Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

The Second Annual Podcast Revenue Study by IAB and PwC: An Analysis of the Largest Players in the…

By July 11, 2018No Comments

The IAB and PwC have released an update to their ad revenue forecast for podcasting.

Revenue forecast for 2017 (% growth YoY):
1) Old forecast — $220M (↑ 85%)
2) New forecast — $257M (↑ 117%)

Flashback #1: The Veni, Vidi, Vici of Voice

Flashback #2: The Podcasting Ad Opportunity Is Increasing — And So Are Its Growing Pains

Key numbers from Nielsen study:
1) 57% of podcast ads outperform video ads with intent to purchase
2) 70% of survey respondents said that podcast ads increased brand awareness

More #1: Google should give away a free Home smart speaker to every US household, Morgan Stanley suggests

More #2: Podcasting keeps inching toward measurement standard, but is reluctant to deal with the short-term pain

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.