The Economic Viability of Podcasting in Italy: Insights from Salone Del Libro
At the recent Salone Del Libro, Acast, in collaboration with Chora Media, hosted a panel that explored the opportunities and challenges in the Italian podcasting world. Andrea De Cesco, Head of Chora Academy, led the discussion with Megan Davies, Managing Director International of Acast, and Johnny Faina, host of C’è vita nel Grande Nulla Agricolo?. Here's what was shared about making a sustainable living from podcasting and the creative and economic possibilities the industry in Italy holds.
Podcasting Advertising in Italy
Central to the discussion was whether podcasting can provide a sustainable income in Italy. Megan Davies provided a broad perspective, highlighting that the advertising market for podcasts in Italy is growing. Based on her experience with both local and global advertisers, and evidence from the Dentsu Ad Spend report, which stated “In 2024, the market is forecast to expand by 3.1% as UEFA Euro in Germany and the Olympics and Paralympics in Paris, both in a favorable time zone, are expected to drive growth for advertising channels”, there is significant potential and money to be spent.
However, podcasts are not yet receiving their fair share of the advertising spend, which is currently split between digital music (approximately two-thirds) and podcasts (one-third) rather than focused solely on podcasts. She emphasised the need to educate brands and agencies, positioning podcasts as the premium format they truly are. Drawing comparisons to markets like France, which was in a similar position a few years ago, she pointed out that Italian CPMs (Cost Per Thousand Impressions) are currently low, averaging around €4-5, compared to €15+ in more mature markets.
From a podcaster's perspective, Johnny Faina shared his journey into podcasting, revealing that he has reached the break-even point with his show, as the market matures and becomes more and more advanced.
The panelists discussed various revenue models, including sponsorships, advertising, and listener donations through platforms like Patreon. While developing additional income streams through these means and others such as live events and merchandise, is beneficial – and something Jonny has adopted throughout his podcasting career – they agreed that none are possible without a loyal audience. Providing a firsthand account of how podcasters should be looking at a varied approach, Johnny shared his experience of hosting his first live event and securing sponsorship from a cider brand, illustrating the potential for diverse revenue streams.
Ultimately, however, the panelists concluded that ads are currently the easiest way to generate revenue and Italian creators shouldn’t be afraid of them, as insights and evidence from podcast markets worldwide show that they do not turn listeners off.
A succinct panel to cover a wide-ranging topic, there is plenty of optimism about the market’s potential. While the Italian podcast market is still developing, with proper education and increased advertiser interest, financial sustainability is achievable. By fostering mutual trust between creators and advertisers, and educating the market about the value of podcasts, the industry will drive forward, ensuring that both creators and advertisers thrive.
At the recent Salone Del Libro, Acast, in collaboration with Chora Media, hosted a panel that explored the opportunities and challenges in the Italian podcasting world. Andrea De Cesco, Head of Chora Academy, led the discussion with Megan Davies, Managing Director International of Acast, and Johnny Faina, host of C’è vita nel Grande Nulla Agricolo?. Here's what was shared about making a sustainable living from podcasting and the creative and economic possibilities the industry in Italy holds.
Podcasting Advertising in Italy
Central to the discussion was whether podcasting can provide a sustainable income in Italy. Megan Davies provided a broad perspective, highlighting that the advertising market for podcasts in Italy is growing. Based on her experience with both local and global advertisers, and evidence from the Dentsu Ad Spend report, which stated “In 2024, the market is forecast to expand by 3.1% as UEFA Euro in Germany and the Olympics and Paralympics in Paris, both in a favorable time zone, are expected to drive growth for advertising channels”, there is significant potential and money to be spent.
However, podcasts are not yet receiving their fair share of the advertising spend, which is currently split between digital music (approximately two-thirds) and podcasts (one-third) rather than focused solely on podcasts. She emphasised the need to educate brands and agencies, positioning podcasts as the premium format they truly are. Drawing comparisons to markets like France, which was in a similar position a few years ago, she pointed out that Italian CPMs (Cost Per Thousand Impressions) are currently low, averaging around €4-5, compared to €15+ in more mature markets.
From a podcaster's perspective, Johnny Faina shared his journey into podcasting, revealing that he has reached the break-even point with his show, as the market matures and becomes more and more advanced.
The panelists discussed various revenue models, including sponsorships, advertising, and listener donations through platforms like Patreon. While developing additional income streams through these means and others such as live events and merchandise, is beneficial – and something Jonny has adopted throughout his podcasting career – they agreed that none are possible without a loyal audience. Providing a firsthand account of how podcasters should be looking at a varied approach, Johnny shared his experience of hosting his first live event and securing sponsorship from a cider brand, illustrating the potential for diverse revenue streams.
Ultimately, however, the panelists concluded that ads are currently the easiest way to generate revenue and Italian creators shouldn’t be afraid of them, as insights and evidence from podcast markets worldwide show that they do not turn listeners off.
A succinct panel to cover a wide-ranging topic, there is plenty of optimism about the market’s potential. While the Italian podcast market is still developing, with proper education and increased advertiser interest, financial sustainability is achievable. By fostering mutual trust between creators and advertisers, and educating the market about the value of podcasts, the industry will drive forward, ensuring that both creators and advertisers thrive.
