Marketers Turn Up Podcast Advertising

Author

Michael Beach
June 12, 2019

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%)

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