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

David Silverman and Brian Gaffney

Discusses the IAB Podcast Advertising Revenue Study, which is part of an ongoing IAB mission to provide an accurate barometer of podcast advertising growth.
  • The study compiles a database of the 20 largest podcast advertising revenue generators.
  • It found that podcast advertising revenue grew at a double-digit rate from 2015 to 2016, and the growth is forecast to build in 2017.
  • Podcast advertising revenue has increased steadily, growing 228%, on a quarterly basis, between Q1 2015 and Q4 2016.
  • Dynamically inserted ads increased their proportion of ad spend by 51% from 2015 to 2016....

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