The latest podcasting ad revenue figures, from the Interactive Advertising Bureau, were $314 million for 2017 - almost double the 2016 figures, but still far less than broadcast radio ( $15.9 billion, according to PwC) and ad-based streaming music (about $3.8 billion, based on PwC, RIAA, and Pandora revenue figures). The primary revenue source so far has been advertising - particularly native advertising, where the podcast announcers read the copy and often try to relate it to the show or to themselves. Revenue sources exist, but they are mostly hard to scale. Yet unlike traditional media businesses (though like digital-native businesses), there hasn't been much consensus on how all of those podcasts are going to make money. Podcasting has also become a true mainstream media channel in terms of listenership: the latest Edison Research Infinite Dial study puts monthly listenership at 73 million, almost comparable to that of streaming music or streaming video.
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