2021 Latino podcast listener report from Edison Research It was found that 36% of American Hispanics over the age of 18 (16 million people) had listened to podcasts in the past month, an increase of 44% (25%) from 2020. This is closing the gap with the total U.S. population over the age of 18, of which 40% are monthly podcast listeners. New research shows that this dramatic increase comes from audiences who are predominantly English and predominantly Spanish.
The American Latino podcast listener report was commissioned by Adonde Media, Lantigua Williams & Co., Libsyn, PRX, Simplecast, Sonoro, SXM Media and conducted by Edison Research. This is the second annual release of the report.
One factor may have contributed to the changes in recent research: the COVID-19 pandemic. More than half (54%) of monthly Latino podcast listeners stated that they started listening to podcasts during the COVID-19 pandemic (March 2020 or later). 44% of non-Spanish-dominant monthly American Latino podcast listeners and 57% of Spanish-dominated monthly American Latino podcast listeners started listening last year, which reinforces the increasing content available to Latino listeners idea.
Since the pre-pandemic period, the number of Latino Americans covered by podcasts every day has increased dramatically, with daily podcasts covering 21% of the Latino American population, compared to only 11% in the first quarter of 2020.
Regarding the monetization of podcasts, 58% of American Latino monthly podcast listeners stated that they might pay a small fee to avoid hearing ads on the podcasts they listen to. 6 million Latin Americans in the United States said that they are likely to pay a small fee to listen to ad-free podcasts. In the current advertising-based environment, Latino Americans show an affinity for brands advertised on Latino podcasts—75% of people said they might buy brands on podcasts hosted by Latino.
77% of American Latino podcast listeners listen to podcasts with video components. 41% of American Latino podcast listeners said they prefer to watch podcasts with audio and video, while actively watching videos.
Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% of people spend time with family and friends-more than twice the total population over 18 (22%). 38% of Latino American podcast listeners listen to stay in touch with their family’s country of origin.
The results of the study were first presented in two webinars on July 13, one in English and one in Spanish, introduced by Edison Research research director Gabriel Soto and Adonde Media CEO Martina Castro. The Latino American Podcast Listener Report is the only comprehensive study of Latino podcast listeners in the United States.
“Last year’s study put great emphasis on the benefits of growing Latino podcast listening, but these new findings exceeded our expectations in just one year,” Soto said. “The number of monthly podcast listeners for Latinos in the United States has skyrocketed. Not only does it require a pandemic, but everyone is part of this beautiful community-creators, marketers, platforms, and others in the industry. We are very happy to be able to measure With the fruits of so many people’s labor, we will continue to do so-the upper limit is very high.”
Other key findings of the study include:
- 29% of American Latinos listen to podcasts every week
- 48% of American Latinos say they have heard podcasts mostly in English (from
- 36% in 2020)
- 33% of American Latinos say they have heard most podcasts in Spanish (up from 24% in 2020)
- 58% of Latino monthly podcast listeners in the United States are men, 48% are between 18-34 years old, and 35% are predominantly Spanish
According to Castro, “The second round of research tells the subtle and exciting story of a diverse community that is rapidly discovering podcasts and growing at an alarming rate. This data once again shows the value of being counted. , And asked the industry to pay attention to Latino as a valuable audience group, whether in English or Spanish.”
According to American Latino podcast listeners, this kind of listening may not disappear, because 96% of people said that once the pandemic is over, they are likely to continue listening to podcasts, or to some extent.