Podcast listening by US Latinos up 72% since 2020 according to the U.S. Latino Podcast Listener Report 2024 released by Edison Research in association with LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network, and Uforia Podcasts. The report was based on an online study of a nationally representative survey of 2,502 US Hispanic/Latino adults age 18+. According to the study, 43% of US Latinos age 18+ are monthly podcast listeners, a 72% increase since 2020 when the proportion was 25%.
Key findings from the U.S. Latino Podcast Listener Report 2024
- Women now account for half of the US Monthly Latino Listening population, making the composition of Latino podcast listeners 50% women and 50% men for the first time.
- 47% of US Latino monthly podcast listeners first discovered podcasting by seeing it on social media, compared with 30% in 2020.
- 40% of US Latino monthly podcast listeners say they use YouTube the most to listen to podcasts – a 12-point increase from 2020. 30% search on YouTube most often to find out about podcasts.
- Since 2021, US Latino monthly podcast listeners have increased their consumption of video that they actively watch while listening by 23% (2021: 70% vs. 2024: 86%), surpassing audio only podcasts at 72%.
- 43% of US monthly Latino podcast listeners have listened to or watched podcasts with others. Listeners aged 18–24 are 47% likely to share their podcast listening experience with others, those aged 25–34 are 46%, and those aged 35–44 are the most likely to listen to or watch podcasts with others at nearly half (49%).
- 78% of US monthly Latino podcast listeners “strongly agree” or “somewhat agree” that they listen to podcasts when they want to be entertained – an 8-point increase since 2020.
The U.S. Latino Podcast Listener Report 2024 can be downloaded here.
