The US podcast advertising market has exploded in recent years, fueled by a fast-growing, premium audience that attracts some of the top advertising rates in the industry. Many marketers are showing interest in the medium, but it has yet to break through among most Fortune 500 advertisers. As such, it remains a small speck on the overall US advertising landscape.
WHAT’S IN THIS REPORT? This report provides an overview of the state of the US podcast market today, including our first-ever forecast for podcast listeners in the US. This report also examines which advertisers are experiencing the most success with podcasts, and why, as well as what it will take for the market to realize its considerable potential.
KEY STAT: According to our estimates, 73 million US consumers, or 22.2% of the population, will listen to a podcast at least once per month in 2018. That figure will rise to 23.7% in 2020.
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