What happened when U.S Latino non-listeners tried podcasts

By Director of Research Gabe Soto

Today there are 116 million people older than 12 in the U.S. who listen to podcasts every month, or 41% of the total population. In the Infinite Dial Report by Edison Research and Triton Digital, that number increased rapidly by 12 million since 2020 and some of the biggest drivers behind that growth were Latinos.

Monthly podcast listenership among U.S. Latinos grew from 25% in 2020 to 36% in a matter of twelve months. This increase, of 44%, makes Latinos the fastest adopters of podcasts during the pandemic out any major racial/ethnic group. Yet, the majority of Latinos (64%), like the general population (59%), do not listen to podcasts.

This non-listening group was the central focus of our Latino Podcast (non) Listener Report that Edison Research published in September. We were curious to see what they thought about podcasts, so we asked them, on video. It was all an effort to understand what might usher in the next wave of podcast audience.

To begin, we put a group of Latinos who don’t listen to podcasts to the test by asking them if they could describe one to the best of their ability.

Then we played a podcast for them and asked them to share their thoughts.

Finally, we asked how they listen or watch other content in English vs. Spanish to understand how they might listen to podcasts.

The three videos revealed assumptions that podcast non-listeners make frequently, and how those assumptions are challenged after listening to one. The videos also illustrated the joy many Latinos have when listening to podcast content that is relevant to them, and how this has been and will continue to be a factor in current and future podcast adoption rates as the industry continues to amplify podcasts for diverse audiences.

To find out more about this study, you can check out the Latino Podcast Listener Report here. The report is available completely for free thanks to Adonde MediaLWC Studios, LibsynPRXSimplecastSonoro, and SXM Media.

Streaming Now Accounts for 12% of AM/FM Radio Listening in the U.S.

Edison Research’s Share of Ear® shows highest proportion ever of AM/FM Listening to streaming v. over-the-air

 The most recent Share of Ear® study from Edison Research finds that 12% of all AM/FM radio listening is via streaming, while 88% of listening is done to a traditional, over-the-air radio signal.

AM/FM radio content in the U.S. is now available through a variety of digital apps and devices, making radio listening possible on computers, smartphones, smart speakers, and through radio station websites, apps, and third party apps. Although streaming AM/FM content continues to see small amounts of incremental growth each year, and at 12% is the highest measure yet, the largest amount of listening goes to the over-the-air (OTA) signals from devices such as car radios and clock radios.

“There are many outlets for Americans to listen to free broadcast radio, including the smartphones that we know are ubiquitous in our population. To realize growth, radio has to capitalize on its content being available beyond just a traditional radio receiver,” said Laura Ivey, Director of Research at Edison Research. “We know that the pandemic has shifted U.S. listeners from their cars, where traditional radio is easily available, to their homes, where radio must be accessed on different devices. The challenge is how to convince listeners to follow radio content on different devices – radio not on ‘a radio.’ ”

Edison Research’s Share of Ear® study is the only research that measures the entire world of audio, looking at platform of listening, time of day, device on which the audio was consumed, the kind of programming, and the location of listening. The Share of Ear service measures what portion of listening to AM/FM content happens on a traditional radio receiver and how much is done on a digital device. The Share of Ear methodology fully represents the U.S. 13+ population, including not only those who are online but also those who are either not online or lightly online.

Click here for more information on subscribing to the Share of Ear service.

The Top 50 Most Listened to Podcasts in the U.S. Q2 2021

Edison Research announces the comprehensive U.S. Top 50 Podcast chart for Q2 2021. This list ranks the 50 biggest podcasts by audience size, based on the Podcast Consumer Tracking Report, the only podcast measurement service that measures the relative audience size and demographics of all podcast networks. The Podcast Consumer Tracking Report is the only measurement based on actual listening, not downloads.

The top shows based on measurement from Q3 2020 – Q2 2021 are as follows:

  1. The Joe Rogan Experience
  2. The Daily
  3. Crime Junkie
  4. This American Life
  5. Stuff You Should Know
  6. My Favorite Murder
  7. Pod Save America
  8. Office Ladies
  9. Serial
  10. The Ben Shapiro Show

Scroll down to see the Top 50 list. The top three podcasts, The Joe Rogan Experience, The Daily, and Crime Junkie, also ranked in 1-2-3 order in the Top 50 Podcasts of 2020.

