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Comedy Podcasts, Led by ‘The Joe Rogan Experience,’ Gained Ad Market Share in 2023 as Overall U.S. Spending Cooled
U.S. podcast ad revenue, after years of double-digit growth, rose at a far slower pace in 2023, up 5% to $1.9 billion, per an IAB/PwC report.
Podcast ad revenue in the U.S. — after seven years of double-digit growth — hit a slowdown in 2023, with overall spending increasing 5% to $1.93 billion, according to a new report. Further developments in programmatic ad buying, along with new revenue streams from video and live events, are expected to help drive growth. 1 podcast on Spotify the last three years — gained market share, overtaking sports as the biggest content genre by spending.
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