Podcast listeners really are the holy grail advertisers hoped they’d be

On average, according to Midroll’s data, podcast listeners are making it through about 90 percent of a given episode, and relatively few are skipping through ads.

This is interesting, and in the detail is some cheering news for podcast listeners.

But I wonder how long it will last? I’ve been listening to podcasts for well over ten years, but I am becoming increasingly tired of the ads that are taking up more and more time during my day.

As ever, it’s a balancing act. News publishers messed this up big time by bombarding their website users with horrific ad experiences. Podcasters have to be careful not to go the same way.

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