Industry News

IAB: 2022 Podcast Revenue Rises 26%

At this year’s IAB Podcast Upfront, the IAB released the results of its U.S. Podcast Advertising 2022 Revenue & 2023-2025 Growth Projections study and concludes that “podcasting continues to be one of the fastest growing digital channels, growing two times faster than digital advertising overall.” The report, byim PricewaterhouseCoopers LLP, “quantifies annual podcast advertising revenues generated over the past year, analyzes revenue share by ad category and content genre, and forecasts future revenues through 2025.” The study says the top revenue-generating content genres are Sports (15%), Society & Culture (14%), and Comedy (14%) and have taken the lead from News and Political Opinion content (down from 19% to 12%). IAB VP, media center Eric John says, “In-person sports, lifestyle events, and in-store shopping have come back in a big way, taking the lead from news which held the top revenue genre spot since 2018. Podcasting revenue naturally reflects that shift in consumer behavior and it will be interesting to watch how the balance changes going forward.” He adds, “Both mass and niche advertisers like the audiences, targeting, and ROI along with the brand-safe and suitable environments that podcasting offers.” See the complete report here.

Industry News

Edison Presents 25th Edition of The Infinite Dial Study

Edison Research presented the result of its The Infinite Dial 2023 study during a webinar on Thursday (3/2). It represented the 25th anniversary of the study that Edison says is “the longest-running survey of digital media consumer behavior in America.” When the study debuted in 1998, 31% of Americans had internet access compared with 95% in 2023. In 1998, half of households had a computer, compared with 91% of Americans inProduct - Font 2023 who carry a computer – a smartphone – with them all the time. Other findings from this year’s edition of the study include: 1) 75% of Americans 12+ have listened to online audio in the last month; 2) Among U.S. adults age 18+ who have ridden in a car in the last month, 37% are listening to online audio in the car, up from 32% last year; 3) 42% of Americans 12+ have listened to a podcast in the last month, a new all-time high and up from 38% in 2022; and 4) 38% of U.S. adults age 18+ who have ridden in a car in the last month say they listen to podcasts in the car, up from 32% in 2022. Edison Research VP Megan Lazovick says, “After two previous annual studies that showed clear effects from the COVID-19 disruptions, the trends in audio and social media habits seem to be back on pattern. The growth of online audio and podcasting to record high levels is exciting to reveal.” See more about the study here.

Industry News

Edison Research Announces Forthcoming Reports

Edison Research says it will present the results of its “The Black Podcast Listener Report 2.0” – done in partnership with SXM Media and Mindshare during a webinar on Wednesday, February 22 at 2:00 pm ET. Edison says, “Forty-three percent of Black Americans age 18+ are monthly podcast listeners. Findings from theLogo - Text study illuminate how Black Americans consume podcasts, discover podcasts, why they listen, and more. The study is a follow-up to the original Black Podcast Listener Report. Then, on March 2, Edison Research with Amazon Music, Wondery, and ART19 will present “The Infinite Dial 2023.” The research firm says, “‘The Infinite Dial’ is America’s longest-running survey of digital media consumer behavior, tracked annually since 1998. The study provides important benchmark measures around usage and behavior around streaming audio, podcasting, radio, smart audio, social media, and more.”