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 report from Edison Research was commissioned by LWC Studios, Latina to Latina podcast, Libsyn, Latino Media Network, and SXM Media, and was presented today in a webinar. Thirty-eight percent of U.S. Latinos age 18+ are monthly podcast listeners in 2023, a record high, compared with 25% in 2020.
U.S. Latino weekly podcast listeners are highly engaged with podcast ads: Nearly half (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. Forty-nine percent of Latino weekly podcast listeners say they are more likely to purchase a product they heard advertised on a podcast compared to other places they hear ads.
Fifty percent of U.S. Latino weekly podcast listeners age 18+ agree that their opinion of a company is more positive when they hear it mentioned on a podcast they regularly listen to. U.S. Latino consumers control $2.8 trillion in purchasing power – a GDP greater than that of the United Kingdom or India, and the research shows podcasts are an effective avenue to reach them.
“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,” said Gabriel Soto, Senior Director of Research at Edison Research.
U.S. Latino podcast listeners are a desirable target for advertisers: U.S. Latinos age 18+ who listen to podcasts on a weekly basis are more likely to have an annual household income of $75K+ than U.S. Latinos who are not weekly podcast listeners. They are also more likely to be employed part-time or full-time, and to own their own business or work as a full-time freelance contractor. One in five U.S. Latino weekly podcast listeners pays to subscribe to a podcast.
“There simply isn’t a more desirable digital audience out there. Latinos are early adapters, digital natives, multi-platform, and social connectors. That’s a dream consumer, if ever there was one,” said Juleyka Lantigua, CEO of LWC Studios.
Spanish-language and Latino-hosted podcasts connect with listeners: Fifty-three percent of Latinos age 18+ who consume Spanish-language podcasts agree that ads on those podcasts are more relatable. Fifty-four percent of Latinos age 18+ 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.
A full recording of the webinar, including taped interviews with U.S. Latino podcast listeners, may be viewed at www.edisonresearch.com/the-latino-podcast-listener-report-2023.
How the study was conducted Online interviews were conducted with 2,637 U.S. Hispanic/Latino adults age 18+ in August 2023. The data was weighted to the age/sex/country of origin of U.S. Hispanic/Latino population and The Infinite Dial 2023 podcast listening statistics. The survey was offered in English and Spanish.
About Edison Research Edison Research conducts survey research and provides strategic information to a broad array of clients worldwide, having conducted research in 66 countries. Edison Research’s The Infinite Dial® series has been the survey of record for digital audio, social media, podcasting, smart speakers, and other media-related technologies since 1998. The company’s Share of Ear® survey is the only single-source measure of all audio in the U.S. Edison Research is the leading podcast research company in the world, producing the only survey-based data on podcast listening in the U.S, Edison Podcast Metrics, and has conducted research for many companies in the space. Since 2004, Edison Research has been the sole provider of election data, race projections and analysis to the National Election Pool (ABC News, CBS News, CNN, NBC News) for every presidential primary and general election.
