IAB Reports Podcast Revenue Exceeded $1 Billion In 2021, Heading For $4 Billion By 2024

Big Growth

The INTERACTIVE ADVERTISING BUREAU's sixth annual IAB U.S. Podcast Advertising Revenue study is out, and it shows the podcasting industry's revenue passing the $1 billion mark in 2021, up from $842 million in 2020 to $1.4 billion in 2021. growing at twice the rate of the total internet advertising market and predicted by the IAB to exceed $2 billion this year and $4 billion by 2024. The growth is attributed to an increase in both listeners and content, increased use of dynamic ad insertion, and a tripling in revenue over the past two years from categories with lower spend volumes.

“Everything right now is aligned to drive growth. There’s more engaging and diverse podcast content than ever, and that is translating into larger, more attractive audiences,”  said IAB VP/Research and Insights CHRIS BRUDERLE. “But more than anything, podcasting has proven that it can deliver beyond direct-to-consumer advertising to support brand-building and drive business outcomes.”

“The report indicates significant growth ahead, with advertisers buying podcast impressions at scale while tracking delivery, effectiveness, recall and results.” said IAB Media Center VP ERIC JOHN. “Buyers will expect advanced brand safety solutions, audience targeting, and measurement, and we look forward to working across the ecosystem to create standards that serve creators, listeners, publishers and brands.”

The annual report is prepared for the IAB by PRICEWATERHOUSECOOPERS LLP.

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