Full-Year 2016 Podcast Ad Revenue Study

IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

IAB held its first annual Podcast Upfront showcase in September 2015, hosting an audience of marketers and media buyers interested in learning more about the “power of podcasts as a valuable platform to reach consumers.” In recognition of the platform’s growth as an important and emerging marketing medium, a formal, data-driven revenue analysis needed to be executed. Industry estimates existed; but, the range in published estimates was too wide to be reliable. IAB’s podcast group met and a sub-group of members elected to sponsor a study to properly assess the potential for advertising revenue across the industry. PwC was engaged in March 2017 to conduct a study by directly surveying the industry’s significant revenue generators.

Over 11 weeks, PwC performed . . .

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