Marketers Turn Up Podcast Advertising

Podcast advertising revenue by year (YoY growth) according to PwC:
1)
2015 — $106M
2)
2016 — $169M (↑ 60%)
3) 2017 — $314M (↑ 86%)
4) 2018 — $479M (↑ 53%)
5) 2019P — $679M (↑ 42%)
6) 2020P — $863M (↑ 27%)
7) 2021P — $1.0B (↑ 21%)


Share of advertising revenue by delivery mechanism:
1)
Edited-in — 51%
2)
Dynamically inserted — 49%


Share of advertising revenue by objective:
1)
Direct response — 52%
2)
Brand awareness — 38%
3)
Branded content — 10%


Share of advertising revenue by spot length:
1)
60s — 30%
2)
90s — 27%
3)
15s — 23%
4)
30s — 19%
5)
>90s — 1%


Top 5 podcast advertising categories:
1)
Direct-to-Consumer Retailers –22%
2)
Financial Services — 21%
3)
Business-to-Business — 14%
4)
Arts and Entertainment — 10%
5)
Telecommunications — 7%

Podcast listeners by year (YoY growth) according to eMarketer:
1)
2017–67.3M
2) 2018–72.7M (↑ 8%)
3) 2019–76.4M (↑ 5%)
4) 2020–78.9M (↑ 3%)


More #1: Investing in the Podcast Ecosystem in 2019

More #2: Spotify lands exclusive podcast deal with Barack and Michelle Obama

More #3: Podcast Wars: $100 Million Startup Luminary Launches Tuesday Without Reply All Or The Daily

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