Editor’s note: Hot Pod is a weekly newsletter on the podcasting industry written by Nick Quah; we happily share it with Nieman Lab readers each Tuesday.
Welcome to Hot Pod, a newsletter about podcasts. This is issue 164, published June 12, 2018.
Expanding pie. The Interactive Advertising Bureau has released its second annual podcast revenue study, which gives us a clear baseline on the size of the podcast ad business. Here’s the big takeaway for those on the run:
- The American podcast industry brought in an estimated $314 million in advertising revenue in 2017, up 86 percent from the $169 million reported the year before. It beat projections established in the previous revenue study, which predicted that the ad business would grow to around $220 million in 2017.
- That’s a pretty huge jump for podcast advertising relative to itself, but let’s not lose sight of the bigger picture: it’s still peanuts compared to other (far older and more consolidated) media industries….
