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U.S. Latinos a key component of podcast listening: First-ever study from Edison Research

In its first Latino Podcast Listener Report, Edison Research revealed a raft of statistics about a key American listening segment. The study was commissioned by Adonde Media, Lantingua Williams & Co., Libsyn, NPR, and Pandora.

Twenty-five percent of U.S. Latinos are monthly podcast listeners — that is Edison’s key bullet point. That compares to 37% of the total U.S. population (13 years and older). Perhaps more important in our opinion, 20% of the Latino group listens to podcasts weekly (or, at least, had listened within a week of being surveyed). That compares to 23% in the total 13+ population. We regasrd the weekly listening metric to be vital, as it seems to represent an adoption of the foundational podcast cadence of weekly releases. (Of course, many important shows have a more frequent production pace, helping to grow the weekly-listener group. We wonder whether Edison asks about daily consumption, or plans to.)

Other key research results provided by Edison:

  • 80% say they are listening to podcasts more now than compared to one year ago
  • 26% say they source they use most for podcast discovery is social media posts, followed by recommendations from friends and family at 22%
  • 73% listened to an English podcast in the last month and 49% listened to a Spanish podcast in the last month
  • 47% agree it is “somewhat important” or “very important” that the podcasts they listen to include stories about and perspectives from their countries of origin

The report is derived from 2,500 online interviews in may. The survey was offered in English and Spanish.

The research slides are freely available HERE.

Brad Hill

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