The Rise of Latino Podcasting

The Latino Podcast Listener Report 2024, released Tuesday by Edison Research in collaboration with LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network, and Uforia Podcasts, says that monthly podcast listenership among U.S. Latinos is up 72% since 2020.

The report also reveals that, for the first time, women now make up half of Latino podcast listeners and that 43% of U.S. Latinos age 18+ are monthly podcast listeners, reflecting significant progress in representation, engagement, and reach.

Social media continues to play a pivotal role in podcast discovery among Latinos. The report found that 47% of Latino podcast listeners first discovered podcasts through social platforms, a significant increase from 30% in 2020.

The report also highlights a shift in how Latinos consume podcasts, with YouTube emerging as the most popular platform. Forty percent of listeners now use YouTube to engage with podcasts, a 12-point increase since 2020. Additionally, 86% of Latino podcast listeners now actively watch video podcasts, surpassing audio-only formats, which remain popular at 72%.

“Latinos have been trailblazers in podcasting, driving trends from leading the early adoption of YouTube to fueling the rise of video podcast consumption,” said Elsie Escobar, Director of Community and Content at Libsyn, in a press release about the report that was also shared on Tuesday.

Gabriel Soto, Senior Director of Research at Edison Research, also emphasized the importance of this trend, noting in the press release: “The number of Latinos consuming video podcasts has surpassed the number of those listening to audio-only shows. If the young Latino demographic is any indication, podcasters will have another reason to consider video as part of their content.”

According to the report, which surveyed 2,502 U.S. Hispanic/Latino adults in November 2024, younger Latinos, particularly Gen Z and Millennials, are more likely to listen to podcasts with others. Nearly half of listeners aged 18–44 have shared podcast experiences with friends or family, turning podcasting into a communal activity.

Latinos are also increasingly turning to podcasts for entertainment. The survey notes that 78% of monthly listeners agree they listen to podcasts when they want to be entertained, an eight-point increase since 2020. Respondents were able to complete the survey either in English or Spanish.

“Beyond educational content, Latino listeners are embracing a broader range of podcasts, from entertainment to inspirational stories,” Escobar said in the press release. “This growing diversity creates exciting opportunities for advertisers to connect with a vibrant audience and align brand messaging with their lifestyle interests and values.”

You can download the full Tuesday slide presentation below.

About the Author

Julio Ricardo Varela is the founder and interim publisher of The Latino Newsletter.

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