Study: Podcasters do not reject advertising

In a study, the German market and media research institute House of Research determined, among other things, that users accept ad-financed podcasts. However, there are also differences here, as the results of the study show: Because while two thirds of those surveyed reject the classic radio ad for podcasts, 85 percent of users would accept sponsorship. In addition, more than half of podcasters would approve of competitions as a source of revenue, meaning that the advertising industry should take note of the 10,000 different podcasters on iTunes alone. As part of the multi-stage study, the House of Research surveyed 250 podcast users, 21 radio stations that offer podcasts and 60 that do not, as well as four podcast experts.