IAB U.S. Podcast Advertising Revenue Study: FY 2019 & 2020 COVID-19 Impact

IAB Podcast Revenue Research was Published a few days ago. The full report can be accessed Here.  We organized some of the highlights from that report for you.

2019 Full Year Highlights

• Total market year-over-year revenue estimate increased 48% to $708.1 million in 2019, from FY 2018’s total market estimate of $479.1 million

• News is the leading podcast content genre for US podcast advertisers, capturing 22% of revenues

• Health & Wellness and Home & Appliance are the largest DTC sub-categories

• Host-read ads contributed 66% of podcast advertising revenues in 2019

2020 US podcast advertising

Revenue expected to increase by 14.7% despite COVID-19; $708m (48% y/y growth) in ad revenue reported the last year 2020 Expected Growth

• With an expected growth rate of 14.7%, US podcast advertising revenues are nearing the $1b mark1

• Q3 and Q4 2020 podcast revenues expected to rebound

• Podcast advertising considered more resistant than other media against COVID-19 for multiple reasons; the channel’s agile and flexible format enables a quick-shifting of ad messaging; the News genre, which was already favored by podcast advertisers, is seeing greater adoption by consumers in 2020; the already strong podcast ad industry categories, DTC and Financial, are maintaining overall market strength despite COVID-19

The full IAB Article source can be found here.