Global Ad Trends: Podcasts

This report summarises the latest research from WARC's Data platform, with a focus on podcast advertising. Key findings include:
  • Podcast adspend is set to almost to double to $1.6bn by 2022.
  • One in five Americans listens to a podcast each week, and adspend is outpacing the wider audio market.
  • One in three people worldwide listens to a podcast each month, though reasons vary by market.
  • Most ads are host-read, integrated into the script and aim to drive a direct response.
  • Podcast sponsorship offers consumers a clear value exchange.
  • Over half of podcast listeners get the content from YouTube.
  • Spotify is doubling down on content in quest to become world’s largest audio platform.
Other key...

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