The Big Picture: Podcasts
5 min read
WARC Data, December 2022
Summary
Examines the adspend outlook for podcasts, taking into account the big picture view.
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- 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.
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