Digital Audio Advertising Spending Surges as 67% of Marketers Chase Incremental Reach
igital audio is emerging as a serious contender for larger budget allocations. From podcasts to streaming platforms, marketers are increasingly leaning into audio-based advertising, citing its ability to deliver incremental reach, deeper engagement, and access to consumers during high-intent moments that traditional media often misses.
A fresh industry survey conducted by eMarketer in partnership with Amazon Ads reveals a pivotal shift in how advertisers perceive and deploy digital audio in their media mix.
The findings suggest that digital audio is no longer treated as a niche channel reserved for brand awareness. Instead, it is steadily carving out a role across the entire marketing funnel — from consideration and conversion to loyalty and retention.
Two-Thirds of U.S. Marketers Now Invest in Streaming Audio and Podcasts
According to the latest survey, 67% of U.S. marketers now incorporate streaming audio and podcasts into their advertising strategy. That figure is double the share of advertisers currently investing in traditional broadcast audio formats.
This signals more than a tactical experiment — it represents a structural shift in media planning priorities.
Key Survey Highlights:
67% of marketers include streaming audio and podcasts in campaigns
Only around one-third actively use broadcast audio
52% identify incremental reach as digital audio’s top advantage
83% believe digital audio delivers at least some incremental audience reach
55% cite ROI measurement challenges as the biggest barrier to scaling
The data underscores a powerful narrative: digital audio is not replacing traditional channels outright, but it is expanding the media ecosystem by unlocking audiences that are otherwise hard to capture.
Why Incremental Reach Is Driving Spending Growth
In today’s fragmented media environment, reaching consumers across multiple touchpoints without oversaturation is increasingly complex. Advertisers are prioritizing incremental reach — the ability to connect with new audiences beyond traditional platforms like television, social media, or display advertising.
More than half (52%) of surveyed marketers say incremental reach is digital audio’s strongest asset.
This matters because:
Consumers multitask across devices.
Screen fatigue is real.
Ad avoidance behaviors continue to rise.
Traditional TV reach continues to fragment.
Digital audio enters the equation during moments where visual channels cannot — commuting, exercising, cooking, shopping, or working.
Unlike scrolling through feeds or watching TV, listening often occurs during “hands-busy, eyes-busy” moments. This creates new exposure opportunities that extend beyond conventional screen-based engagement.
Marketers increasingly recognize that podcasts and streaming audio are embedded into listeners’ daily routines. These are not passive, incidental exposures — they are habitual behaviors.
According to the research, advertisers believe listeners have integrated digital audio into core activities, creating what the study describes as persistent and influential occasions throughout the day.
These include:
Morning commutes
Gym sessions
Grocery shopping
Household chores
Work-from-home routines
Late-night winding-down moments
Because audio accompanies these rituals, messaging is delivered in a less cluttered and often more attentive environment compared to visually competitive channels.
Engagement and Audience Quality Rank High
Incremental reach may be the headline driver, but engagement metrics are also shaping digital audio’s appeal.
Survey responses show:
45% cite audience engagement as a primary benefit
40% point to audience quality and targeting precision
Podcasts in particular are known for:
Loyal listener communities
Long-form, immersive content
Trust between host and audience
High completion rates
Unlike skippable display ads or fleeting social impressions, podcast ads are often host-read, integrated naturally into content, and delivered within environments that command sustained attention.
Shopping While Listening: A Powerful Consideration Moment
One of the more compelling findings is that one in four advertisers believe consumers are shopping while listening to digital audio ads.
That statistic reframes how digital audio fits within the purchase journey.
Historically, audio advertising was viewed as an upper-funnel awareness driver. However, if listeners are actively browsing or shopping while consuming audio content, the channel moves closer to moments of consideration and conversion.
This behavioral overlap positions digital audio as:
A companion medium during e-commerce browsing
A reinforcement layer for retail decision-making
A contextual nudge at critical purchase moments
As multitasking becomes the norm, audio is proving capable of influencing decisions in real time.
From Awareness to Performance: The Funnel Expansion
The survey reveals a growing shift beyond brand awareness objectives.
Marketers Are Using Digital Audio For:
40%: Driving consideration and brand favorability
28%: Increasing traffic to retail and e-commerce channels
27%: Executing direct-response campaigns
23%: Supporting customer loyalty and retention
This evolution reflects broader industry expectations: every channel must demonstrate measurable impact.
Advertisers are no longer satisfied with impression-based metrics alone. They want:
Conversion tracking
Attribution modeling
Cross-channel integration
Retail media alignment
Digital audio is now being evaluated not just for where it reaches consumers — but for what those interactions ultimately deliver.
Full-Funnel Integration Becomes the New Standard
As performance expectations rise, digital audio is increasingly woven into comprehensive, multi-touch strategies.
Chris Conetta, Director of DSP at Amazon DSP, notes that advertisers are seeking engagement across every critical conversion touchpoint.
This reflects a larger industry pivot:
Audio retargeting layered with display
Sequential messaging across podcast episodes
Streaming ads tied to retail data
Programmatic buying integrated with audience insights
Digital audio is evolving from a standalone awareness vehicle into a data-driven, performance-capable channel within full-funnel media ecosystems.
The Measurement Challenge: ROI Still a Major Barrier
Despite the optimism, challenges remain.
The survey identifies ROI measurement as the biggest obstacle to scaling digital audio investment, cited by 55% of respondents.
Key issues include:
Attribution gaps across devices
Limited standardized measurement frameworks
Difficulty linking exposure to conversion
Fragmentation across platforms
While marketers value contextual reach and engagement, finance teams demand quantifiable returns.
Until attribution models mature further, digital audio may remain strategically admired but cautiously funded.
Why Clearer Attribution Will Determine Budget Growth
Industry analysts suggest that the next wave of digital audio expansion will hinge on:
Improved multi-touch attribution
Retail media integration
Cross-platform identity resolution
First-party data activation
AI-powered conversion modeling
As measurement clarity improves, advertisers may feel more confident shifting larger portions of budgets into streaming audio and podcasts.
The demand is clearly present. The proof point gap is what remains.
The Strategic Tension: Value vs. Verification
Digital audio currently occupies an interesting space in media planning discussions:
Strategically appealing
Behaviorally integrated
Engagement-rich
Incrementally powerful
But financially scrutinized.
Advertisers see where and when it connects with consumers — during influential daily routines and multitasking purchase moments. However, proving direct performance outcomes at scale remains the next milestone.
Why 2026 Could Be a Breakout Year for Digital Audio
If trends continue, digital audio is poised for stronger integration within:
Retail media ecosystems
Performance marketing stacks
Programmatic buying platforms
Data-driven audience targeting
As podcast networks expand and streaming platforms enhance ad tech capabilities, the channel’s full-funnel credibility may accelerate.
The evolution from awareness-only medium to performance-capable engine is already underway.
What This Means for Brands and Media Buyers
For advertisers evaluating next-quarter budgets, the survey signals clear strategic considerations:
The opportunity exists — but measurement maturity will dictate budget velocity.
The Bottom Line
Digital audio advertising is no longer experimental. It is becoming a mainstream component of modern media plans, valued for incremental reach, high engagement, and contextual relevance.
With two-thirds of U.S. marketers now investing in streaming audio and podcasts, the channel has moved firmly into the strategic spotlight.
However, the next phase of growth will depend less on reach narratives and more on measurable outcomes.
Until attribution improves, digital audio may continue to win strategic endorsements while fighting for larger performance-driven allocations.
But one thing is clear: brands are listening — and increasingly, they are spending.
