bill

For Bill Simmons’s the Ringer, Podcasting Is the Main Event

Podcasting boom: Bill Simmons is producing 28 different series for the Ringer making a huge bet on podcasts.

Quick math on downloads per episode for the Ringer:
1) 28
different podcasts
2) 35M downloads per month
3) 1.25M
downloads/show/month

U.S. ad spending growth between 2016–17:
1) Podcast — ↑ 86%
2) Digital — ↑ 21%
3) Radio — ↑ 0%
4) TV — ↓ 2%
5) Print — ↓ 11%

Flashback: 2018: The Year Podcasts Grew Up And Programmatic Audio Took Off

Advertising revenue per year according to PwC (YoY growth):
1) 2017 — $314M
2) 2018P — $402M (↑ 28%)
3) 2019P — $515M (↑ 28%)
4) 2020P — $659M (↑ 28%)
5) 2021P — $766M (↑ 16%)
6) 2022P — $887M (↑ 16%)

Big move #1: Spotify bought Gimlet for ≈ $230M.

Big move #2: iHeartMedia bough How Stuff Works for $55M.

Podcast series by platform:
1)
Spotify — 170K
2) Pandora — 100K

Quick math on the total size of the podcast universe:
1) 578K
total series
2) 12.4M total episodes
3) 21.5 episodes/series

More: Will New Measurement Standards Drive Podcast Advertising?

READ NEXT

Want the latest insights from around the video advertising industry?
Subscribe to our State of the Screens Newsletter.

logo

Thank you

We have received your message and will be in touch shortly.

logo

Contact Us