U.S. Podcast Advertising Revenue Hits $1.4 Billion in 2021

Forecasted to Exceed $2B in 2022 and Around $4B by 2024

NEW YORK – May possibly 9, 2022 –The explosive earnings progress of podcast advertising achieved a new superior in 2021, racing well past the $1B mark to $1.4B.

Podcast marketing grew 2X more quickly in 2021 (+72%) than the total net advertisement marketplace in accordance to the sixth annual IAB U.S. Podcast Marketing Income analyze, geared up for IAB by PricewaterhouseCoopers LLP (“PwC”).

“Everything correct now is aligned to travel progress. There is additional participating and diverse podcast content material than at any time, and that is translating into more substantial, much more beautiful audiences,”  mentioned Chris Bruderle, Vice President, Analysis & Insights, IAB.  “But much more than anything at all, podcasting has demonstrated that it can produce past immediate-to-shopper promoting to support model-constructing and push company outcomes.”

According to the report, there are three essential elements serving to to travel podcast advert income expansion:

• Additional listeners and much more content
  • A continuously increasing person foundation that is consuming a rising library of partaking and numerous content material.
• Amplified use of automatic advertisement tech
  • The share of advertisement income served by using Dynamic Advert Insertion (DAI) has almost doubled in two several years to 84% as now both of those host-study and announcer-study ads are mainly staying served with this functionality (84% and 85%, respectively).
• Growing expense throughout additional ad groups
  • The share of advertisement earnings created inside classes with reduced invest volumes has more than tripled in just two a long time from 8% to 28%.

What is in advance for podcasting

“The report indicates significant growth ahead, with advertisers getting podcast impressions at scale even though monitoring delivery, usefulness, recall and results.” explained Eric John, Vice President, IAB Media Middle. “Buyers will anticipate innovative brand name safety options, viewers focusing on, and measurement, and we search ahead to operating throughout the ecosystem to make standards that provide creators, listeners, publishers and makes.”

The yearly IAB U.S. Podcast Advertising Profits examine aids advert prospective buyers attain insights into the latest alternatives readily available for podcast ad financial commitment and sponsorships. For publishers, it assists to benchmark earnings functionality and identify monetization opportunities at the ad class, ad-kind, ad-delivery, and articles amounts, between other places. The examine aids ad tech and info providers attain visibility into possibilities to give enhanced solutions in measurement, ad supply, and beyond.

For the IAB Total-Year 2021 U.S. Podcast Advertising and marketing Income, simply click below.

Methodology

As in prior decades, the quantitative, online once-a-year survey was despatched to main Podcast market specialists in March to understand 2021 podcast marketing revenues and tendencies, as very well as forecast profits development for the up coming 3 years. This coincided with a Podcast marketing market-sizing to supply an estimate of the current market in the United States, inclusive of non-survey participating corporations.

About IAB

The Interactive Advertising and marketing Bureau empowers the media and promoting industries to prosper in the electronic economic system. Its membership contains a lot more than 700 foremost media businesses, brands, businesses, and the know-how firms liable for providing, delivering, and optimizing electronic advert internet marketing strategies. The trade team fields important exploration on interactive marketing, when also educating brands, agencies, and the wider organization neighborhood on the great importance of electronic marketing. In affiliation with the IAB Tech Lab, IAB develops technological standards and remedies. IAB is committed to professional advancement and elevating the awareness, abilities, expertise, and diversity of the workforce throughout the market. Through the operate of its community policy place of work in Washington, D.C., the trade affiliation advocates for its members and encourages the benefit of the interactive advertising field to legislators and policymakers. Started in 1996, IAB is headquartered in New York Metropolis.

About PwC

As company, accounting, and tax advisors to lots of of the world’s foremost technological innovation, media, and telecommunications (TMT) businesses, PwC (www.pwc.com/us/tmt) has an insider’s watch of tendencies and developments driving the business. With somewhere around 1,200 practitioners serving TMT clientele in the United States, PwC is deeply committed to furnishing customers with sector working experience and means. In current many years, our work in TMT has integrated helping our consumers to create strategies to leverage electronic technologies, identifying new sources of financing, and market positioning in industries characterised by consolidation and transformation. Our practical experience reaches throughout all geographies and segments, like broadband, wireless, film, television, audio, publishing, advertising, gaming, sports activities, topic parks, computer systems and networking, software program and know-how providers. With thousands of practitioners all around the earth, we’re normally shut at hand to deliver deep field understanding and resources

IAB Media Contacts
Kate Tumino / Brittany Tibaldi
212-896-1252 / 347-487-6794
[email protected]/ [email protected]