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IAB U.S. Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact

IAB U.S. Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact

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.

Additional highlights:

  • 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.

IAB will be hosting its virtual 2020 Podcast Upfront on Sept. 9 -11 designed for advertisers and media buyers to preview the latest in innovative podcast programming. For more details click here.

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