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Podcast Ad Revenues Expected to Top $220 Million in 2017, Climbing 85% from Previous Year, According to IAB

Research Released in Partnership with PwC US Provides First-of-its-Kind Data-Driven Revenue Analysis of the Largest Players in the Podcasting Industry

NEW YORK, NY (June 26, 2017) – U.S. podcast advertising revenues are forecasted to skyrocket to more than $220 million in 2017, an uptick of 85 percent over the $119 million recorded in 2016, according to the first-ever IAB Podcast Advertising Revenue Study released today by the Interactive Advertising Bureau (IAB) and conducted by PwC US. The research, which covers 2015, 2016, and offers estimates for 2017, is the only analysis driven by direct, first-party data on podcast ad revenues, and provides valuable insights into podcasting’s momentum, showing that revenues have grown 73 percent between 2015 and 2016.

Findings in both 2015 and 2016 show that marketers prefer ads read by podcast hosts to those that are pre-produced. Last year saw more revenue generated by dynamically inserted ads for the first time. Direct response campaigns continue to be the most prevalent campaign type, with brand awareness and branded content campaigns increasing from 2015 to 2016. (The 2017 estimates are solely top line, and therefore cannot be broken down in detail as done with the two previous years.)

This study draws on historical data compiled directly from 20 of the industry’s largest players and encompasses all forms of podcast advertising to provide a reasonable measurement of podcast advertising growth. This research comes on the heels of the full year 2016 IAB Internet Advertising Revenue Report, which included the first market sizing of the digital audio space. That report showed digital audio ad formats brought in revenues of $1.1 billion, which did not include the 2016 revenues from the podcast advertising market.

“The IAB Podcast Advertising Revenue Study proves two things—the whole world is listening, and brands are taking notice,” said Randall Rothenberg, President and CEO, IAB. “From the remarkable growth of podcast ad revenue, we’re seeing an ancient axiom being proved yet again: great rewards go to those who surprise and delight their fellow humans.”

“This study is the first to directly survey the podcast industry’s significant revenue generators—which means it’s the most accurate view of the medium’s largest players compiled to date,” said Chris Kuist, Senior Vice President, Research and Impact, IAB. “We partnered with PwC US for this study to build upon our longstanding relationship in producing the IAB Internet Advertising Revenue Report, which is widely considered ‘the gold standard.’ This research carries on that tradition, with a laser focus on what is clearly one of the industry’s most dynamic areas.”

“These findings confirm that podcasting is experiencing impressive year-over-year growth, and we can expect even more gains on the horizon,” said David Silverman, a Partner at PwC US. “The study also identifies key trends that should be on marketers’ radar screens.”

The IAB Podcast Advertising Revenue Study was underwritten by IAB member companies Acast, Authentic (a Podtrac company), Gimlet Media, HowStuffWorks, Market Enginuity, Midroll Media, Panoply Media, Public Media Marketing (PMM), and Wondery.

To download the study, please go to

The IAB Podcast Advertising Revenue Study uses the same credible and established methodology also used to produce the larger IAB Internet Advertising Revenue Report each year. PwC surveyed 20 of the largest podcast companies, comprised of leading industry publishers and ad networks. The quantitative survey asked questions related to quarterly advertising revenue, advertising delivery, and campaign type, and advertising industry category, among others. Findings were then analyzed to identify and report key trends presented in this study. Revenue estimates for 2017 are based on participating companies’ self-reported revenue forecasts, rather than actual results.

About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.

About PwC US
At PwC, our purpose is to build trust in society and solve important problems. PwC is a network of firms in 157 countries with more than 223,000 people who are committed to delivering quality in assurance, advisory and tax services. Find out more and tell us what matters to you by visiting us at

© 2017 PwC. All rights reserved. PwC refers to the US member firm or one of its subsidiaries or affiliates, and may sometimes refer to the PwC network. Each member firm is a separate legal entity. Please see for further details.

IAB Media Contact
Laura Goldberg
[email protected]

PwC Media Contact
Carey Bodenheimer
[email protected]