Tuning into Connected TV Audio Advertising

Connected TV (CTV) audio advertising is experiencing remarkable growth, driven by evolving consumer behaviours and technological advancements. As viewers increasingly embrace on-demand content on larger screens, advertisers are capitalising on CTV's targeted reach and measurable outcomes.

Global Connected TV Audio Advertising

According to Dentsu's 2025 Media Forecast, global advertising spend on CTV is projected to reach $25 billion, reflecting a 20% year-over-year increase. This continued surge underscores the platform's growing significance in media strategies. Notably, audio advertising within CTV environments is gaining traction, offering brands innovative avenues to engage audiences through streaming music, podcasts, and interactive audio ads.

Consumption Habits and Demographics

The integration of audio streaming into smart TV home screens has transformed living rooms into personalised entertainment hubs. Recent studies indicate that 68% of households with smart TVs regularly use them for audio streaming, with an average weekly consumption of 12 hours. Millennials and Gen Z lead this trend, valuing the seamless transition between visual and audio content.

CTV + AI-Driven Audio and Smart Devices

Advancements in artificial intelligence have enhanced user experiences on smart TVs. AI-driven recommendations curate personalised playlists and suggest new audio content based on listening habits. Devices like Amazon Fire TV integrate voice assistants, enabling hands-free control and tailored content discovery.

Delivery Audio Content on CTV Platforms

Smart TVs like LG Radio+ now host a plethora of audio streaming services, including:

- Radio Streaming: Apps like myTuner Radio provide access to over 50,000 radio stations globally, allowing users to enjoy traditional radio through modern interfaces.

- Podcasts: Platforms such as Spotify and Audible offer extensive podcast libraries, catering to diverse interests directly on CTV devices.

- Music Streaming: Services like Spotify and Amazon Music deliver vast music catalogs, transforming TVs into central audio entertainment systems.

Top Listening Apps on Connected TVs

Based on recent user engagement metrics, the leading audio apps on CTVs are:

1. YouTube: Dominating with its extensive music videos and podcast offerings, YouTube has become a primary platform for TV viewing, particularly in the US, where TV watch time on YouTube outpaces traditional TV and other streaming services.

2. Spotify: With 675 million monthly users and 263 million paid members, Spotify offers both free and premium music streaming, enhancing the Amazon Fire TV user experience.

3. Amazon Music: Integrated seamlessly with Amazon's ecosystem, it offers a vast library accessible via voice commands on Fire TV devices.

4. myTuner Radio: Providing access to thousands of radio stations, it caters to users seeking traditional radio experiences on modern platforms.

5. Audible: As a leading audiobook service, Audible allows users to enjoy a wide range of spoken-word content on their TVs.

Implications for Brand Marketers

The convergence of audio streaming and CTV presents unique opportunities for brands:

- Enhanced Engagement: Audio ads on CTV can complement visual content, creating immersive experiences that resonate with audiences.

- Targeted Advertising: Leveraging user data, brands can deliver personalised audio ads, increasing relevance and effectiveness.

- Measurable Outcomes: CTV platforms offer robust analytics, enabling marketers to assess campaign performance and refine strategies in real-time.

The fusion of CTV + audio streaming consumption is increasingly reshaping the advertising landscape. By embracing this trend, brand marketers can craft compelling campaigns that align with contemporary listening habits, ensuring they remain at the forefront of audience engagement.

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