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Podcast advertising - statistics & facts

Podcasts are still the new, cool kid in the media family and even though podcast revenues are modest, especially compared to established media such as pay TV or out-of-home, the industry is thriving and has successfully crossed the magic line of a billion U.S. dollars in annual revenue. The highest earning podcast – The Joe Rogan Experience - generates 30 million dollars annually. In the United States, the country with the highest number of podcast listeners worldwide, an estimated 76 million people or 23 percent of the population listen to podcasts on a regular basis. While this figure is forecast to increase in the future, podcast interest and consumption are also ramping up in many other parts of the world.

Podcast advertising usage

Advertisers have not failed to notice the growing popularity of podcasts and are eagerly grabbing the opportunity to reach out to potential customers through yet another digital medium. Podcast ad spending in the United States grows at 19 percent annually, six percentage points faster than the average digital audio ad expenditure growth rate. In other markets, the format enjoys even more popularity: in Mexico, the growth rate stands at 27 percent and in Europe at well over 60 percent. In Europe, podcast advertising is especially popular among small and medium-sized enterprises, with e.g. 25 percent of German SMEs already using it and another 48 percent being open to the idea. Unsurprisingly, advertisers make safe bets, investing in podcasts covering popular interest topics such as news, comedy, or society and culture. According to a recent survey conducted among Australian media agencies, reach and completion are the two most popular metrics to assess podcast advertising effectiveness. Both measures are very broad, indicating that the assessment of ad performance in the podcast landscape is still at a nascent stage.

Podcast advertising consumption

When podcast listeners were asked how they felt about ads, a great majority expressed positive attitudes. Survey respondents described podcast ads as engaging, relevant, and memorable. Additionally, they showed an understanding of the ad-based media model, with nearly two third saying they would not mind a few extra ads per show. Moreover, 40 percent stated they went out of their way to support brands that advertised on their favorite podcasts. If purchases are a measure of ad effectiveness, podcasts do deliver: nearly 30 percent of podcast listeners said they purchased the product or service at a store or online. Nevertheless, the relationship has boundaries: there is a maximum number of ads people are willing to tolerate per podcast episode, e.g. three during a 30-minute show. They also have a clear preference towards host-read ads with little love left for pre-recorded, professional ads as known from the radio. On top of that, a European survey showed that ads in audio content can be off-putting, with over 70 percent of German and 60 percent of French respondents saying that advertising has stopped them from listening to audio content.

Key figures

The most important key figures provide you with a compact summary of the topic of "Podcast advertising" and take you straight to the corresponding statistics.

Podcast advertising usage

Podcast advertising consumption

Podcast ad revenues

Other interesting statistics

Podcast advertising - statistics & facts

Podcasts are still the new, cool kid in the media family and even though podcast revenues are modest, especially compared to established media such as pay TV or out-of-home, the industry is thriving and has successfully crossed the magic line of a billion U.S. dollars in annual revenue. The highest earning podcast – The Joe Rogan Experience - generates 30 million dollars annually. In the United States, the country with the highest number of podcast listeners worldwide, an estimated 76 million people or 23 percent of the population listen to podcasts on a regular basis. While this figure is forecast to increase in the future, podcast interest and consumption are also ramping up in many other parts of the world.

Podcast advertising usage

Advertisers have not failed to notice the growing popularity of podcasts and are eagerly grabbing the opportunity to reach out to potential customers through yet another digital medium. Podcast ad spending in the United States grows at 19 percent annually, six percentage points faster than the average digital audio ad expenditure growth rate. In other markets, the format enjoys even more popularity: in Mexico, the growth rate stands at 27 percent and in Europe at well over 60 percent. In Europe, podcast advertising is especially popular among small and medium-sized enterprises, with e.g. 25 percent of German SMEs already using it and another 48 percent being open to the idea. Unsurprisingly, advertisers make safe bets, investing in podcasts covering popular interest topics such as news, comedy, or society and culture. According to a recent survey conducted among Australian media agencies, reach and completion are the two most popular metrics to assess podcast advertising effectiveness. Both measures are very broad, indicating that the assessment of ad performance in the podcast landscape is still at a nascent stage.

Podcast advertising consumption

When podcast listeners were asked how they felt about ads, a great majority expressed positive attitudes. Survey respondents described podcast ads as engaging, relevant, and memorable. Additionally, they showed an understanding of the ad-based media model, with nearly two third saying they would not mind a few extra ads per show. Moreover, 40 percent stated they went out of their way to support brands that advertised on their favorite podcasts. If purchases are a measure of ad effectiveness, podcasts do deliver: nearly 30 percent of podcast listeners said they purchased the product or service at a store or online. Nevertheless, the relationship has boundaries: there is a maximum number of ads people are willing to tolerate per podcast episode, e.g. three during a 30-minute show. They also have a clear preference towards host-read ads with little love left for pre-recorded, professional ads as known from the radio. On top of that, a European survey showed that ads in audio content can be off-putting, with over 70 percent of German and 60 percent of French respondents saying that advertising has stopped them from listening to audio content.

Other interesting statistics

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