Podcasts have Spotify seeing dollar signs. The company’s US podcast ad revenues will hit $191.9 million in 2022 and cross the $400 billion mark in 2024, with growth well into the double-digit percentages. The format will also make up an increasing share of Spotify’s overall ad revenues: 16.7% of its $1.15 billion in US ad revenues this year, before growing to 19.4% in 2024.

Spotify overtook Apple Podcasts as the biggest US podcast platform in 2021, when the Swedish company drew 28.3 million monthly US podcast listeners, about 200,000 more than its rival did. Come 2025, Spotify’s lead will widen to 13.2 million, while Apple’s growth in the sector will all but stagnate.

It’s our second episode of Brand Anatomy, where we get exclusive looks inside leading brands! Today, eMarketer Briefing director Jeremy Goldman sits down with Panasonic's Brian Rowley, vice president of marketing, to discuss how the company—a longtime leader in consumer electronics—leveraged podcasting to reposition itself as a B2B and enterprise powerhouse.

How many US podcast listeners skip ads?

More than a third of adult consumers in Canada are podcast listeners, a growing and lucrative audience for brand engagement.

The coronavirus pandemic is changing how people interact, and mobile devices have served as a social and entertainment lifeline as Americans stay at home and practice social distancing measures. This report looks at how US adults are using those devices.

Every week on eMarketer’s “Behind the Numbers” podcast, we take a few minutes to discuss some of the most intriguing headlines of the past seven days. This week, we're chatting about the latest financial results at Twitter and Snapchat, Spotify's purchase of podcast properties, and a food (delivery) fight.

Fragmented and rudimentary measurements prevent more brands from buying in to podcasts. However, some of these issues may improve as ad standards emerge.

Podcast ads are a rising format for B2Bs, and some are finding success by using podcasts as a driver of direct buyers.

The podcast ad market is taking off as people increasingly tune in. But large brand advertisers still want better measurement and analytics before they really buy in.

More than one-fifth of the US population will listen to a podcast at least monthly in 2018. Even though the medium can be a powerful vehicle for advertisers to reach a so-called “unreachable” audience, most major brands have yet to take advantage of the opportunity.

National Public Media's Gina Garrubbo and Bryan Moffet discuss why advertiser interest in NPR's podcasts keeps growing, and how it works with advertisers to create organic ads.

Alex Shear, director of acquisition at Simplisafe, talks about why the brand invests in podcast advertising and how it creates ads that audiences actually want to hear.