The estimated advertising revenue in the podcast industry is now at $1.33 billion, a rise from $314 million in less than three years, according to recent research.

Research carried by Music Oomph also discovered some very interesting figures and trends regarding the uptake of purchases from advertising in differing podcast genres.

News and Politics based shows for example saw a 12.8% lift in purchase intent for brands who advertise while Society/Culture and Sports themed shows saw a return of 9.2% and 9.3% respectively.

But it was business podcasts which saw the greatest lift with 14%.

The research indicated that ads integrated or edited into programming accounted for 58% of the podcast ad inventory.