Why is there a gap between audio ad spend and audio listening time?

US adults now spend an average of 2 hours 44 minutes per day listening to audio content, but ad spend has not kept pace. Many brands overlook audio because it doesn't feel 'hot' compared to other channels, leaving a significant competitive gap for brands willing to invest now while the landscape is less crowded.

How is Gen Z consuming audio content in 2026?

Gen Z primarily uses YouTube, Spotify, and Apple Music to discover music and podcasts, and they listen across multiple devices at all times. Their behavior is 'always on' and format-agnostic, meaning single-platform strategies won't reach them effectively. Video podcast formats are increasingly important for this audience.

What is happening with video podcasts on Spotify and Apple?

Spotify and Apple Music have partnered to let creators publish video podcasts once and reach both platforms simultaneously, with unified monetization. This reduces friction for smaller and mid-tier creators, who are likely to consolidate around the Apple-Spotify ecosystem. It may also offer lower CPMs for brands targeting emerging voices or niche communities.

What is in-store audio advertising and which retailers are using it?

In-store audio advertising delivers targeted brand messages to shoppers at the point of purchase decision. Lowe's has introduced in-store audio advertising to its retail media network, allowing brands to reach shoppers contextually in real time. Early tests have shown increased consideration and sales lift, and more retail media networks are expected to follow.

How does in-game audio advertising work?

In-game audio advertising plays brand messages seamlessly in the background during mobile gameplay, rather than interrupting the experience with video ads. This non-intrusive format respects the user experience while maintaining high engagement rates.

Is AM/FM radio still worth advertising on in 2026?

Yes. AM/FM radio captured 64% of ad-supported audio listening time among US adults in Q2 2025, according to Edison Research, outperforming both podcasts and streaming for time spent. For brands targeting audiences outside the 18-34 demographic, radio offers enormous reach and a lower cost-per-impression than podcasts.

What is the Spotify Partner Program and why does it matter for advertisers?

The Spotify Partner Program is a creator partnership network that advertisers can use to identify and buy against specific podcast partners. As cross-platform distribution becomes easier, partner networks are solidifying quickly. Brands that lock in early with the right shows can secure better reach and conversion rates before competition increases.

What's new in Audio Advertising for 2026

5 days ago
4 min read

Audio expands with fresh opportunities in video, retail, & gaming

A woman in red top, wearing headphones, gaming on a curved monitor in a dimly lit room. Keyboard glows red, screen shows space theme.

The audio consumption vs. ad spend gap

We've been sounding the alarm on the value of Audio Ads for years:

Audio taps into a deep, built-in trust between listener and host/artist
Reaches precisely targeted audiences by interest, location, demographic
Provides detailed analytics from radio, streaming, or podcast platforms

But fresh data from EMARKETER shows that Audio ad spend is not growing nearly as fast as actual listening time is - US adults now spend an average of 2 hours 44 minutes listening to audio content per day! That's a huge competitive gap your brand could fill.

This gap is your competitive advantage. While most brands sleep on audio because it doesn't feel "hot," listeners are there—engaged, in personal moments, every single day. If you can move budget into audio while the landscape is still less crowded, you're ahead.

Smiling woman with headphones on a couch using a phone. Text reads "AUDIO ADS 101: A Guide for Marketers & Media Buyers." — Why podcasts, streaming ads, and programmatic audio are essential marketing channels; and how to buy them efficiently.

What is Gen Z is listening to these days?

Gen Z's audio habits are rapidly shifting as streaming, social discovery, and multitasking reshape engagement. They're not behaving like older cohorts.

Gen Z particularly loves YouTube, Spotify, and Apple Music for discovering new music and listening to (or watching) their favorite podcasts—and they listen everywhere they go. This matters because it's not just about podcasts or music anymore.

For Gen Z, the format is almost irrelevant; the behavior is "always on, across multiple devices."

If your target is Gen Z, single-platform plays won't cut it. You need to show up wherever they're listening—which increasingly means video format, not audio-only.

