Podcast consumption is at an all-time high globally, and recent data highlights important shifts in listener behaviour. From audiences to the most listened-to genres, the podcasting landscape reveals specific trends in the global, Spanish, and Spanish-speaking markets. Below, we explore these trends, as well as monetisation strategies and the rise of branded podcasts.
1. Audiences and Gender and Age Bias
At the Global Level:
- Gen Z and Millennials are the primary consumers of podcasts, representing 28.9% and 32.7% of the global audience, respectively. This group not only consumes content on a daily basis, but also shows high loyalty to their favourite shows (Analyzify).
- The majority of listeners (94%) listen via mobile devices, making podcasts a good fit for active and multi-tasking lifestyles (Kapwing).
- Men make up 54% of the global podcast audience, while women make up 46% and their share continues to grow. Fifty-five percent of female listeners prefer podcasts that include female perspectives, and 48% feel a greater affinity for brands that sponsor podcasts hosted by women (Kapwing). Men, meanwhile, tend to gravitate towards technology, sports and business topics, with 64% of male listeners saying they are more likely to follow brands that offer sponsored content related to these topics. Both genders show a positive tendency towards podcast advertising, especially when they identify with the content and hosts (Analyzify)(eMarketer).
In the Spanish and Hispanic market:
- The millennial generation continues to lead consumption in Spain and Latin America, but adults over 35 have increased their consumption by 12% in the last two years (eMarketer).
- In Latin America, Mexico and Argentina have the largest audiences, with 70% of listeners listening while doing other activities such as driving or exercising (WPBeginner).
2. Most popular podcast genres
Worldwide:
- Comedy, Society & Culture, True Crime, News and Education are the most popular genres. Comedy remains a favourite across all platforms, especially among video podcast listeners. Demand for educational content is also booming, especially among Gen Z listeners (Analyzify)(Kapwing).
In the Hispanic World:
- In Spain, comedy, culture and crime are the most popular genres. There is also a growing interest in mental health topics, a trend that reflects the demand for meaningful and practical content (eMarketer).
- In Latin America, listeners are looking for educational content and entertainment. Education has become relevant, especially in countries such as Colombia, where 42% of listeners consume educational content on a weekly basis (WPBeginner).
3. Monetisation and Advertising
Podcast advertising continues to grow globally, with spending estimated at $4.02 billion by 2024 (WPBeginner). Monetisation models include advertising, premium content and live events:
- Advertising: Approximately 52% of listeners make purchasing decisions based on recommendations from their favourite presenters. This highlights the power of ads read by the host, which create a more personal connection with the audience (eMarketer).
- Premium content: Platforms such as Apple and Spotify allow listeners to pay for subscriptions to specific creators. In the Spanish market, Podimo and iVoox are leading the way with subscription models that offer exclusive access to premium content (Analyzify).
- Advertising automation: AI is being used to make programmatic advertising more effective. By 2024, it is estimated that 9.3% of podcast advertising will be programmatic, improving the accuracy and reach of ads (eMarketer).
4. Branded podcasts: The role of brands
Branded or brand-sponsored podcasts are becoming increasingly popular as a powerful marketing tool. Brands use these podcasts to:
- Build brand awareness: Studies show that branded podcasts can increase brand awareness by 89%, as well as increase consideration and purchase intent (Kapwing).
- Positioning as thought leaders: Brands such as Amazon and Capital One are investing in content that educates or entertains, connecting with specific audiences in a non-intrusive way. In the Hispanic market, some brands are starting to create educational content to reach audiences interested in personal development and specialised topics.
- Engagement and loyalty: Podcast audiences tend to be highly receptive to brand messages when the content is authentic and relevant. For example, 70% of listeners said they would seek out information about a brand mentioned in their favourite programmes (WPBeginner).
Podcast consumption trends show that audiences are increasingly looking for relevant, authentic and specialised content. From the global market to the Spanish-speaking market, podcasts remain an ideal platform for entertainment, education and brand engagement. The growth of monetisation models and the rise of branded podcasts underline the continued value of podcasting for creators, advertisers and audiences.
