According to a recent Edison Share of Ear report, 18 percent, or nearly one in five Americans aged 13 and older, say they consume a podcast daily. That is a 20% increase compared to a year ago and more than three times the daily reach for podcasts compared to 2014 when Edison first started these reports. And currently, according to Listen Notes, there are 2.9 million podcasts in existence.
With the growing number of podcasts and increasing audience interest, some new trends are beginning to develop. One of the most notable focuses on the monetization of the podcast. Advertising has traditionally been the source most media use to monetize their product, but the debate between dynamically inserted ads and “baked-in” ads is anything but settled. Survey after survey shows that “host reads” tend to be the most effective for response, but the ease of using dynamically inserted ads—plus the potential for more income—has caused that discussion to continue.
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