Over the last few years, broadcasters have been fighting more aggressively than ever before for every advertising penny. The competition played out in an industry increasingly marked by the dominance of behemoth digital platforms, the news that agency after agency were remodelling their approach to audio and demands by advertisers for ever greater returns on their media investments. Additionally, we’ve had to adapt to an ever-changing media landscape, with the reemergence of OOH and a more sophisticated approach from traditional media owners.

Undaunted by these challenges, over the last 18 months, Spotify UK and Ireland (UK&I) has played a key role in accelerating the trend of moving media sales from a linear to an on-demand model. We knew we needed to revitalise the marketplace to persuade them that digital audio and video were the way forward. Significantly, this year’s IAB UK Digital Adspend report included digital audio and podcasting data for the first time, a move that reflects the growth of audio within the digital landscape. Overall, the digital audio market grew by +17% year-on-year to a total of £103.7 million, including podcast spend which increased by +43% - driven by Spotify. Through the efforts of our incredible Sales team, we have created a digital audio marketplace that we lead, driving results that are truly phenomenal in what has been a particularly challenging year for the advertising industry.