Monthly Podcast Listenership Among U.S. Latinos Up 72%

RADIO ONLINE | Tuesday, December 17, 2024

Edison Research

Edison Research, along with partners LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network and Uforia Podcasts, marked the fifth anniversary of the Latino Podcast Listener Report 2024 during a recent webinar. Hosted by Edison Research Senior Director of Research Gabriel Soto, Libsyn Director of Community and Content Elsie Escobar and SiriusXM Media Senior Sales Marketing Manager Briana Mendez, the event highlighted five years of trends and new findings about the listening habits of U.S. Latinos.

The study revealed a significant increase in podcast consumption among U.S. Latinos age 18 and older, with 43% now listening monthly -- a 72% rise since 2020. Notably, for the first time, the gender distribution among Latino monthly podcast listeners has equalized, with women comprising 50% of the audience.

Social media platforms have become a critical tool for discovering new podcasts, with 47% of Latino listeners finding podcasts through these channels, up from 30% four years ago. YouTube has emerged as a leading platform for both finding and listening to podcasts, with 40% of Latino listeners using it most frequently, representing a 12-point increase from 2020.

Video podcasts have grown in popularity, with 86% of Latino monthly listeners engaging with video content, an increase from 70% in 2021. This trend surpasses the consumption of audio-only podcasts, which stands at 72%.

The report also highlighted communal listening habits, particularly among younger demographics. Approximately 43% of all Latino monthly podcast listeners enjoy content with others, with the highest rates among those aged 35-44 at 49%.

Podcasts primarily serve as a source of entertainment for 78% of Latino listeners, an 8-point increase since 2020, indicating the medium's expanding role in leisure activities.

"Latinos are pioneering new trends in podcasting, from the early adoption of platforms like YouTube to the increased consumption of video podcasts," commented Escobar. She emphasized the diverse content now embraced by Latino listeners, ranging from entertainment to inspirational stories, offering substantial opportunities for advertisers to engage with this dynamic demographic.

Gabriel Soto noted the shift towards video content, especially among younger Latinos, suggesting a broader future trend that could reshape the podcasting landscape.

For more insights and detailed findings, the full report is available for download.