The article“Mind the Gap: Why all the podcast money is US,” published on LinkedIn a few days ago by Will Page, is particularly insightful on the topic of podcast advertising.

By focusing specifically on the various advertising markets, he highlights a significant gap between the United States and other English-speaking countries.

When comparing advertising revenue to weekly listener reach, we find that the UK market is only tapping into 22% of its potential compared to the United States.

This trend is similar in Canada (32%) and Australia (37%).

Why such a disparity?

According to Page, the disparity in podcast monetization can be partly explained by the significant advantage the United States holds as a pioneer in this field, where the advertising market is more mature than in other countries.

The presence of public service broadcasters in Commonwealth countries, such as the BBC or the CBC, which often dominate the audio space and implement advertising strategies specific to their ecosystem, appears to influence the development of the advertising market.

As for the advertising strategy itself, there is a difference in approach: in the United States, advertising is generally seen as a means of supporting free content, whereas in other countries, it may be perceived as a tool to encourage premium subscriptions, thereby reducing its appeal as an independent revenue source.

Nevertheless, these markets are booming, regardless of their differences from one another.

If you’d like to learn more about podcast advertising or get some statistics, check out ourAdvertisers page, and feel free to contact us to take your marketing to the next level. 

Stéphane from Podpass