IAB/PwC Podcast Revenue Report Shows More Gains

Podcast Revenue Report

The INTERACTIVE ADVERTISING BUREAU and PwC have released their third annual Podcast Revenue Report, showing continued growth in the category with a 34% increase in self-reported podcasting revenues for 22 reporting companies to $344.7 million and a 53% increase in estimated total market U.S. podcast advertising revenue to $479 million, with the number projected to pass the $1 billion mark in 2021.

The study also showed a 7% increase in podcast listening in the U.S., with over half of Americans over 12 years old reporting listening.

The report notes that direct response ads have declined again to represent just over half of all podcast ads -- 51.6%, down from 64.2% last year and 73% in 2016 -- with brand ads up to 38.2% and branded content up to 10.1%.

“The tremendous growth in podcast ad spending is further evidence that podcasts continue to deliver strong results for both brand and direct response advertisers,” said AUTHENTIC and PODTRAC CEO MARK MCCRERY.  “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.”

MEGAPHONE Head of Sales and Marketing KEN LAGANA said, “Because of the strong growth trends, some of the biggest brand marketers in the country have really embraced podcast advertising and made it a regular component of their overall media mix.”

The report, sponsored by IAB Audio Committee members ABC RADIO, ADSWIZZ, AUDIOBOOM, AUTHENTIC, ESPN, GIMLET, IHEARTMEDIA, MARKET ENGINUITY, NATIONAL PUBLIC MEDIA, MEGAPHONE LLC, PODCAST ONE, PMM, RAWVOICE, STITCHER, WARNERMEDIA, WESTWOOD ONE, and WONDERY, can be found by clicking here.

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