Listening may be normalizing after the pandemic bump.
The number of Latinos who listen to podcasts on a monthly basis has declined, according to a new study.Hot Pod is The Verge’s premier audio industry newsletter, delivering news, analysis, and opinions on how the audio world is changing. SubscribeSurprise! I had a bit of a vacation detour, so I am back for a two-day stint before taking off again Thursday.
In 2021, Edison and Libsyn reported that 36 percent of Latinos in the US listen to podcasts monthly, a massive 44 percent increase from the year prior. This year, that figure went down to 34 percent. Gabriel Soto, senior director of research at Edison, said this likely represents a normalization following the pandemic bump rather than evidence of a sustained decline. Edison reported a decrease in podcast listening overall at the beginning of the year, which normalized when researchers.
Better promotion of Spanish-language content could help grow listening among Latinos. One-third of respondents said they have listened to a Spanish-language podcast. Elsie Escobar, community manager at Libsyn and co-founder of She Podcasts, said that it isn’t always easy for US listeners to find podcasts in Spanish and that podcast platforms could follow Netflix’s model of promoting content in different languages.
A price for the deal wasn’t announced. Julep’s leadership team will stay on board for at least three years, and its CEO, Steffen Hopf, will take an expanded role in supporting AdvertiseCast’s international growth.
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