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

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

Ross Benes

Contributors

Chuck Rawlings
Senior Researcher
Peter Vahle
Forecasting Analyst