07/27/2020

Daily Buzz: The Podcasting Model Holds Up

Podcast listening hasn't declined in the time of COVID-19

You may have heard that podcasting has faced some struggles in recent months as people are commuting less, and as a result, listening less to audio productions.

But even if the sector is seeing shifts in demand—and some metrics find that podcast listening is actually going up outside of the U.S.—evidence is emerging that podcasting, as a business, remains strong.

The Interactive Advertising Bureau just released a study on podcast advertising, which found that the field was expected to see a 14.7 percent jump in revenue in the United States, possibly hitting $1 billion this year. The bureau reported that podcasting was more resistant amid COVID-19 than other types of marketing—especially as new types of podcasts, such as news, find success amid COVID-19.

In a Forbes analysis of the data, Mike Vorhaus of the digital media consulting firm Vorhaus Advisors noted that the field may be in a stronger place than other industries.

“The recent study on podcast advertising revenue documents an example of where advertising has been more robust,” he wrote. “In general, digital advertising is being less negatively impacted than other forms of advertising during the pandemic.”

Please select this link to read the original article from Associations Now.