Libsyn says the point of releasing these figures is to empower both advertisers and podcasters to “readily monitor market pricing and provide greater insight into podcasting advertising as a monetization vehicle.”
Data
- Brands are paying influencers nearly 100% more than pre-pandemic rates
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Podcasts are commanding a $23 CPM
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U.S. podcasts will rake in $2 billion this year, and $4 billion by 2024
Also, podcast ads’ average lengths are beginning to stabilize in the 15-to-30-second range. We’ve gone from 38% of ads being 15 to 30 seconds in 2019, to 41% in 2020, to 55% in 2021.
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The “creator economy” is booming. So why do 35% of creators think they’ll quit making content?
Eichholz says he wants follow-up research to focus more on creators’ hunger for creative freedom—something that proved to be incredibly, unexpectedly important among the people surveyed for this study.
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