The global podcast advertising market could reach $ 1.6bn by 2022 , according to market research firm Warc . This would represent 4.5 % of worldwide audio advertising investment , compared to the $ 885 m forecast to be raised this year . With 63.1 % of podcast listeners aged under 34 , and 60 % degree - educated , according to GlobalWebIndex , podcasts are increasingly seen as an excellent medium for advertisers to reach a young , affluent , engaged audience . “Smarter, real-time audience measurement and programmatic buys – a cornerstone of Spotify's strategy – will also help to propel investment growth.” Figures also show that 60 % of listeners understand the need for sponsorship to support the content they enjoy , and research from 2017 found 62 % of listeners correctly understand the adverts they hear .
The global podcast advertising market could reach $ 1.6bn by 2022 , according to market research firm Warc . This would represent 4.5 % of worldwide audio advertising investment , compared to the $ 885 m forecast to be raised this year . With 63.1 % of podcast listeners aged under 34 , and 60 % degree - educated , according to GlobalWebIndex , podcasts are increasingly seen as an excellent medium for advertisers to reach a young , affluent , engaged audience . Figures also show that 60 % of listeners understand the need for sponsorship to support the content they enjoy , and research from 2017 found 62 % of listeners correctly understand the adverts they hear .