“This is the second anniversary of the Podcast Consumer Tracker, and the top shows have been fairly consistent over that time. Because our research covers the entire space, regardless of publisher or listening application, we have been able to report that stability even as the space continues to evolve,” said Edison Research SVP Tom Webster.

The Edison Research Top 50 Podcasts of 2021 list is derived from data collected continuously from Q3 2020 – Q2 2021, from surveying weekly podcast consumers ages 18 and older in the U.S. Participants indicate which podcasts they listened to in the past week along with a variety of demographic, psychographic, and purchase behavior information. The results are then coded and analyzed to ascertain the genre, network, and sales representation for each podcast. The relative audience size of each podcast network is then calculated and expressed as the percentage of weekly podcast listeners reached by that network. Surveys of over 8,000 podcast listeners were conducted Q3 2020 through Q2 2021.

“What is fascinating about these data is that we are seeing some marked differences between people who primarily get their podcasts through Apple Podcasts, those who primarily use Spotify, and those who mainly use YouTube. The character of the shows–and of the audiences–differs by platform,” added Webster.

Current subscribers to the Podcast Consumer Tracker include the top networks in podcasting as well as leading technology platforms, and is growing quarterly. Subscribers include SXM Media, Google, NPR, Wondery, ESPN/ABC/Disney, WarnerMedia, and more.

For information about the Podcast Consumer Tracker, contact Edison Research SVP Tom Webster at info@edisonresearch.com.


About Edison Research

Edison Research is the leading podcast research company in the world and has conducted research on the medium for NPR, Wondery, PodcastOne, Slate, Spotify, Stitcher/Midroll, ESPN, WNYC Studios, and many more companies in the space. The company’s annual The Infinite Dial® study has been the most widely-cited data in the podcasting space since 2005, and Share of Ear® from Edison Research remains the only single-source measure in America of the relative size of podcast listening compared to other audio media. In 2019, the company introduced the Podcast Consumer Tracker, a quarterly study that provides the only comprehensive data on podcast listening by network in the world. Edison Research has been the sole provider of Election Day data to the National Election Pool for 17 years, conducting exit polls since 2004, and collecting real-time vote results in all 50 states to project and analyze results for every major presidential primary and general election.

The Latino Podcast Listener Report 2021 en español

El número de latinos en EE.UU. que escucha podcasts se dispara durante la pandemia; aumento del 44% año tras año

Haga clic aquí para descargar el U.S. Latino Podcast Listener Report 2021 en español

Haga clic aquí para descargar el U.S. Latino Podcast Listener Report 2021 en inglés

Desplácese hacia abajo para ver el seminario web

El Latino Podcast Listener Report 2021 de Edison Research encontró que el 36% de los latinos estadounidenses de 18 años o más (16 millones de personas) han escuchado un podcast en el último mes, lo que es un aumento del 44% en comparación con el 2020 (25%). Esto borra la diferencia con la población total de 18+ EE.UU., de los cuales el 40% son oyentes mensuales de podcasts. Nueva investigación muestra que este crecimiento dramático proviene tanto de oyentes dominantes en inglés como en español.  

El U.S. Latino Podcast Listener Report fue patrocinado por Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, y realizada por Edison Research. Esta es la segunda publicación del informe. 

Un factor que puede haber contribuido a los cambios observados en el estudio más reciente es la pandemia de COVID-19. Más de la mitad (54%) de los oyentes mensuales latinos de podcasts dice que comenzó a escuchar podcasts durante la pandemia de COVID-19 (marzo de 2020 o después). Cuarenta y cuatro por ciento de los oyentes mensuales latinos cuya lengua predominante no es el español y el 57% de los oyentes mensuales latinos cuya lengua predominantemente sí el español, comenzaron a escuchar en el último año, lo que refuerza la idea de que el contenido disponible para los oyentes latinos es más accesible. 

