Podcasting's Growing...
Elf
In the last year, podcasting has seen a tremendous surge in growth with new players entering the market such as Wondery that is closing the year with over 10 million downloads for 2016.
What that means in terms of advertisers or actual revenue is not as clear since Wondery, like many other podcast networks, is privately owned. Wondery did however receive a substantial investment from Fox Networks. Midroll Media, owned by Scripps, also includes two networks, Earwolf and Stitcher, which it acquired earlier this year in June.
Midroll Media brought in over $20 million in sales last year, and is expected to bring over $30 million in 2016. Another well known player in the podcast market place is Gimlet Media who set the goal of $7 million for 2016, but now expects closer to $10 million.
Advertisers too are keen to join the bandwagon, increasing to 21% of advertiser and agency executives in a July Ad Age Perceptions survey, up from 15% last September. In addition, just under 60% said they have "discussed podcast advertising for potential media investment," up from 41% who said they'd done so last fall.
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