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Talk:Podcasting and Audiobooks Industry: Difference between revisions
Talk:Podcasting and Audiobooks Industry (view source)
Revision as of 13:24, 3 February 2023
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[[User:PirateCaptain]] While trying to find the podcast revenue breakdown, I realized that the $25.85 billion (market size) is inaccurate. Here is why I think so: | [[User:PirateCaptain]] While trying to find the podcast revenue breakdown, I realized that the $25.85 billion (market size) is inaccurate. Here is why I think so: | ||
1) In 2018, US podcasting ad revenue was $479.1, 64% of the total podcasting revenue($750 million)-According to Deloitte and IAB. In 2022, US podcasting ad revenue was $2 billion, which means that the total podcasting revenue in US was around $3.125 billion. | 1) In 2018, US podcasting ad revenue was $479.1, 64% of the total podcasting revenue($750 million)-According to Deloitte and IAB( https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions/2020/rise-of-audiobooks-podcast-industry.html/#endnote-18 / https://www.iab.com/wp-content/uploads/2019/06/Full-Year-2018-IAB-Podcast-Ad-Rev-Study_6.03.19_vFinal.pdf ). In 2022, US podcasting ad revenue was $2 billion, which means that the total podcasting revenue in US was around $3.125 billion. | ||
2)Creible data(WARC) indicates that in 2022, the global ad revenue was $2.6 billion. That means US podcasting ad revenue is around 77% of the global podcasting revenue. Using the 77%, we can estimate the global podcasting revenue to be around $4 billion in 2022.This is not far from Deloitte and PWC projections which had indicated $3.3 billion by 2025 | 2)Creible data(WARC) indicates that in 2022, the global ad revenue was $2.6 billion. That means US podcasting ad revenue is around 77% of the global podcasting revenue. Using the 77%, we can estimate the global podcasting revenue to be around $4 billion in 2022.This is not far from Deloitte and PWC projections which had indicated $3.3 billion by 2025 | ||
3)Given that podcasting ad contributes the largest revenue than other segments such as subscriptions, events, merchandise, content marketing, contracts for branded podcasts, and individual listener donation, it would be unrealistic for the total market size to be $25.85 billion and podcasting ad revenue to be $2.6 billion. | 3)Given that podcasting ad contributes the largest revenue than other segments such as subscriptions, events, merchandise, content marketing, contracts for branded podcasts, and individual listener donation( https://www2.deloitte.com/us/en/insights/industry/technology/technology-media-and-telecom-predictions/2020/rise-of-audiobooks-podcast-industry.html/#endnote-18), it would be unrealistic for the total market size to be $25.85 billion and podcasting ad revenue to be $2.6 billion. | ||
4)Even Spotify( one of the major podcasters) generated €200 million only in podcast revenue in 2021: https://www.hollywoodreporter.com/business/digital/spotify-podcast-revenue-2021-1235161312/ | |||