El número de latinos estadounidenses que escuchan podcasts cada día ha aumentado drásticamente desde tiempos previos a la pandemia: el 21% de la población latina en EE.UU. indica escuchar podcasts diariamente, en lugar del 11% en el primer trimestre de 2020.  

Con respecto a la monetización de los podcasts, el 58% de los oyentes mensuales latinos de podcasts dicen que es probable que paguen una pequeña tarifa para omitir anuncios comerciales en los podcasts que escuchan. Seis millones de latinos estadounidenses dicen que es muy probable que paguen una pequeña cuota mensual para escuchar podcasts sin anuncios. A pesar de esto, los latinos de los EE.UU. muestran también una afinidad por las marcas anunciadas en podcasts latinos: el 75% dice que es probable que compren una marca que escucharon en un podcast presentado por latinos. 

Setenta y siete por ciento de los oyentes latinos en EE.UU. escuchan podcasts con un componente de vídeo. Cuarenta y uno por ciento de los oyentes de podcasts latinos en el EE.UU. dicen que prefieren consumir un podcast con audio y vídeo, mientras ven activamente el vídeo. Sin embargo, sólo un 8% escuchan podcasts exclusivamente mientras ven el video.    

Los oyentes latinos de podcasts también tienen hábitos y motivaciones únicos. Cuando escuchan podcasts en casa, el 49% pasan tiempo con familiares y amigos, más del doble de la población total (22%). Treinta y ocho por ciento de los oyentes latinos de podcasts en EE.UU. escuchan para mantenerse conectados con el país de origen de su familia.   

Los resultados del estudio se estrenaron en dos webinars el 13 de julio, uno en inglés y uno en español, presentados por Gabriel Soto, direcotr de investigación en Edison Research, y Martina Castro, CEO de Adonde Media. El Latino Podcast Listener Report es la primera y única investigación exhaustiva sobre los oyentes latinos de podcast en EE.UU.  

“Un montón de latinos adoptaron podcasts este año, y la pandemia al parecer tuvo mucho que ver con el crecimiento. Hemos visto algunas disparidades en la escucha de podcasts frente a la población total desaparecer, ya que la audiencia mensual latina se floreció. Laboraron mucho todos los que forman parte de esta hermosa comunidad — creadores, especialistas en marketing, los que trabajan para plataformas de podcasts y todos los demás en la industria – y esto realmente lo merecen.”, dijo Gabriel Soto 

Otros puntos clave destacadas sobre el estudio incluye:

  • 29% de los latinos estadounidenses son oyentes semanales de podcasts
  • 48% de latinos estadounidenses dicen que han escuchado un podcast principalmente en inglés (en comparación con el 36% en 2020) 
  • 33% de los latinos estadounidenses dicen que han escuchado un podcast principalmente en español (en comparación con el 24% en 2020).
  • 58% de los oyentes mensuales latinos en EE.UU. de podcasts son hombres, el 48% tienen entre 18 y 34 años de edad y el 35% son predominante en el idioma español 

Según Castro, “esta segunda ronda del estudio cuenta una historia matizada y emocionante de una comunidad diversa que está descubriendo podcasts rápidamente, y que está creciendo a un ritmo impresionante. Esta información muestra una vez más el valor de ser contados y exigen que la industria preste atención a los latinos como una valiosa población de oyentes, tanto en inglés como en español.”  

Esta tasa de escucha está aquí para quedarse, según los oyentes latinos de podcasts, ya que el 96% dice que es muy o algo probable que sigan escuchando podcasts después de que termine la pandemia.  

Para obtener más información sobre los socios de este estudio, visite Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media. 

Cómo se realizó este estudio 
Unas 2.500 entrevistas en línea se realizaron de mayo de 2021. La encuesta se ofreció en inglés y en español y es representativa a nivel nacional de adultos hispanos/latinos a partir de los 18 años de edad. Los datos se ponderaron según la edad/género/país de origen de la población hispana/latina en los EE.UU. y se las estadísticas de escucha de podcast según The Infinite Dial 2021. La encuesta se ofreció en inglés y español, y el 17% del total de encuestados tomó la encuesta en español. 

