Industry Snapshot
Radio, advertising, film, television, animation, and video games, I’ve been at this game a long time. I’ve got a deep passion for it. I’ve had a lot of roles in my career. Still, nothing is more satisfying than voice directing. Something about a new script, a booth, a control room, a microphone, and, more than anything, a collaboration with talent. We’re going to bring something alive. It gets my heart pumping. Love it.
The voiceover (V/O) industry continues to evolve rapidly, crazy fast; like every 12 months, it’s a new game shaped by technology, new audiences, and a demand for diverse content across multiple mediums. Audiobooks, video games, commercial advertisements, and virtual assistants are opportunities that have expanded, with trends reflecting significant growth opportunities and challenges. Here’s a snapshot of the industry’s current state in 2024:
Key Trends in the Voiceover Industry
AI Voice Technology: Friend or Foe?
We need to begin here. Nothing is more challenging than pursuing a v/o career in the age of Artificial Intelligence (AI), which, every day, grows more potent, more flexible, and more intrusive. Synthetic voices, powered by machine learning algorithms, are increasingly used for tasks like virtual assistants, customer service bots, and audiobooks. Honestly, audiobooks have a ways to go with AI. The available voices don’t capture your attention like a well-spoken human- voice does. I can’t imagine slogging through a complex audio story being read by an AI voice.
While AI concerns voice actors about job displacement, it also creates new opportunities. AI voice actors may take on routine or minor roles, allowing human talent to focus on high-impact performances, emotional nuance, and creative storytelling.
Also, the way technology works. We have a long track record now. Every single time, the promise of new tech seems like the clang from the bell of doom for some other technology. But more often than not, the market expands. What sounds good one-month sounds dated and exposed the next.
What is the key to v/o survival in the AI Era? Get your chops strong. Keep them sharp. Master new techniques and new voices, and seek new opportunities. Add to your skills, not carelessly, but with intense study. Learn your tools, your mics, your booth, your DAW, and your interfaces. Have control of it all. Get Geeky. If this overwhelms you, I hear you. It’s a pain but also a reality, and the next booking is going to the voice that delivers the better technology.
Stat Snapshot:
The AI voice market was valued at $2.1 billion in 2023 and is projected to reach $5.4 billion by 2028, growing at a CAGR of 19.3%.
That’s robust. No doubt. Voiceover will never be the same, but some lines cannot be crossed with AI.
The mark of successful creativity is originality, which carves out a niche in a crowded marketplace. Originality is competitive, and creativity is competitive.
Some executives think they can do all the work in their cubicles with Chat and AI voices; others are seizing opportunities, using creativity as a market edge, and winning the game.
One hour with a human voiceover is worth ten with an AI voice; AI voices mean compromise. Currently, you take what you get. As a writer and director, that doesn’t work for me, and I doubt it works for many other pros, either.
Diversity and Representation
There is a growing demand for authentic voices that reflect diverse backgrounds, including gender, ethnicity, and cultural nuances. Audiences are increasingly aware of representation, and brands and media producers strive to match this expectation. The push for authentic representation has opened doors for underrepresented voice actors.
This is a much bigger deal than it might seem, and it concerns the marketplace. People are lukewarm to AI voices. A brand striving for authenticity should not compromise on an AI voice, as it undercuts the entire message.
Think Dune. When director Denis Villeneuve wanted to shoot on an alien planet, he could have gone the Unreal Engine route. The worlds look fantastic in that technology. But instead, he took a crew to Jordon and shot scenes there. There’s no substitution for the real thing. The same applies to voices.
Stat Snapshot:
In 2023, more than 62% of casting directors in North America reported prioritizing diverse voice talents for new projects.
There’s nothing new here. An unfamiliar voice drills into the ear quicker, capturing people’s attention and opening the brain to receive new information.
"Brands like Apple, GEICO, and Nike have successfully (created) memorable campaigns resonating with consumers for years. From the iconic "Think Different" ads to the quirky GEICO gecko, these brands have leveraged the power of voice-over to create a lasting impression on their audience. The possibilities for branding through voice-over are endless, and it's exciting to see how companies continue using it innovatively.” Craft Creative
5. Growth of Audiobooks and Podcasts
In 2024, people will consume content on the go. In the U.S. alone, audiobook sales reached a record $1.8 billion in 2023, up from $1.6 billion in 2022.
The podcast industry, now $2 billion, continues to be a significant avenue for voiceover work. With these markets expanding, the demand for voice actors capable of long-form narration and storytelling is high
6. Remote Work and Globalization
The COVID-19 pandemic (remember that?) forced the voiceover industry to adapt quickly to remote recording, a trend that has become a standard practice. Voice actors no longer need to live in significant entertainment hubs like Los Angeles or New York; instead, they can record from home studios anywhere in the world. This has globalized the talent pool, making it more competitive and accessible.
There’s a significant caveat to that. You need a pro studio setup to navigate the pro voiceover world successfully. If you get busy, you will hit a tech wall sooner than later. When there’s money on the line, producers have no time for technical glitches. Working your voice and working with technology is not easy. I prefer my voiceovers in a studio with a mixer on a pro job, and I know some actors who have made significant investments in technology, including $3000 mics and cool-sounding voice booths. Still, I’m not taking chances with my clients’ money. I’ve had too much experience with what can go wrong in a session, and my clients have little patience.
