The percentage of Hispanics who ever listened to a podcast has risen—from 45% in 2020 to 59% this year, according to the Latino Podcast Listener Report 2022, a study by Edison Research.
But fewer have listened in the past month—34%, compared to 36% in 2021. The total U.S. has seen a similar falloff—38%, down from 40% last year. At the same time, 27% listened in the last week prior to the survey.
Of Hispanic listeners, 51% have done so with podcasts that were mostly in English, and 33% to those that were mostly in Spanish.
Of those born in the U.S., 48% are first generation, 14% second generation and 13% fourth generation. And 25% were born outside the U.S.
And 17% identify themselves as LGBTQ+, up from 7% in 2021 but down from 22% in 2018.
The first podcast they ever listened to attracted them with:
The topics they have listened to include:
The percentages of those listening to these topics were up over prior years.
In addition, monthly listeners were drawn to:
Of this sample, 44% follow U.S. national news very closely, and 38% somewhat so. And 42% keep a very close eye on local news.
In addition, 30% are very tuned into news from Latin America, and 35% somewhat.
However, only 37% have given money to local news sources—in the form of subscriptions or donations, say— in the past year.
Edison surveyed 2,500 U.S. Hispanic/Latino consumers in June 2022.