The fourth annual IAB U.S. Podcast Advertising Revenue study, prepared for IAB by PricewaterhouseCoopers LLP (“PwC”), has found that Podcast advertising will grow as much in the next two years as it did in the past decade. Driven by a particularly strong fourth quarter (+37% YoY), Podcast advertising revenues climbed to $842 million in 2020, up from $708 million in the year prior.
This study helps the sell-side benchmark revenue performance against the industry while identifying potential monetization opportunities at the ad category, ad-type, ad-delivery and content levels. For ad buyers, the results offer insight into the latest opportunities available for podcast ad investment and sponsorships, and Ad tech and data companies can leverage this report to market-size the industry . . .
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