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About
US Podcast Advertising 2022
More Listeners, More Marketing Attention: Inside a $2 Billion Medium
Executive Summary
The amount of money advertisers spend on podcasts keeps increasing. Not long ago, podcasts were relegated to experimental marketing budgets, but soon they’ll account for one-third of digital audio ad spending. Growing pains, including a fragmented market and measurement challenges, are abound, but they haven’t stopped ad dollars from flowing in.
3 QUESTIONS THIS REPORT WILL ANSWER
- How much money will advertisers spend on podcasts?
- Which companies will receive the most podcast ad revenues?
- How much time do people spend listening to podcasts?
WHAT’S IN THIS REPORT? An examination of trends, data, and strategies related to how marketers are approaching podcasts. Also, our latest podcast listener and advertising forecasts, including our first-ever estimates for Spotify podcast ad revenues.
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KEY STAT: US podcast ad spending will surpass $2 billion in 2023 and will account for nearly one-third of digital audio services ad spending.
authors
Ross Benes
Contributors
- Evelyn Mitchell
- Analyst, Digital Advertising & Media
- Peter Newman
- Senior Forecasting Analyst
- Chuck Rawlings
- Senior Researcher
- Paul Verna
- Principal Analyst
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