Sport and news podcasts attract the most advertising spend

An overview of podcast advertising revenue by content genre.

Podcasts in the sport and news categories attract the most programmatic advertising investment, according to data from audio publishing platform Omny Studio.

Sport podcasts lead the pack, taking a 17% share of advertising revenue, with news & politics following behind with 13%. Comedy also stands out, with comedy (music & audio) taking a 10% share and comedy events at 9%.

Omny finds that news and comedy podcasts are the most popular genres with listeners, accounting for 22% and 21% of downloads respectively.

The United States alone accounts for almost 60% of all downloads and is still growing quickly....

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