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State of the Screens

Marketers Turn Up Podcast Advertising

By June 13, 2019No Comments

Podcast advertising revenue by year (YoY growth) according to PwC:
1)
2015 — $106M
2)
2016 — $169M (↑ 60%)
3) 2017 — $314M (↑ 86%)
4) 2018 — $479M (↑ 53%)
5) 2019P — $679M (↑ 42%)
6) 2020P — $863M (↑ 27%)
7) 2021P — $1.0B (↑ 21%)

Share of advertising revenue by delivery mechanism:
1)
Edited-in — 51%
2)
Dynamically inserted — 49%

Share of advertising revenue by objective:
1)
Direct response — 52%
2)
Brand awareness — 38%
3)
Branded content — 10%

Share of advertising revenue by spot length:
1)
60s — 30%
2)
90s — 27%
3)
15s — 23%
4)
30s — 19%
5)
>90s — 1%

Top 5 podcast advertising categories:
1)
Direct-to-Consumer Retailers –22%
2)
Financial Services — 21%
3)
Business-to-Business — 14%
4)
Arts and Entertainment — 10%
5)
Telecommunications — 7%

Podcast listeners by year (YoY growth) according to eMarketer:
1)
2017–67.3M
2) 2018–72.7M (↑ 8%)
3) 2019–76.4M (↑ 5%)
4) 2020–78.9M (↑ 3%)

More #1: Investing in the Podcast Ecosystem in 2019

More #2: Spotify lands exclusive podcast deal with Barack and Michelle Obama

More #3: Podcast Wars: $100 Million Startup Luminary Launches Tuesday Without Reply All Or The Daily

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.

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