Podcast listening by US Latinos is booming with over a third more time spent than the non-Latino population according to a recent report by Edison Research. According to their Share of Ear research, persons 13 or older who identify as Hispanic or Latino spend an average of nearly five hours listening to audio each day, while the non-Latino population consumes 3 hours and 55 minutes — more than a one-hour difference.
In 2014, podcasting was just a blip in Latino audio consumption, accounting for 1% of their approximately five hours of daily audio listening. Fast forward a decade and now US Latinos spend 14% of their time listening to podcasts — a record high and more prominent than podcasting’s 9% share among the non-Latino population.
Latinos are not only listening to podcasts at a rate 14 times higher than a decade ago, but they are also dedicating 35% more of their time to podcasts than the rest of the US population. This surge in podcast consumption, coupled with the fact that the time spent overall with audio has remained relatively unchanged, indicates that podcasts are replacing the time the Latino community spends with other audio sources. Combine this with fact that US Latinos, as a group has grown to 65 million people, and it is fuelling a growth in content created specifically for Latinos.
In earlier research conducted in June 2022, Edison Research found just over half (51%) of US Latinos have listened to a podcast in English, and 33% have listened to a podcast in Spanish.
