In its most recent Latino Podcast Listener Report from Edison Research, this segment of podcast listenership is portrayed as racing into podcast engagement, and highly receptive to advertising.
Thirty-eight percent of U.S. Latinos (18+) are podcast listeners in 2023, compared to 25% in 2020 — a 52% increase during those three years. And not only is the demographic segment bulking up, Edison’s survey of 2,500+ U.S. Hispanic/Latino adults in August shows that the group is effectively engaged by podcast ads. Further, the group’s profile makes a desirable target for advertising generally.
Some key facts that emerged from Edison’s research, which was presented in a webinar today:
- U.S. Latino weekly podcast listeners are highly engaged with podcast ads: 49% of U.S. Latino weekly podcast listeners age 18+ have ever purchased a product as a result of hearing an ad on a podcast.
- Forty-nine percent of Latino weekly podcast listeners say they are more likely to purchase a product they heard advertised on a podcast compared to other places they hear ads.
- Fifty percent of U.S. Latino weekly podcast listeners agree that their opinion of a company is more positive when they hear it mentioned on a podcast they regularly listen to.
As a national group, Latinos wield impressive purchasing power. Edison puts a number on that: $2.8-trillion, and dramatically computes that overall purchasing budget as greater than the GDP of the UK or India.
Latinos listeners are responsive to podcast ads, in a couple of important ways. First, they apply research to the ads they hear in various ways:
Further, the group expresses strong intent to act on advertisements, and the survey breaks down several types of purchase:
Latinos who listen to podcasts are distinguished from the general Latino population in ways that favor advertisers: They are 25% more likely than the general US Latino population to earn an annual income of $75k+. Along that line, they are more likely to be employed, and to own a business. In the most engaged group — weekly listeners — 20% pay for a podcast subscription.
The Latino Podcast Listener Report was commissioned by LWC Studios, Latina to Latina podcast, Libsyn, Latino Media Network,
and SXM Media.
