Podcasts Will Account for 4.5% of Audio Ad Spend by 2022 Says Warc

WARC is forecasting that podcast will account for 4.5% of audio ad spend by 2022 – that’s up from 1.9% recorded ad spend for 2018. The overall amount spent is expected to reach $1.6 billion by 2022.

“Podcast advertising holds great potential as it enables brands to reach a highly-engaged, young and affluent audience via a medium they have an affinity with,” said James McDonald, WARC’s managing editor.

WARC’s findings:

  • 4.5% podcasts’ share of all audio adspend in 2022, up from 1.9% in 2018
  • 22% weekly podcast penetration in the US, equating to 62 million Americans
  • 33.5% monthly podcast penetration worldwide
  • 41.7% share of podcast ads which are added dynamically, at the point of download
  • 53% share of listeners who use YouTube for podcasts, compared to 28.8% for Apple and 28.3% for Spotify
  • 78% proportion of listeners who do not mind ads as a means of supporting podcast content

James McDonald, Data Editor at WARC, recorded a video for the April Global Ad Trends report summarizing the latest research from WARC’s Data Platform, with analysis of podcasts, including adspend and growth.



Read More

Creative Work

latest news

subscribe & get more brand in your diet


get more brand in your diet

We never share your info,
we only share ours