Third Annual Podcast Ad Revenue Study by IAB and PwC Reports Significant Growth
The third annual Podcast Revenue Report by IAB and PwC confirms solid and increasing growth in the U.S. podcast advertising marketplace. The report, which surveyed top US revenue producing podcast companies on various data points, reports continued growth trends at the individual publisher level. The report adds an independent market sizing element, which echoes the pattern of increasing marketwide revenues into 2021 and beyond.
This year’s report finds marketers spent $479 million to advertise on podcasts in the U.S., an uptick of 53 percent from $314 million in 2017. Based on market trends and surveys returned by significant podcast companies in the US, the report projects that revenues will top $1 billion in 2021.
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