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%.