In 2018, roughly 480 million U.S. dollars were generated through podcast advertising in the United States. U.S. podcast advertising revenue is expected to grow to over a billion U.S. dollars by the end of 2021.

Podcast ad revenue

Just over fifty percent of the total podcast ad revenue in the United States in 2018 was generated by direct response ads. Brand awareness ads accounted for almost forty percent of the revenue that year, an increase of about nine percent compared to 2017.

Podcast: a growing medium

A podcast is a series of audio files made available on the internet, which can be downloaded and listened to. Podcasts can deal with a variety of topics and are typically released episodically. During a survey held in 2019, it was found that about half of U.S. consumers had listened to audio podcasts before. Compared to a decade ago, this percentage has more than doubled. In October 2019, the most popular podcast in the United States was the National Public Radio (NPR) podcast, which had a unique monthly audience of nearly 26 million listeners that month.