2017 Full-Year IAB Podcast Ad Revenue Study

The second annual Podcast Revenue Study by IAB and PwC confirmed solid revenue growth and significant momentum for the podcast marketplace (US). The report, done by PwC, was underwritten by 15 podcast companies who are members of the IAB, as an initiative of the IAB Audio Committee. Advertisers from financial service companies to direct brands continue to recognize the impact and value of podcast advertising.

The report included a survey of podcast companies considered to be key revenue drivers in the marketplace, who contributed data on past revenues and future projections, along with data items pertaining to ad and campaign specifics. In addition to compiling this information, the report includes a podcast advertising market sizing which delivers an independent estimate of the market in the . . .


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