NEWS: Spotify's podcast ad revenue is off the charts

Posted July 28, 2021 in
Breaking News in Digital Sales & Marketing Breaking News in Digital Sales & Marketing

John Becker

Revenue and Features Editor at IMPACT

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Interesting report out recently about Spotify's podcast revenue. Spotify has been gaining more and more market share in the podcast realm for years now — and it seems to be paying off: ad revenue jumped by 627% in Q2.

As listeners, subscribers, podcasters, and marketers, what's your take?
Are ads ruining podcasts?
Is marketing on podcasts something you're exploring?

Connor DeLaney , I know you're a podcast lover. How about you, Liz Moorehead and Stephanie Baiocchi ?
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Lex Russell
I'm always curious about how effective podcast advertising is because I always skip the ads/commercials on podcasts.

We briefly explored the option of advertising on local podcasts but ended up going a different route. I'm interested to see everyone's thoughts!
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Connor DeLaney
I will say that the main place I hear about products or tools that I am interested in is through podcasts actually  Lex Russell ! There's a level of trust and loyalty from podcast listeners that is super unique to TV or even paid ads because it's a much more personal medium. I've made several unnecessary but amazing purchases (cereal lol) I think it works in the right market!
Lex Russell
Interesting! I guess I forgot to mention...I very rarely listen to podcasts so I guess I haven't developed that sort of trust with any of them. But, similarly, I do have one Instagram influencer that I actually trust and buy things from so probably similar.

On that note, I'm also curious about YouTube ads. I keep hearing/reading about how they are going to be the best place to advertise...but everyone I know uses an ad blocker on YouTube because they have become outrageous! But, even when creators I regularly watch have a sponsored part in their video I always skip past it...mostly because it's the same 3 products usually for everyone on YouTube.

Instagram ads are always the ones that get me. I left my tracking on because I'd rather get relevant ads than random ones and they always know what I'm looking for haha.
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Connor DeLaney
That's fair, I think when I see content that is sponsored by someone (Ex: a sponsored wiffleball game where their jersey's were made by the sponsor) I will be interested, but regularly ad reads on YouTube content is a fast forward for me all the time UNLESS they tell a story about how they are using the product. That's kept me hooked cause they don't just pick up the paper. 

What I've been seeing lately is that sponsors are giving more flexibility with ad reads to make them more personalized and that's driving a lot more engagement, and they are encouraging the sponsored party to actually use the product/service and share what they've thought (if it's good). Big shift in the approach
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Lex Russell
Yes! If someone is reviewing a product they were sent for free or explaining it in relation to the actual topic of the video - I don't mind it and sometimes enjoy it. It's the scripted ones that annoy me!
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Stephanie Baiocchi
Haha I actually don't really ever listen to podcasts...I'm not a podcast person at all. However, I know I'm probably the exception there!
John Becker
I thought I had you pegged!

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