1、Drivers,Strategies,and Tactics for GrowthU.S.Podcast Advertising Revenue Study 2023October 2023PwC|IAB U.S.Podcast Advertising Revenue Study 20232Table of ContentsForeword 3Sponsor“Thank You”4Executive Summary 5Market Size Recap 6Growth Signals 8Areas of Opportunity 19Industry Developments&Recommend

2、ations 24 Appendix 28 Definitions and Survey QuestionsStudy Scope and MethodologyAbout this StudyAbout IAB&PwCContacts:IAB and PwCPwC|IAB U.S.Podcast Advertising Revenue Study 2023PwC|IAB U.S.Podcast Advertising Revenue Study 20233ForewordPwC|IAB U.S.Podcast Advertising Revenue Study 2023In recent y

3、ears,podcast advertising has seen increasing interest from both existing and new advertisers across ad categories and investment levels.The channel is offering advertisers the ability to reach a user base that is continually growing,diversifying,and seeking an expanding library of distinct and engag

4、ing content being produced by podcast creators.As a result,podcasting has been and continues to be one of the fastest-growing digital media channels.The seventh annual IAB U.S.Podcast Advertising Revenue study released by IAB and PwC in May 2023 found that U.S.podcast ad revenues grew more than 115%

5、from 2020 to 2022,a rate more than double the growth of the total digital advertising market overall.*To understand the drivers,strategies,and tactics that are propelling podcast ad revenues,and uncover where the market is heading,IAB and PwC conducted a follow-up to our release earlier in the year

6、via an in-depth quantitative survey of the leading podcast publishers and a series of discussions with industry experts.The U.S.Podcast Advertising Revenue Study 2023:Drivers,Strategies,and Tactics for Growth report finds podcasting emulating other digital media channels by adopting practices that a