Podcast consumption has increased strongly in recent years. More than 620 million people worldwide listened to them in 2021 – that is 88 million more than in the previous year (Statista Digital Market Outlook 2021).
This is an enormous growth considering that the “reinvented radio” emerged less than 20 years ago - in about 2004. However, it enabled broadcasters to disseminate their content on demand via the internet for the very first time.
In addition to the advantage of being able to decide when to listen to content, podcasts also allowed listeners to start downloading content and thus listen to it without an internet connection.
Another feature that makes podcasts so popular is that they are often focused on very specific topics. This is a benefit for both listeners and producers: listeners, who love content matching their interests and producers, on the other hand, who know their listeners better than ever and can therefore offer podcasts tailor-made for their target audience.
All these factors lead to a strong bond between podcast creators and the listeners, which in turn benefit two other important aspects of journalism: trust in the source and loyalty to the medium.
Certain markets stand out due to particularly strong growth in recent years, one of them being the Latin American one.
From Mexico to Argentina, Spotify (75.3%) is the top podcast listening platform in Latin America, followed by YouTube (24.9%), Ivoox (17.9%), Apple Podcast, and Google Podcast, according to EncuestaPod 2021 data.
Latin American listeners prefer listening to podcasts about current affairs, political analysis or investigative journalism, including content in Spanish and Portuguese, as Brazil has a great significance in the region. In terms of format, listeners prefer podcasts where information is covered in more detail through conversations, interviews or documentary style.
The following list includes the top 10 most popular podcasts in Latin America (July 2022, Triton Digital) about politics, business, science, society and culture in both Spanish and Portuguese:
The latest statistics estimate that worldwide there are around 850,000 active podcasts with more than 45 million episodes in total. With the wide variety of sources available offering podcast content every day, it can be difficult to follow everything and stay on top of the topics of interest.
Media monitoring tools can be the optiomal solution to not miss anything that appears in podcast content. eMedia Monitor offers an online media monitoring platform to track all the mentions about the topics of interest in podcasts but also on television, radio, print and online news, web text and social video. Besides, thanks to its advanced speech-to-text technology eMM monitors the media in several languages.
If you have interest in learning more about the eMM Pegasus media monitoring platform and how it can contribute to reaching your business goals get in contact with our team.
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