Podcast listening among US Latinos hits record high with one third listening to podcasts in Spanish. These findings are from an Edison Research report and show the results of a representative survey of 2500 Hispanic/Latino adults age 18+. conducted in June 2022. The U.S. Latino Podcast Listener Report 2022 found that 59% of US Latinos adults have listened to a podcast compared to 44% in 2021. Just over half (51%) of US Latinos have listened to a podcast in English, and 33% have listened to a podcast in Spanish.
The U.S. Latino Podcast Listener Report was commissioned by Adonde Media, LWC Studios, Libsyn, PRX, SXM Media and was conducted by Edison Research.
Key findings from the U.S. Latino Podcast Listener Report 2022
- 47% of Latino podcast listeners are women marking the highest portion of female listeners of any year of the study. This year’s study goes beyond basic demos and now includes measures such as self-identification as part of the LGBTQ+ community and religion.
- 17% of Latino monthly podcast listeners identify as LGBTQ+.
- Video podcasts are popular among the US Latino population. 76% of US Latino monthly podcast listeners consume podcasts with video component where they actively watch the video while listening. 66% consume podcasts with video where they play the video in the background or minimize the video on their device.
- 76% of US Latino monthly podcast listeners have gathered more information about a company or product as a result of hearing a sponsorship or ad on a podcast with a Latino host – 74% have recommended a product to a friend or family member as a result of hearing a sponsorship or ad on a podcast with a Latino host. Over half (53%) of US Latino podcast listeners say they prefer to hear ads in both English and Spanish.
- When asked which Latino music artist they would most want to hear host their own podcast, Shakira takes the top spot at 44% followed by Jennifer Lopez at 40%, Selena Gomez at 37%, and Bad Bunny at 32%.
- 66% of US Latino monthly podcast listeners have listened to a podcast with a Latino host in the last month, up from 62% last year.
- 29% of US Latinos born outside of the US have listened to a podcast in the last month, compared with Latinos who were born in the US, of which 37% have listened to a podcast in the last month.
- 52% of US Latino monthly podcast listeners have used a promotional or discount code mentioned in the podcast they regularly listen to.
The U.S. Latino Podcast Listener Report 2022 can be downloaded in English here and in Spanish here.
