An interesting chart found in eMarketer consolidates data compiled by GWI. “Where the World Spends Its Media Time, H1 2023” is a table which compiles time spent consuming podcasts, streaming music, and radio. (Six other media categories are also included.)
Top- and bottom-ranked territories are shown for each media type, helpfully bracketing time-spent extremes in each region.
We are not surprised to see Western Europe win the radio category. Southeast Asia turns a deaf ear to radio by comparison.
In a complementary metric, Western Radio shows the lowest listening to music streaming — as if radio listening is more resistant to a podcast encroachment. Latin America, though, loves to stream music.
Middle East / Africa is the regional winner in podcast listening, while Central/Eastern Europe (and Western Europe) are chill toward podcasts.
(See other RAIN coverage of GWI research about Gen Z HERE and Millennials HERE.)
