Podcast advertising in the United States generated more than 1.8 billion U.S. dollars in revenue as of 2022. The industry 25 percent increase compared to 2021. With no growth ceiling in sight, podcast ad revenue in the U.S. might reach four billion dollars in 2025.
Brand awareness ads grow presence in podcasts
Direct response ads, in which consumers are encouraged to visit a website or use a code from a sponsor, generated most of the podcast ad revenue in the U.S. in 2021. They remained the leading campaign type in podcasting. However, brand awareness ads appeared as a growing go-to option, with a 46 percent share in the 2021 revenue, against 26 percent in 2016.
Podcast: popularity on the rise
Eight out of 10 Americans aged 12 years or above are aware of podcasting in 2022. Over 60 percent of U.S. consumers in this same age group listened to audio podcasts in the country, more than double from a decade ago. The series of audio files made available on the internet deal with various topics and are typically released episodically. In September 2021, iHeartRadio ranked as the most popular podcast publisher in the United States, with a unique audience of 30 million listeners that month.
Podcast advertising revenue in the United States from 2015 to 2025
(in million U.S. dollars)
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Revenue in million U.S. dollars
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IAB (U.S.). (May 11, 2023). Podcast advertising revenue in the United States from 2015 to 2025 (in million U.S. dollars) [Graph]. In Statista. Retrieved June 18, 2024, from https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/
IAB (U.S.). "Podcast advertising revenue in the United States from 2015 to 2025 (in million U.S. dollars)." Chart. May 11, 2023. Statista. Accessed June 18, 2024. https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/
IAB (U.S.). (2023). Podcast advertising revenue in the United States from 2015 to 2025 (in million U.S. dollars). Statista. Statista Inc.. Accessed: June 18, 2024. https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/
IAB (U.S.). "Podcast Advertising Revenue in The United States from 2015 to 2025 (in Million U.S. Dollars)." Statista, Statista Inc., 11 May 2023, https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/
IAB (U.S.), Podcast advertising revenue in the United States from 2015 to 2025 (in million U.S. dollars) Statista, https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/ (last visited June 18, 2024)
Podcast advertising revenue in the United States from 2015 to 2025 (in million U.S. dollars) [Graph], IAB (U.S.), May 11, 2023. [Online]. Available: https://www.statista.com/statistics/760791/us-podcast-advertising-revenue/