Best investment? Hire an IT guy and have them set you up and maintain your technology. Have them on-call for sessions. Be ready. I guarantee you will hit technical snags. If you’re not ready for them, you’re not ready to record a v/o.
The best thing about getting your studio rocking is the incredible access to global markets. It’s massive. We have never had a voiceover market of this scale before. Take full advantage. Find an agent in each market that interests you. I always limit my agent deals to territories. I want an agent in NYC and LA. I’ve found those to be distinctive markets. LA is animation, video games, and film; NYC is advertising, documentaries, indie films, and international. Try Sydney, Tokyo, London, Mumbai, Cape Town, São Paulo, Toronto, Vancouver, and Atlanta. It’s a slog, but these are not straightforward times.
7. Voiceover for Video Games and Animation
Video games and animated projects continue to be a major source of work for voice actors. The global gaming industry was valued at $221.4 billion (!) in 2023, and games now frequently feature voiceovers for dozens of characters. This trend reflects the increasingly cinematic nature of games, which often require top-tier voice-acting talent to deliver immersive experiences.
Character voices are a big plus when competing. Learn how to develop and maintain a character. Create unique characters and represent them on a reel. Have them in voice quiver, ready to go.
Accents as well. An excellent French or English accent will open doors. Producers will lean on you if you know the difference between Mexican, Cuban, and classic Spanish.
Once again, working in the video game industry means having the sharpest edge you can get with technology. No people in the entertainment field are more technically savvy than video game producers. Find an IT guy you love. It’ll give you the best return on a dollar you can get. There’s only one answer when you hit a technical snafu in a session. We’re fixing it. You’ve got five minutes. Tops.
Challenges in the Industry
Compensation and Union Concerns:
With the rise of AI voices (The Attack of the Clones!) and more competition due to remote recording, some voice actors face downward pressure on rates. That’s a polite way of putting it. Certain producers will not pay fair rates. AI = Free.
Here’s a taste of real: Voice actors are doing this to themselves. If you undercut markets with your rates, you’re killing your career. I hate to be blunt, but it’s the truth. Every time you say yes to a low rate, you make it more difficult for us to maintain a viable market. I don’t know how else to put it. You need an agent or manager to handle things. Can you do it without help? Of course! But you’re alone, and people will take advantage of you.
While unionized voice actors are often protected by set pay scales (through SAG-AFTRA), low-cost competitors will undercut non-unionized workers. It’s a race to the bottom. The need for fair compensation remains a crucial issue, especially with global talent competing in a broad digital marketplace.
Unions recognize this problem and are working to find solutions that address the producers’ needs and the actors’ protection.
I’ve written about this elsewhere. Organization is the solution.
Training and Upskilling:
With new technology and market demands, voice actors must master more than just their vocal delivery. Understanding the technical side of home recording, mastering audio editing software, and adapting to various platforms (like video games or interactive media) are increasingly required skills.
I know I’m repeating myself, but there’s one aspect I want to underline: Professionalism. Professionals know their trade. They’ve mastered process and range and built solid, repeatable skills to deliver to the market. Audio production is a life-long study. A closet is not a booth, sound isolation is important, control of your read is important, mouth-to-mic placement, voice warmed up, water on hand, all the details matter. Professionals have the details down cold. If you ever intend to have a voiceover career in 2024, you should, too.
Opportunities for the Future
3D Audio and Immersive Experiences:
As audio technology advances, 3D audio (spatial or binaural sound) presents a new frontier for voiceover artists. Immersive experiences in virtual reality (VR), augmented reality (AR), and interactive audio dramas require actors to deliver performances that fit within dynamic, shifting soundscapes.
At Studio Jijiji, we’re producing an 8-episode audio drama that fully explores these audio technology innovations.
4. Expanding Markets in Global Regions:
Emerging markets in Asia, Latin America, and Africa are increasing their content creation, which includes a rising demand for local and multilingual voiceover work. This globalization presents opportunities for voiceover actors who can perform in multiple languages or understand cultural nuances specific to these regions.
Foreign language skills are a massive advantage for voiceovers. English/Spanish.
Mandarin/English, Japanese/Engish, your opportunity expands with each language you offer.
Conclusion
The voiceover industry is at a crossroads between tradition and technology. While AI and automation are reshaping parts of the industry, human creativity, emotional nuance, and cultural representation ensure that voiceover artistry remains indispensable. With continued growth in sectors like audiobooks, gaming, and immersive audio, voice actors who adapt to new trends and technologies will be in high demand.
This has been a challenging journey for me. When I began my career, I joined a union; I never had to negotiate rates; I showed up at sessions and relaxed until it was time to read. I focused solely on my reads, not worrying about technology. I left the sessions after my reads and waited for the next call. Professionals surrounded me. We trained ourselves to work fast and accurately. And we made money. It was a living. The state of the voiceover industry is in flux, but really, that’s nothing new. It’s always been that way.
The pace of change is quicker. The technology evolves every six -months. There are more ways to succeed and fewer barriers to entrance. The low rates make it hard to imagine voiceover work delivering a return. It can take dozens of reads to get a callback. Fifty bookings a year at average non-union rates get you $17,000. And there’s no backend. That’s it. There are very few usage caps. These days, AI clones’ concerns could take you out of the market entirely.
But we’re going to do it anyway, right? It’s great fun, thoroughly engaging, and better than driving Uber. It’s all our responsibility to keep the market healthy. Work for better rates. Work to leave the industry in better shape.
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