The digital audio market is growing, innovating and broadening its strategic role, according to IAB Australia’s Digital Audio State of the Nation Report, and the recently released IAB Australia Internet Advertising Revenue Report.
Supported by industry body Commercial Radio & Audio (CRA) along with 19 different media and tech companies, the annual report tracks the evolution of Australia’s digital audio ecosystem.
It found that ad buyers are signalling further increases in digital audio investment.
69% of audio ad buyers are planning to increase their spend in original content podcast advertising, while 56% plan to increase investment in streaming music advertising.
Video podcasts were also found to be emerging, with 25% of respondents having already included the format in a campaign and a further 50% having researched the opportunity.
Steve Golding, Head of Audio Automation at NOVA and Chair of IAB Australia’s Audio Council, said “The future for digital audio advertisers is increasingly compelling. As the channel scales within the media mix, advances in targeting, dynamic creative, and experimentation with content creators will make audio campaigns even more relevant, accountable, and effective allowing them to deepen connections with audiences and build trust at scale.”
As also flagged at the recent HEARD 2026 event in Sydney, the report found that the market’s future scale and investment will depend heavily on the industry’s ability to deliver improved measurement sophistication, provide clearer evidence of effectiveness and responsibly adopt new technologies including AI.
The report found that the industry is adopting a curious but cautious approach to integrating AI into audio planning, activation and ad production process.
53% of Australian ad buyers expressed concerns with the use of AI in audio content production for host reads or voice cloning, where concerns around authenticity remain high.
Gai Le Roy, CEO of IAB Australia, said “There is clear positive sentiment around digital audio, with buyers signalling continued growth across podcasts and streaming.”
“At the same time, the expansion of the creator economy and the rise of video podcasts are reshaping how brands show up in audio environments. As an industry, we need to innovate around measurement, trading models and creative integration to ensure growth is matched with clarity and credibility.”
The 2026 Digital Audio State of the Nation Report can be found here. It will be officially launched today at IAB Australia’s Audio Summit. View the session: Audio Engagement, Talent and ROI in the Media Mix below.