The Big Picture: Podcasts

Examines the adspend outlook for podcasts, taking into account the big picture view.
  • Podcast media continues to benefit from increased advertising investment, though this investment has started to slow, in line with the wider economic downturn.
  • WARC Media forecasts the US will see podcast ad spend grow at 15% in 2023, taking up a 9.6% share, with YouTube being the primary platform for consumption.
  • Ever-larger audiences are reached via podcasts, with an 8% increase in reach over the past three years, with Gen Z having particularly high consumption....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands