eMarketer forecasts that by 2022, 83.8 million people in the US will listen to at least one podcast per month, up from 73.0 million people in 2018.
The podcast audience is growing, and people are becoming heavier listeners over time.
More than one-sixth (17%) of the US population listens to podcasts on a weekly basis, and it seems that weekly podcast listeners are tuning in more often than they used to.
Podcast audiences continue to grow, but which genres are proving most resonant with listeners?
Compared with other ad formats sold through automation, programmatic audio has been slow to catch on. A host of factors have held back programmatic audio, some associated with audience and spending patterns, but many tied to technical issues.
The total US podcast advertising market grew by 86% in 2017 to reach $313.9 million. Companies directly reporting podcast advertising revenues – which collectively represent less than 100% of the podcast ad market – said their ad revenues more than doubled year-over-year.
Podcast awareness and popularity are both on the rise, with a recent study suggesting that 64% of respondents ages 12 and older are familiar with the term ‘podcasting,’ up from 49% three years ago.
This infograpic by eMarketer breaks down the degree to which marketers are spending on podcast advertising.
This infograpic by eMarketer breaks down where people listen to podcasts.