US Podcast Advertising 2022

More Listeners, More Marketing Attention: Inside a $2 Billion Medium

Executive Summary

The amount of money advertisers spend on podcasts keeps increasing. Not long ago, podcasts were relegated to experimental marketing budgets, but soon they’ll account for one-third of digital audio ad spending. Growing pains, including a fragmented market and measurement challenges, are abound, but they haven’t stopped ad dollars from flowing in.


  1. How much money will advertisers spend on podcasts?
  2. Which companies will receive the most podcast ad revenues?
  3. How much time do people spend listening to podcasts?

WHAT’S IN THIS REPORT? An examination of trends, data, and strategies related to how marketers are approaching podcasts. Also, our latest podcast listener and advertising forecasts, including our first-ever estimates for Spotify podcast ad revenues.

KEY STAT: US podcast ad spending will surpass $2 billion in 2023 and will account for nearly one-third of digital audio services ad spending.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. Key Points
  3. Podcasts Are Mainstream in US
  1. Changing Listening Habits and Emergent Tech Will Affect Podcast Advertising
  2. The Benefits of Host Reads and Using Multiple Platforms
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

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Ross Benes


Evelyn Mitchell
Analyst, Digital Advertising & Media
Peter Newman
Senior Forecasting Analyst
Chuck Rawlings
Senior Researcher
Paul Verna
Principal Analyst

"Behind the Numbers" Podcast