Chart comparing Gen Z and total population digital audio use. Gen Z prefers YouTube, Spotify, and Apple Music more. Red vs gray dots. — Source: EMARKETER

Video podcast wars: Spotify vs. Apple vs. YouTube

YouTube has been steadily rising as the world's top media platform for video podcasts (aka vodcasts) for its powerful algorithm, ad targeting, and social promotion capabilities; but creators had to upload separately to YouTube, manage different revenue streams, and deal with separate analytics.

So, Spotify & Apple Music have teamed up to tune it out. Spotify is integrating Apple's technology to let creators publish video once and reach both platforms simultaneously, with unified monetization starting later this year. This removes friction for smaller and mid-tier shows, which are likely to consolidate around the Apple-Spotify ecosystem because the barriers are now lower.

What this means for your audio strategy: The video podcast landscape is fragmenting by creator tier. Emerging partner programs on Spotify and Apple will have different reach profiles than established YouTube channels—and potentially lower CPMs as creators are still building audiences there.

If you're targeting emerging voices or specific communities, these partnerships might offer better unit economics than YouTube's established creator base.

Woman podcasting with a mic and laptop in a colorful studio. Text: "How to Run YouTube Podcast Ads Effectively." — The ubiquitous video platform is now America's #1 home for podcasts. Learn how your brand can benefit from its reach, engagement, and loyalty.

Who's building new audio advertising integrations?

Audio is converging with other channels to create entirely new opportunities for brands. Two groundbreaking developments are reshaping the way we think about digital audio advertising:

Retail media gets a soundtrack

The retail media revolution has found its voice – literally. Lowe's introduction of in-store audio advertising to its retail media network (RMN) marks a significant evolution in the space. This innovation allows brands to reach shoppers at the precise moment of decision-making, creating a direct line of communication when purchase intent is at its peak.

Imagine if customer browsing the tools section could hear a strategically timed message about your premium paint brand. These contextually relevant audio messages can influence purchasing decisions in real-time, adding a powerful new dimension to retail media strategies.

Early tests have shown promising results, with brands reporting increased consideration and sales lift from these targeted in-store audio campaigns. We foresee more RMNs to follow the example in the future!

In-game audio is non-intrusive

Gaming audio advertising (think mobile games) is also maturing. Rather than interrupting gameplay with video ads, audio messages play seamlessly in the background. This respects the user experience while maintaining high engagement rates – a win-win for both brands and gamers.

Woman smiling, holding a smartphone in a shopping area, wearing glasses and hoop earrings. Text: "Click-and-Mortar Retail Media Strategies." — How brands can adapt their omnichannel commerce strategies to meet consumers everywhere

Actionable steps for brands in 2026

1. Seek podcast partners in the Spotify Partner Program

Don't assume all podcast ad buys are equal. Advertisers can seek podcast partners enrolled in the Spotify Partner Program. Compare reach, CPMs, and conversion rates before reallocating material budget. Let data, not speculation, determine the split.

The shift toward easier cross-platform distribution means partner networks are solidifying now. Lock in early if you find the right shows.

2. Consider a partner like iHeartMedia for a unified buy

If you're looking for reach at scale, iHeartMedia owns both terrestrial radio and hundreds of digital podcasts—all in one central buying platform. They have a new partnership with TikTok creators, too, which opens up Gen Z distribution without fragmentation.

Vintage radio with dials on white stand. Text: "AM/FM Radio Tops the Charts for News & Sports: Give a legacy channel a fresh look." — Digital streaming may dominate music and podcasts, but AM/FM radio is still king for news and sports. Learn how to build it into a high-performing, full-funnel media plan.

3. Don't discount AM/FM Radio

Radio captured an impressive 64% of ad-supported audio listening time among US adults in Q2 2025, per Edison Research, beating podcasts and streaming for time spent.

If your brand's audience includes anyone outside the 18-34 bracket, radio deserves budget. Cost-per-impression is often lower than podcasts, and reach is enormous.

At Exverus, we’re passionate about helping brands navigate these emerging channels to drive measurable results. Let’s explore how audio could amplify your next paid media campaign in 2026 and beyond.

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