Podcast advertising growth accelerated last year, returning to double-digit growth and flying past the $2 billion threshold. The IAB reports podcast ad revenue surged 26.4% in 2024, which it notes was a significant acceleration from the 5.5% growth rate recorded in 2023. That took total industry ad revenue to more than $2.4 billion, or up $500 million year-to-year.
“This rebound is driven by continued expansion of podcast networks, deeper brand integrations, and advancements in audience targeting,” the IAB explains. “Growth is also driven by podcast serving as an important platform for political advertisers to engage with voters ahead of the election,” the trade group says in the just-released IAB Internet Advertising Revenue Report.
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