Remember what happened in cable television says Hernan Lopez founder and CEO of podcast producer Wonder recalling. The slow migration of first viewers and then marketers from broadcast television. Better content attracted more viewers which attracted more advertising revenue. Podcasting still has a long way to go if it is to have a similar impact on terrestrial radio. U.S. podcast advertising captured $314 million in revenue in 2017 a gain of 86 percent over $169 million in 2016 according to the most recent IAB/PwC Podcast Advertising Georgia Email List Revenue Study released in June by the Interactive Advertising Bureau (IAB). On a global basis podcasting advertising revenues will total $650 million in 2018 compared with $45.2 billion total revenues.
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Put another way, podcasting ad revenues are 1.4 percent of total radio revenues. And both industries projected to grow in the coming years. E&M Outlook projects global podcasting revenues will grow at a 29.7 percent compounded annual growth rate CAGR through 2022, while radio revenues are projected to grow at a modest 1.9 percent CAGR in the same period. By 2022, radio revenues of $48.6 billion will still dwarf the $1.6 billion in podcast revenues. Still, if there’s comparatively little evidence that podcasting is taking money away from radio, there is some evidence that consumers are switching to
gulf email list podcasts from other audio formats. The E&M Outlook mentions a 2017 study by podcast distributor Audiobook, which found that 68 percent of podcast listeners had reduced the time they spent listening to broadcast radio in favor of podcasts.
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Although they’re not abandoning radio by any means marketers are dialing in to podcast. The appealing demographics associated with its audience. According to the 2018 Infinite Dial survey from Edison Research and Triton Digital nearly 180 million Americans or 64 percent. The potential listening population are familiar. With the term podcasting 44 percent have listened to at least one and 17 percent listen weekly. Consumers aged 18–34 are most likely to be monthly podcast listeners and among. Those 16 percent have an annual household income of $150,000 or more and 27 percent have a four-year college degree. While not abandoning radio by any means marketers are dialing in to podcasting. Because of the appealing demographics associated with its audience. The nature of podcasting engaging hosts who build a trustful rapport. With loyal listeners has influenced the types of ads they attract.
