats. This puts digital audio advertising in a prime position to benefit.

AdTonos has long championed the idea that audio is not just a complementary medium—it’s a central channel in the multisensory marketing mix. With voice-first experiences, dynamic ad insertion, and interactive audio ads, the opportunities for brands to creatively connect with listeners are only expanding.

What’s Next for Advertisers?

As the report puts it: “Our data suggests that there will be continued digital audio advertising expansion and growth in the year ahead.” For advertisers, this means:

  • Investing in podcast-specific strategies to tap into high-engagement audiences.

  • Exploring interactive audio formats that increase user participation and recall.

  • Leveraging data and AI to personalise messaging without compromising user privacy.

At AdTonos, we’re ready to help brands and publishers seize this moment with precision tools for real-time targeting, audience segmentation, and creative audio innovation.

2024’s numbers are more than just stats—they’re a signal. A signal that the way people consume content is fundamentally changing, and with it, the role of audio in the digital ecosystem is evolving. It’s not just growing—it’s growing smarter, faster, and more influential. Let’s make sure your brand is heard.

Download the full version of the IAB Internet Advertising Revenue Report for 2024 here.

Source: IAB website.