According to the fourth annual IAB Podcast Advertising Revenue Report prepared by PwC, U.S. podcast advertising revenue is expected to grow 14.7% in 2020, despite the pandemic. As growth continues, U.S. podcast advertising revenue is nearing the $1 billion mark.
- DTC brands (22%) and financial services (16%) make up top podcast advertisers — Health & Wellness and Home & Appliance are the largest DTC sub-categories.
- News is the leading podcast content genre for US podcast advertisers, capturing 22% of revenue, followed by comedy (17%), and society and culture (13%).
- In 2019, podcast advertising revenues increased by 48% reaching $708.1 million.