The five top stats you should know about Latino podcast listeners in 2022
Five Stats You Should Know About Latino Podcast Listeners in 2022.
As a Latina producer and podcast host, I have been waiting for data that proves the impressive opportunity for brands to tap into the Latino market through podcasting. That’s why I had to make sure I shared the below as soon as I got my hands on this information.
Here’s a hot tip: If you’re trying to reach the fast-growing Latino market, and you haven’t looked into podcasting, it’s time to reconsider your marketing and content strategy. The 2022 Latino Podcast Listener Report provides us with significant takeaways on the growth and rise of Latino podcast listeners. Below are my picks of the top five you must know.
Huge thanks to the teams at Edison Research for putting this together as well as the sponsors of the survey: Adonde media, LWC Studios, Libsyn, PRX and SXM Media. One of the presenters, Elsie Escobar also shared her biggest takeaways. You can access the full report here.
ONE - 48% of Latino Podcast Listeners are 1st generation.
CREDIT - Edison Research
TWO - 17% of Latino podcast listeners identify as LGBTQ+
This is impressive considering a 2018 University of Chicago survey reported that 22% of Latino millennials identify as LGBTQ+.
Credit: Edison Research
THREE - 54% of Latino podcast listeners are initially attracted to podcasts because of the topic - NOT the host.
Credit: Edison Research
FOUR - 64% of Latino podcast listeners purchased a product or service as a result of hearing the advertisement on a podcast hosted by a Latino.
Credit: Edison Research
FIVE - 87% of Latino podcast listeners are interested in listening to local news podcasts that primarily include stories about and perspectives from Latinos.
Credit: Edison Research
So what did we learn?
My biggest takeaway from this report is that Latinos want to hear from other Latinos, and that doesn’t necessarily mean “celebrities”. We want topic-driven podcasts that intrigue our multi-dimensional and multicultural lives. This content doesn’t need to be in Spanish, in fact we are happy to listen in English, but we do want the voices behind the mic to be authentically representative of our community.
My challenge to the podcasting industry:
Latino podcast hosts don’t have to stick to Latino-centered topics to make a successful show, I challenge decision-makers and creators to make interesting episodes that go beyond stereotypical expectations of our culture.