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Report: podcast advertising could double to $1.6bn by 2022


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The latest big figures to be published about the podcasting industry come from research firm Warc, which has issued its Global Ad Trends: Podcasts report. “By 2022 podcasts could account for 4.5% of global audio advertising spend, a total of $1.6bn – almost double the $885m in expected investment this year,” claimed the company, while noting that the majority of this comes from the US, and that it’s still largely coming from brands’ experimental budgets. “Advancements in audience measurement and programmatic buying are required for this nascent format to unlock future growth.”

That may be music to Spotify and Pandora’s ears, with both working on these challenges. The report mentions Spotify too, claiming that it’s the third biggest platform for podcasts, reaching 28.3% of listeners. Wait, third? Spotify reckons it’s the second, behind only Apple (which reaches 28.3% of listeners according to the figures cited in Warc’s report). But curiously, the report says that YouTube is the top podcasting platform with a 53% reach. We’ve tended to separate vlogs and podcasts in our mental map of the digital-content world, but seemingly not every researcher – Warc got these figures from GlobalWebIndex – agrees.

Stuart Dredge

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