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Latino Listeners Lead Podcast Evolution: 86% Embrace Video Format in Groundbreaking Study
Miko Santos
December 15, 2024
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Image: Edison Research
The Latino Podcast Listener Report 2024 highlights the trends in Latino podcast consumption. The report, underwritten by LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network, and Uforia Podcasts, shows that 72% of monthly podcast listeners consume audio-only content, while 86% actively engage with video components. The research will be presented via webinar on December 17.
The Key Points:
43% of U.S. Latinos age 18+ are monthly podcast listeners
72% of Latino monthly podcast listeners engage with audio-only podcasts
86% of Latino monthly podcast listeners actively watch video while listening
66% play video in the background or minimize it while consuming content
The report celebrates its fifth anniversary with new features including video interviews with podcast creators
Why It Matters: This change in consumption habits is a very important insight for the creators and advertisers who target the Latino market. The overwhelming interest in video integration seems to indicate that podcasters might have to rethink their strategies regarding content creation to satisfy audience expectations, which would further call for more investment in video production capabilities to stay competitive in this growing market segment.
The Big Picture: This is a trend that has very wide ramifications throughout the podcast ecosystem. To podcasters, it is a signal that developing video capabilities in concert with audio content is important.
Producers of podcasts should seriously consider investing in video production equipment and expertise since studies have shown that effective video advertising can greatly increase revenue streams in the podcast industry. This could be one of the factors that contribute to the faster convergence of podcast and video platforms, already reshaping distribution channels and advertising models in the industry landscape. It is also indicative that Latinos, as a category of listeners, will mean a great deal to the future of podcast content and consumption.
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