Report: Top Podcast Revenue Categories & Advertisers


Voxnest has released its new report about the top money-making podcast categories and the advertisers that spend the most in each category. As dynamic ads continue to become more and more popular, the company is beginning to see trends and along with where it believes dynamic ads are headed in the future. According to Chartable, there are over 700,000 podcasts out there, but a more staggering statistic, as reported by The Verge, podcasting is expected to hit $1 billion in revenue by 2021.

While host-read ads remain the most popular format, according to the IAB and PwC's 2018 report, dynamically inserted ads are on the rise, making up 48.8% of ads. More and more podcast content and tech companies are focusing on making this delivery mechanism more advanced and user-friendly. Instead of editing in ads from the get-go, utilizing dynamically inserted ads allows podcasters to switch out their commercials as time goes by, making listens valuable regardless of when they occur.

Through the daily use and analytics of Voxnest's podcast ad tech tools, the company found how the category of a podcast impacts their revenue. A few of the highlights from the report include:

  • Sports, culture and history are the top 3 money-making categories in the US.

  • Sports, culture and technology are the top 3 money-making categories in the EU.

  • Progressive, Uber, Volkswagen and Lidl are amongst the advertisers spending the most.

  • Voxnest's prediction is that podcast advertisers will start to look more like television advertising; Advertisers will become more selective about shows, and there will be a prime time forex.

The complete report is available here.


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