Concerns are mounting in the podcasting community about advertiser nonpayment after a recent report surfaced of an advertiser paying only 5% of the agreed fee and then requesting additional services. While this specific case lacks broad public documentation, it reflects long-standing risks faced by content creators in the sponsorship and advertising space.
Podcast ad revenue in the U.S. reached $1.9 billion in 2023, a 5% increase over 2022, according to the IAB/PwC U.S. Podcast Advertising Revenue Study. That modest growth reflects downturn pressures in ad markets, especially for mid-tier creators. Meanwhile, 2024 saw a rebound: podcast ad revenue surged 26.4%, hitting $2.4 billion overall.
The imbalance between revenue growth and equitable payment practices has put podcasters on edge. Trusted platforms and ad networks like AdvertiseCast already publish CPM (cost-per-thousand) benchmarks based on network data.
For example, AdvertiseCast’s network data showed an average CPM for 60-second ads at $22.58 in 2023. But having public benchmarks doesn’t protect all creators when dealing directly with advertisers who delay or withhold payment.
Content creators’ most frequent recourse is to insist on contracts, deposits and escrow provisions. Industry commentary has long warned of “chargebacks” or disputes where an advertiser retroactively claims misinterpretation or overcharging, pulling funds from the podcaster’s account.
In some known industry cases, ambiguous deal language becomes a costly liability for creators.
As podcasting continues to grow, especially with renewed ad market momentum in 2024 and beyond, the disparity between headline revenue and creator protections is now more visible than ever. For independent podcasters, many of whom lack legal or administrative support, the stakes are real.
