Podcasts Generating Higher Share of Digital Audio Ad Spend: EMarketer

Podcasts will account for over a quarter of ad spending on digital audio services this year and more than a third of spending by the end of 2026, said eMarketer Tuesday. Spending will rise from $1.3 billion this year to over $2.6 billion by 2024 and $3 billion in 2026, it said. Most digital audio monetization will continue to come from recorded music for the foreseeable future, but podcasts are becoming an increasingly important part of multimedia ad campaigns, said the analytics firm. Over half of advertisers in a poll of 255 said they plan to bump their podcast ad spend this year, it said.