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July 14, 2021

The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.

One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

The number of U.S. Latinos reached daily by podcasts has increased dramatically since pre-pandemic times, with 21% of the U.S. Latino population being reached by podcasts each day, up from only 11% in Q1 2020.

Seventy-seven percent of U.S. Latino podcast listeners listen to podcasts with a video component. Forty-one percent of U.S. Latino podcast listeners say they prefer consuming a podcast with audio and video, while actively watching the video.

Latino podcast listeners also have unique listening habits and motivations. When they listen to podcasts at home, 49% are spending time with family and friends – more than double that of the overall 18+ population (22%). Thirty-eight percent of U.S. Latino podcast listeners listen to stay connected with their family’s country of origin.

Other key findings from the study include:

  •     29% of U.S. Latinos are weekly podcast listeners
  •     48% of U.S. Latinos say they have ever listened to a podcast mostly in English (up from 36% in 2020)
  •     33% of U.S. Latinos say they have ever listened to a podcast mostly in Spanish (up from 24% in 2020)
  •     58% U.S. Latino monthly podcast listeners are men, 48% are age 18-34, 35% are Spanish-language dominant

To download report, CLICK HERE.


 

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