Podcast advertising leads to pretty good returns for brands.
“After conducting a study with 250 advertisers and marketers, it says two-thirds (67%) of podcast ad buyers say that every $1 spent on podcasts returns between $4 and $6 for their brands.“
Yet SPOT is struggling to capture this – why?
This blog post covers a lot of reasons. For example:
“[What’s] most misunderstood about Spotify is Spotify doesn’t get to monetize all the podcast content that they have. So in the most recent quarterly earnings report, they say that they had 5 million podcasts on their platform, but 99.9% of those podcasts, Spotify does not get to monetize.“
