Podcasts still have a ways to go before catching up with traditional radio. As marketers try to reach the growing audience of digital audio listeners, podcasts stand out in a few key ways.
eMarketer estimates that 76.4 million people in the US will listen to podcasts this year, accounting for 37.3% of digital audio listeners.
By comparison, that’s less than one-third of traditional radio’s audience, which is expected to reach 234.7 million US listeners this year, maintaining its 91.5% share of the adult population.
eMarketer forecasts US ad spending on traditional radio will reach $13.90 billion this year, though growth is in decline.
While they do not currently forecast podcast ad spending, the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers (PwC) expect US podcast ad revenues will grow 110%, to $659 million, by 2020. Read the rest at eMarketer.