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Nearly half of US kids listen to podcasts every week

LISTEN · · Updated · 2.5 minutes to read
  • Almost half of children (48%) in the US are listening to podcasts weekly, according to a new study from talent agency UTA (asking 5,000 US parents). Two-thirds listen monthly. The company says that “podcasts are a huge part of family media”.

  • The IAB released its US Podcast Advertising Revenue Study 2023, looking at drivers, strategies, and tactics for growth. Amongst its findings:

    • The use of brand safety and suitability tools has almost doubled. 69% of publishers are using brand safety solutions, and 62% using brand suitability solutions.
    • More than 90% of ad revenue is coming from Dynamic Ad Insertion. That share has almost doubled in three years.
    • Programmatic advertising has grown five times in the last two years alone, but its share is just 11%. (In other channels it’s 87%).
  • On Air Fest has published the full lineup for On Air Open House, an all-day immersive sound event at dublab on Saturday Nov 4. It’s free to attend via RSVP; you can expect the sounds of life in prison with Ear Hustle, local tales with LAist’s Imperfect Paradise and How to LA, and more audio in Dolby Atmos.


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