The IAB and PwC  have published their findings from the third annual podcast ad revenue study.

There are some significant findings that show promising future for podcasting.

Here are the key findings:

  • There has been a rise of 53% in podcast ad expenditure
  • By 2021, the podcast revenue will reach $1 billion
  • More than half of the 12+ US population listens to podcasts
  • The podcast listeners respond well to the advertising”.

Mark McCrery, CEO of Authentic and Podtrac says, “The tremendous growth in podcast ad spending is further evidence that podcasts continue to deliver strong results for both brand and direct response advertisers. Spending by content category also maps closely to the podcast categories with the largest audiences, and with more and more places to discover podcasts, the medium is on a strong growth path”.

Third Annual Podcast Ad Revenue Study by IAB and PwC Reports Significant Growth

IAB

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