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Australian Audio State of the Nation Report
Podcast advertising is firming up as an agency favourite for 2025, according to IAB Australia’s Australian Audio State of the Nation Report, with 79% of agencies intending to increase their podcast investments this year. Streaming music (65%) and streaming radio (56%) will also see increases in spend according to the Report, with audio’s ability to offer incremental reach on other media and to compliment the media mix, flagged as the key drivers of growth.
IAB Australia’s Australian Audio State of the Nation Report has found that 90% of agencies have used audio advertising this year, with 83% of media agencies including streaming digital audio advertising as a significant or regular part of their activity. The report, which is in its 8th year, also found agencies plan to increase their investment in streaming audio (61%) and podcasts (64%) over the coming year.
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