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%.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands