Podcast adspend to double in value by 2022

James McDonald

An overview of global podcast advertising expenditure and share of the audio ad market between 2013 and 2022.

The podcast ad market is expected to reach $1.6bn worldwide by 2022, almost double the value forecast this year, according to projections by PwC. When compared with WARC’s media data, this gives podcasts a 4.5% share of global audio ad market spend, up from 1.9% in 2018.

The strong growth in podcast revenue won’t necessarily eat radio’s lunch. Unlike broadcast radio, podcasts are an on-demand format, with a highly engaged, otherwise hard to reach listener base. Consequently, podcasts offer advertisers the opportunity to reach a distinct audience via a medium they have chosen to engage directly and often have an...

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