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.
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The first podcast they ever listened to attracted them with:
- Topic I am interested in—54%
- Host of
a radio show I like—15%
- TV or movie celebrity I like—15%
- Music artist I like—13%
- Something
else—3%
The topics they have listened to include:
- Comedy—39%
- Society and
culture—33%
- True crime—32%
- TV & movies—31%
- Sports—27%
- Health and Fitness—27%
- Technology—27%
- Politics—27%
The percentages of those listening to these topics were up over prior years.
In addition, monthly listeners were
drawn to:
- History—27%
- U.S. national news—25%
- Personal
development—25%
- Science—23%
- Games/Hobbies—22%
- Education—21%
- Business/Econ/Entrepreneurship—21%
- Religion and Spirituality—21%
- Video Gaming/E-Sports--19%
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.