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I think there is a breaking point, but considering that most people who watch TV (at least here in America) seem to be okay with watching 20% advertisements....I think there is a lot of headroom in the amount of ads on podcasts.

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What I really find interesting. The really big podcasts in Germany are all ad free. Maybe patreon maybe donations via sepa bank transfer but no ads at all. There are exceptions yes. And that is ok. But what I find worse are platforms which try to hog the listeners to themselves. Spotify or Google play music podcast. The joy of using podcasts is the same as the internet you just need a podcatcher instead of a browser and can listen to anything you want anywhere anywhen. And also with apps with great user interfaces. How come someone would even want to listen to Spotify podcasts without 30 second skips, chapter marks and most importantly resumable playback where you stopped.

There might be something to that number but keep in mind watching 20% adverts probably has a lot of not really watching adverts but taking a moment to grab a coffee

Podcasts are right in your earholes whether you're making a coffee or not. After the 4th Blue Apron ad you might start skipping

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