IAB Podcast Ad Revenue Study: An Analysis of the Largest Players in the Podcasting Industry

Advertising in podcasting has grown 85% over the past year.

Podcasting advertising revenue (% change):
1) 2015: $69M
2) 2016: $119M (↑ 72%)
3) 2017: $220M (↑ 85%)

Share of ads by delivery type:
1) Host Read: 60%
2) Pre-Produced: 40%

Share of ads by objective:
1) Direct Response: 73%
2) Brand Awareness: 25%
3) Branded Content: 2%


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