The IAB Australia Audio Advertising State of the Nation annual industry survey in its 10th wave, reflects a maturing and evolving market with clear growth intent and expanding use cases, however measurement barriers persist. Digital audio advertising continues to grow strongly. Digital audio and podcast advertising expenditure increased 8% year on year from CY24 to CY25 with growth in podcast advertising expenditure accelerating.
Looking ahead to 2026, ad buyers signal further increases in digital audio investment. Nearly seven in ten respondents plan to increase spend in original content podcast advertising, while over half plan to increase investment in streaming music advertising.
Download the report now, or to find out more about our Audio Council, click here
