Analyst Take: The Outlook for US Podcast Ad Spending in 2021

About This Report
Podcasts were one of the few areas to have weathered the pandemic without sustaining ad spending losses.

When the coronavirus pandemic led to a significant economic slowdown, most advertising formats took a momentary hit as many companies cut their marketing budgets. Podcasts, however, have continued to receive more ad dollars throughout the pandemic. A growing number of listeners, combined with expanded advertising capabilities, will push US podcast ad spending past $1 billion for the first time this year, which means that podcasts are no longer experimental, but rather a key part of many marketers’ media plans.

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Ross Benes


Chuck Rawlings
Senior Researcher
Peter Vahle
Forecasting Analyst

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