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State of the Screens

Like most media, podcasting is pivoting to paid (with complications)

By May 3, 2019No Comments

Podcasting is going through a similar cycle as streaming video where a big question is will future revenue be driven more by advertising or subscriptions?

Podcast 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%)

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 #1: The Athletic’s next arena is in podcasting

More #2: Spotify’s grand plan for podcasts is taking shape

More #3: Is Podcast Advertising The Right Fit For Your Media Plan?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.