Podcasts are Booming, but Data is Woeful
"Revenue is expected to reach $659 million in 2020, up from $314 million in 2017, according to the Interactive Advertising Bureau (IAB) and PricewaterhouseCoopers US." (source)
There’s no Nielsen-like agency providing advertisers with information. "Right now, advertisers rely almost entirely on download figures to determine the value of advertising on a podcast." (source)
"more than half of all podcast listens come from Apple Podcasts. Spotify represents nearly one-fifth of all listens, and smaller platforms make up the remainder." (source)
Informative article from The Verge on how those involved in podcasts (advertisers, creators, listeners) are all pulling in different directions to deliver the best, most relevant information to listeners.