Podcasts have driven digital advertising growth for The New York Times, according to company reports. Digital other ad revenue, which includes podcasts, grew by two-thirds year-on-year in Q1 2019, far higher than total online growth of 18.9%. The company highlights podcasts, and particularly 'The Daily', as driving overall digital ad growth.
The other segment equalled $13.4m in Q1 2019, a share of nearly one-quarter of all digital advertising revenue. This comes as online advertising is becoming increasingly important for the global newsbrand. Digital segments accounted for 44.4% of all ad revenue last quarter, up from 29.9% in Q1 2016.
Globally, podcast advertising is forecast to double in value by 2022, reaching $1.6bn. While consumption grows and Spotify doubles-down on content, measurement concerns continue to pose an issue for advertisers.