Forecast Report

2021 Podcast Advertising Forecast, US (COVID-19 Update)

Podcast Advertising Growth Slowed During The Pandemic, But Robust Growth Will Return As The Economy Rebounds

June 4th, 2021
Brandon Verblow, null
Brandon Verblow
With contributors:
Keith Johnston , Collin Colburn , Sarah Dawson , Shynise McElveen

Summary

Spending on podcast advertising in the US will rise from $758 million in 2020 to $2.4 billion in 2025 at a compound annual growth rate (CAGR) of 26%. Given that US spending on radio advertising was roughly $15 billion in 2019, podcast advertising has ample headroom to rise as listener time migrates from radio to podcasts. Although podcast advertising lagged the broader upswing in digital advertising in 2020, growth will begin to recover in 2021 and accelerate into 2022. Podcast advertising growth will benefit from a rebound in mobility, a recovery in brand advertising, and investments by digital media platforms in better podcast monetization.

Want to read the full report?

Contact us to become a client

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.