U.S. podcast advertising revenues are expected to come in at over $220 million in 2017, according to the first-ever IAB Podcast Advertising Revenue Study. That’s an increase of 85 percent over the $119 million total from 2016.
IAB conducted the study with PwC US. In 2015 and 2016 marketers preferred ads read by podcast hosts over pre-produced ads. In 2016, more revenue was generated from 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.)
The study was compiled from 20 of the industry’s largest players and includes all forms of podcast advertising to provide a reasonable measurement of podcast advertising growth. 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.