The Interactive Advertising Bureau's annual study reports revenue grew 53% to $479.1 Million in 2018.
Podcast advertising revenue grew to an estimated $479.1 million in 2018, up 53% over the previous year, according to a study published on Monday (June 3) by the Interactive Advertising Bureau (IAB).
The study, which reports podcast ad revenue generated in the U.S. only, is prepared annually by PricewaterhouseCoopers (PwC) using survey data reported directly to the firm by companies that sell ads on podcast platforms. It was initiated in 2017 by the IAB’s Audio Industry Working Group.
While PwC doesn’t receive data from every podcast publisher and ad network — this year’s survey received responses from 22 companies representing revenues of $344.7 million — it extrapolates on the data it does receive to come up with an estimate of the size of the total market.