Wednesday, February 28, 2024

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    After a tough year, podcast execs say 2024 will bring in new advertisers amid stiff competition for listeners

    Podcast execs weren’t shy about how difficult of a year it was for their businesses, facing advertising slowdowns and the challenges associated with a maturing medium.

    Despite the ghost of 2023 following them into the new year, heads of podcasts at five companies were optimistic about 2024 when speaking with Digiday, sharing positive signals of continued audience growth, new advertising dollars coming into the medium and opportunities to expand shows into franchises.

    But they still face stiff competition as podcast networks fight to gain listeners and push into video to grow the reach of their content.

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