Free Industry Report Β· 2025

The Atunwa Digital
Audio Report 2025

Listening behaviour, monetisation realities, and what they mean for advertisers, podcasters, radio stations, and media owners in 2026 and beyond.

+98%Livestream Growth
28M+Unique Listeners
75%Mobile-First
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2025 At a Glance β€” Supply Side
Livestream sessions nearly doubled year-on-year to 161.9M, with 28.2M unique listeners β€” 75% on mobile. For radio stations, this signals a growing, loyal audience. For advertisers, it means scale and daily reach with more people consuming radio content online.
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Engagement 35%
Reach 28%
Awareness 15%
Lead Gen 12%
2025 At a Glance β€” Demand Side
Engagement (35%) and Reach (28%) dominate advertiser priorities β€” overtaking brand awareness. This shift toward performance-driven outcomes means audio campaigns are now expected to deliver measurable results, not just impressions.
Key Takeaways
Five strategic themes shape the full report: mobile-first audiences, morning commute listening windows, ad-supported monetisation realities, pre-roll outperforming all formats, and measurement gaps limiting campaign value across the continent.
Peak Listening Hours by Country
Best Performing Ad Formats
Publisher Monetisation Realities
2026 Planning Playbook
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Peak listening windows, best ad formats, publisher monetisation realities, measurement benchmarks, and the full 2026 planning playbook.

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39 pages of data you can act on

πŸ“» Livestream Radio Growth

Session data, listener trends, and peak windows β€” broken down by day and hour.

πŸŽ™οΈ Podcast Trends

Where consumption is shifting, which platforms are gaining, and what it means for inventory.

πŸ’° Monetisation Realities

Seasonality, direct vs programmatic, and the inventory challenges limiting publisher revenue.

πŸ“£ Ad Performance Data

Best-performing formats and positions β€” backed by completion rates, CTR, and viewability.

πŸ“ Measurement Benchmarks

What advertisers measured, what's underutilised, and where the gaps are.

πŸ—ΊοΈ 2026 Planning Playbook

Priority listening windows, recommended ad mix, and KPI focus areas for the year ahead.

Data sourced from across Atunwa's publisher network

NigeriaGhanaKenya TanzaniaEthiopiaRwanda