Which podcast trends are capturing advertisers’ attention in 2024

Jenny Haggard, global thought leadership lead, Spotify Advertising

The prevailing sentiment in marketing is the shorter the content, the better. In an attention economy, capturing people’s eyes and ears is challenging, so advertisers tend to believe that keeping content brief — no matter the message — promises more views, streams and engagement.

However, one proven exception to this rule is compelling advertisers to think again: podcasts. Research shows that people spend over seven hours per week consuming podcast content and that Gen Zers, specifically, achieve an average completion rate of 80% on podcast episodes lasting over 50 minutes. Ad spend is catching up with this cultural behavior: In 2024, podcasts will surpass $2 billion in ad revenue for the first time, and by 2028, that number will top $3 billion. 

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