US podcast ad spending is expected to cross $1 billion in 2021

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 05, 2020, 3:07 AM UTC

Programmatic buying of podcast ads is expected to reach 6% in 2021, as per eMarketer’s recent report.

The report states that US podcast ad spending is predicted to cross $1 billion in 2021, meaning these spends are expected to increase by nearly 45% to $1.13 billion. Podcast ad spending would be a 21% share of the digital radio ad market by the end of 2020.

In that period, podcast ad spend will reach $782 million in the US, a 10.4% jump from 2019. In 2020, only 4% of podcast ads were purchased programmatically. This could increase to 6% in 2021 and 8% in 2022.

105.6 million people are expected to listen to podcasts this year, equal to half of the digital audio listeners. Shelleen Shum at Insider Intelligence, expects podcast ad spend growth to be “more resilient this year”.

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