Will a recession bring direct-to-consumer brands back to podcasts?

Simon Owens
Dec 9, 2022

Bloomberg predicts a pullback in brand advertising could do just that:

At some level, podcast shops might actually be in a stronger position than other media organizations to weather this storm. Though the networks have sought big brand dollars, they haven’t yet completely shaken free of the advertisers that helped build the space: direct response brands, such as mattress companies, meal kits and health supplements like Athletic Greens.

In recent years, as more and more popular programs locked themselves up in exclusive distribution deals and their new parent companies demanded higher prices from advertisers, many of these early adopter podcast sponsors were almost priced out of their most effective shows.