In the realm of podcasting, the US is the global leader in all respects

How ad spending in the US is changing, Gen Z's ad tastes, and Apple Podcasts' subscriptions November 1, 2021 /ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo= [In the realm of podcasting, the US is the global leader in all respects]() The US is the undisputed front-runner within the global podcasting ecosystem, in terms of both content production listener adoption. In 2021, 40.0% of US internet users will listen to a podcast at least once per month. No other country comes close to matching this figure (Sweden, home of Spotify, will be in second place with 34.6%). The US will also have the most monthly podcast listeners, at 117.8 million—over 40 million more than our aggregate figure for Europe. China will be in second place, with 85.6 million listeners. This year, for the first time, more than half of all digital audio listeners in the US will also be podcast listeners. By the end of 2024, that figure will cross the 60% mark. Among digital consumers in the US, podcast listening has become mainstream in a surprisingly rapid fashion. - To drive home the point, 35.2% of the US population will listen to a podcast at least once a month in 2021. That figure was 14.3% as recently as 2015. Thanks to the enormous US-made library of podcast content, English speakers around the world have a wider array of shows available to them than non-English speakers do. This smooths the path for podcast adoption in countries with high levels of English-language proficiency. [Read the full article.]() [Webinar: Drive Site Optimization](=/ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo=) Uncover critical digital experiences that need improvement. Learn how B2B teams can reliably identify and optimize the most important pages on their websites with data and replicate that success at scale. Join a live eMarketer Tech-Talk Webinar, with presenting sponsor Decibel by Medallia. 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[Watch now.]() [Podcast: How ad spending in the US is changing, Gen Z's ad tastes, and Apple Podcasts' subscriptions]() On today's episode, we discuss the major contributors toward digital advertising's growth this year, what the ceiling is for mobile ad spending's share of the total ad market, and whether TV ad dollars are actually on a downward trajectory. We then talk about Gen Z's ad preferences and the prospects for Apple Podcasts' in-app subscriptions. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle. ["Behind the Numbers" is made possible by Tinuiti. Listen in.]() [chart-image]() [Discounts named the top purchase driver in social media ads](=/ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo=) Three in five US internet users said that discounts are what influence them to buy a product through social media ads, far more than the 44% who cited the brand’s trustworthiness and customer data practices. [See the chart.](=/ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo=) [chart-image](=/ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo=) [Webinar: 6 Ways to Win with Visual Storytelling](=/ODY3LVNMRy05MDEAAAGAepIeApgOVYc69a3-3-E5k98CIQEZnqf2F0A4OKaS09PjaiPSHaNur3r4jq07hwMW6_DWsmo=) Effective storytelling with video and imagery is crucial to a campaign’s success. Learn how to improve consumer engagement and build better connections. Join eMarketer’s live Tech-Talk Webinar, presented by Cloudinary. 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