Will Ads Ruin Podcasts?
Will Ads Ruin Podcasts? We may have reached a saturation point in terms of the number of podcasts, but not in terms of revenue. Ad revenues in the US are set to double to $4bn by 2024, driven by better ad tech and targeting capabilities. In the UK, big news podcasts will likely benefit, but there is a risk that increasing ad density could harm the overall listener experience. Premium ad-free options are expected to become a standard part of podcast offerings in the near future.
This trend originates from the report:
Reuters - Journalism, Media, and Technology Trends & Predictions 2023.
Most ads in the US are now dynamically inserted and can be targeted at different ages, genders, and locations as well as content types. In the UK some of the biggest news podcasts, such as The News Agents with Emily Maitlis and Jon Sopel, and The Rest is Politics with Rory Stewart and Alastair Campbell, should also be able to capitalize on these trends but there is a danger that growing ad density and a less personal approach could damage the podcast experience. Expect to see premium ‘ad-free’ options becoming a standard part of podcast offers this year.