Why invest in podcasts? 4th annual Latino Podcast Listener Report
Monthly podcast listenership among Latinos increased by 52% since 2020, nearly four times faster than the rate among the general U.S. population, according to the fourth annual Latino Podcast Listener Report. The study showed that in 2023, 38% of U.S. Latinos age 18+ are monthly podcast listeners. A record high, compared to a 25% in 2020!
“Investing in Latino podcasts is about more than diversity, equity, and inclusion, it is also smart business decision. There are more Latino podcast listeners than ever, and they are interested in purchasing products from podcast advertisers, paying to subscribe to podcasts, and even buying merchandise from podcasts”
– Gabriel Soto, Senior Director of Research at Edison Research.
To demonstrate the power of podcasting in the Latino community, here we share some of the main findings of the 2023 report. First of all, there are 63.7 million Latinos in the U.S. and 31% have reported listening to a podcast in the last week.
- 23% of U.S Latinos report listening to an English-Language podcast in the last week.
- 13% of U.S Latinos report listening to an Spanish-Language podcast in the last week.
U.S. Latino weekly podcast listeners are highly engaged with podcast ads
- 49% of U.S. Latino weekly podcast listeners age 18+ have ever purchased a product or service as a result of hearing an ad on a podcast.
- 49% say they are more likely to purchase a product they heard advertised on a podcast compared to other places they hear ads.
- 50% agree that their opinion of a company is more positive when they hear it mentioned on a podcast they regularly listen to.
Spanish-language and Latino-hosted podcasts connect with listeners
- 53% of Latinos age 18+ who consume Spanish-language podcasts agree that ads on those podcasts are more relatable.
- 46% are more likely to purchase from a brand that dvertises on a spanish language podcast.
- 54% who consume Latino-hosted podcasts trust Latino podcast hosts.
Findings were presented by Gabriel Soto, Senior Director of Research at Edison Research; Elsie Escobar, Director of Community & Content at Libsyn and Co-Founder of She Podcasts; and Briana Mendez, Senior Sales Marketing Manager at SXM Media.Watch the full recording of the webinar, including taped interviews with U.S. Latino podcast listeners, here.