Sobre Edison Research
Edison Research lleva a cabo investigación a través de encuestas y proporciona información estratégica a muchos clientes, los que incluyen Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, el U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation y Univision. Edison es la compañía de investigación sobre podcasts más destacada en el mundo y ha realizado investigaciones sobre el medio para NPR, Slate, ESPN, PodcastOne, WNYC Studios, y muchas más empresas en el espacio. Otra especialidad de Edison es su trabajo para empresas de medios de comunicación en todo el mundo. Ha realizado investigación en Norteamérica, Sudamérica, África, Asia, Australia y Europa. Edison es también el proveedor líder de encuestas de salida de consumidores y ha llevado a cabo investigación cara a cara en casi todos los lugares imaginables. Desde 2004, Edison Research ha sido el único proveedor de datos del día de las elecciones para el National Election Pool, realizando encuestas de salida y recopilando cuentas de votos para hacer proyecciones y analizar los resultados de cada primaria presidencial y elección general. 



Para más información:
Gabriel Soto
Director of Research
Edison Research


The Latino Podcast Listener Report 2021

Number of U.S. Latino Monthly Podcast Listeners Soars; up 44% year over year

Click here to download the U.S. Latino Podcast Listener Report 2021 in English
Click here to download the U.S. Latino Podcast Listener Report 2021 in Spanish

Scroll down to view the webinar

The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

The U.S. Latino Podcast Listener report was commissioned by Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoroSXM Media, and was conducted by Edison Research. This is the second annual release of the report.

One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times, with 21% of the U.S. Latino population being reached by podcasts each day, up from only 11% in Q1 2020.

Regarding monetization of podcasts, 58% of U.S. Latino monthly podcasts listeners say they would be likely to pay a small fee to avoid hearing ads on the podcasts they listen. Six million U.S. Latinos say they would be very likely to pay a small fee to listen to ad-free podcasts. In the current ad-based environment, though, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos.

Seventy-seven percent of U.S. Latino podcast listeners listen to podcasts with a video component. Forty-one percent of U.S. Latino podcast listeners say they prefer consuming a podcast with audio and video, while actively watching the video.

Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners listen to stay connected with their family’s country of origin. 

Findings from the study debuted in two webinars on July 13, one in English and one in Spanish, presented by Gabriel Soto, Director of Research at Edison Research, and Martina Castro, CEO of Adonde Media. The U.S. Latino Podcast Listener Report is the only comprehensive research on Latino podcast listeners in the United States.

“Last year’s study put so much emphasis on the upside for podcast listening growth among Latinos, but these new findings surpassed our expectations in just one year,” said Soto. “The number of monthly podcast listeners among U.S. Latinos soared. And it didn’t just take a pandemic, but everyone a part of this beautiful community — creators, marketers, platforms and everyone else in the industry. We are happy we got to measure the fruits of the labor of so many, and we’ll continue doing so – the ceiling is high.”

Other key findings from the study include:

  • 29% of U.S. Latinos are weekly podcast listeners
  • 48% of U.S. Latinos say they have ever listened to a podcast mostly in English (up from 36% in 2020)
  • 33% of U.S. Latinos say they have ever listened to a podcast mostly in Spanish (up from 24% in 2020)
  • 58% U.S. Latino monthly podcast listeners are men, 48% are age 18-34, 35% are Spanish-language dominant

According to Castro, “This second round of the study tells a nuanced and exciting story of a diverse community that is quickly discovering podcasts, and that is growing at an impressive rate. This data once again shows the value of being counted and demands that the industry pay attention to Latinos as a valuable demographic of listeners, both in English and en español.”

This listening will likely not go away, according to U.S. Latino podcast listeners, as 96% say they are very or somewhat likely to continue to listening to podcasts once the pandemic ends. 

For more information on the partners in this study, please visit Adonde MediaLantigua Williams & Co., LibsynPRXSimplecastSonoro, and SXM Media.

How This Study Was Conducted
Online interviews were conducted with 2,500+ U.S. Hispanic/Latino adults age 18+ in May 2021. The data was weighted to the age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2021 podcast listening statistics. The survey was offered in English and Spanish, and 17% of total respondents took the survey in Spanish.

About Edison Research
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more companies in the space.  Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.