Source: Insider Intelligence | eMarketer, February 2024 - October 2023
Note: audio advertising within a podcast; includes all types of advertising on podcasts; time spent is among ages 18+ and includes all time spent listening to podcasts via digital stream or direct download on any device; podcasts are audio-first serialized episodes; includes listening to podcasts via video platforms such as YouTube
Additional Note: eMarketer benchmarks its US podcast ad spending projections against IAB US data, for which the last full year measured was 2019. Time spent with each medium includes multitasking; for example, 1 hour of multitasking on a smartphone while watching TV is counted as 1 hour for smartphone and 1 hour for TV. Figures are rounded to the nearest minute. Estimates of average time spent with media are based on the total US adult population according to the US Census Bureau 2010 release, not the number of users of each medium.
Methodology: Estimates are based on the analysis of estimates from other research firms, consumer media consumption, device adoption trends, company reports, primary research and interviews.