If you read our newsletter, then you already know that podcasts have seen a rise in popularity over the past few years, with over 82 million listeners in 2021. This number is estimated to grow even further, reaching over 100 million by 2024. Most people listen to podcasts at home, with only 20% reporting that they listen to them while commuting and 59% preferring to listen at home. In 2019, 65% of people preferred to listen to podcasts on their smartphone or tablet, 25% on a desktop computer, and 10% on smart speakers.

 

The top 9 podcast topics in 2022 were: 

1. Advice 
2. Celebrity interviews
3. Q&A
4. Celebrity news
5. True crime 
6. Book reviews 
7. Movies 
8. Comedy
9. Business 

Podcasts are mainly in audio format and subscribed to on platforms like Apple Podcasts, Spotify, Google Podcasts, and Overcast.

The Latino Podcast Listener Report 2022 from Edison Research found that 59% of U.S. Latinos aged 18+ have listened to a podcast, with 51% of U.S. Latinos having listened to a podcast in English and 33% having listened to one in Spanish. Additionally, 47% of Latino podcast listeners are women, marking the highest portion of female listeners of any year of the study. 

76% of U.S. Latino monthly podcast listeners consume podcasts with video components where they actively watch the video while listening, and 66% consume podcasts with video format where they play the video in the background or minimize the video on their device.

Latinos in the U.S. control an impressive $1.9 trillion in purchasing power. Today’s data demonstrate how advertisers who support Latino podcast content are benefiting, while those who don’t are missing out. Latino listeners engage with advertisers, with 76% having gathered more information about a company or product as a result of hearing a sponsorship or ad on a podcast with a Latino host and 74% recommending a product to a friend or family member as a result of hearing a sponsor or ad on a podcast with a Latino host. Over half (53%) of U.S. Latino podcast listeners say they prefer to listen to ads in both English and Spanish. 

When asked which Latino music artist they would most like to listen to if they hosted their own podcast: 

• Shakira was at the top with 44%
• Jennifer Lopez at 40%
• Selena Gomez at 37% 
• Bad Bunny at 32%

Podcast and advertising in one?

Having a podcast that aims to target the Hispanic market can benefit your business in several ways. Firstly, creating a podcast specifically designed to appeal to the Hispanic market can help a company establish a deeper connection with this demographic to build brand loyalty, increase brand awareness, and ultimately drive sales.

If having a podcast is not on your list of business goals for 2023, consider advertising on a podcast that targets the Hispanic market. Businesses can reach a large and growing audience underserved by traditional media channels. The Latino Podcast Listener Report 2022 states that Hispanic audiences engage with podcast ads and sponsorships at high rates, with over 70% gathering more information about a product or recommending it to friends and family members.

Finally, podcast advertising can be a cost-effective way to reach a targeted audience. Unlike traditional advertising channels like TV or radio, which require large budgets to achieve significant reach, podcast advertising can be done at a relatively low cost, making it accessible to businesses of all sizes. Overall, leveraging the power of podcasting to reach the Hispanic market can be a valuable way to build brand awareness and drive sales.

Other key data includes:

• 66% of U.S. Latino monthly podcast listeners have listened to a podcast with a Latino host in the last month, up from 62% last year
• 29% of U.S. Latinos born outside the U.S. have listened to a podcast in the last month, compared to 37% of U.S. Latinos born in the U.S. who have listened to a podcast in the last month
• 52% of U.S. Latino monthly podcast listeners have used a promotional or discount code mentioned in the podcast they regularly listen to.

If you’re interested in joining this booming podcast industry and reaching out to the Hispanic market, then we can help you get started. 

At BOLD, our team of experts can guide you through creating a successful podcast that speaks to your audience and can help you get your message out to the world. With our industry experience and knowledge, we can help you take advantage of this trend and start your podcast. Contact us today to get started!

Join the Podcast Revolution and Target the Growing Hispanic Market! 

Get in Touch with BOLD Digital Marketing Studio Today.