Cultural Connection Matters for Spanish-Language Podcast Listeners
By Edison Research
This post is from Edison’s Weekly Insights email. Subscribe here.
Hispanic Heritage Month can be about celebrating Hispanics’ past achievements as much as it is about helping to make those achievements possible in the future. Today, in honor of that idea, Edison Research announces never-before-seen data from the 2024 Latino Podcast Listener Report, as well as a commitment to more research that can empower Latino and Hispanic content creators in 2025 and beyond.
Edison Research has invested significant time and resources in understanding the Latino podcast listening audience since 2020. All iterations of the Latino Podcast Listener Report sponsored by LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network, and Uforia Podcasts are now all available for download on our website. Our insight this week focuses on the audience development opportunity that exists among Latino monthly podcast listeners who listen to podcasts in Spanish.
When asked what factors might increase podcast their podcast listening, the most popular answer for both the overall U.S. Latino monthly podcast listening audience and those who listen to Spanish podcasts is having more podcasts that focus on topics they are interested in, at 64% and 68%. When we dive deeper into data among those who have listened to a Spanish podcast in the past year, we see cultural influences play a bigger role in helping them listen to more podcasts.
Over one-half of those who have listened to a Spanish podcast in the past year say more stories from Latinos would increase their podcast listening, at 55%. Fifty-two percent also say that more stories from their country of origin, more podcasts hosted by Latinos, and more Spanish podcasts would also increase their listening. Just under one-half, 46%, also say that having access to more podcasts translated into Spanish might boost their podcast listening time. When we compare these numbers to the broader monthly Latino podcast listeners, we see a higher percentage of Spanish podcast listeners selecting these culturally connected factors. This data shows us that investing in Spanish- centered content and hosts might help push Latinos to spend more time with podcasts.
Developing strategic initiatives to connect with specific audiences starts with understanding the nuanced interests and perspectives of that audience. While all past iterations of the Latino Podcast Listener Report are available on our website, an additional interactive dashboard with all trending data and the ability to create custom cuts of the data is available for purchase. Learn more about accessing the dashboard here. Our goal is to democratize data and allow for greater development of data-driven strategies around existing opportunities within the Latino community. Today, Edison Research is committed to continuing its development of resources to understand the Latino podcast space.
