The number of U.S. Hispanics has grown during the past decade to 65 million, and that population growth has been beneficial for audio creators. U.S. Latinos spend more time with audio than non-Latinos, according to Edison Research. It has released a tidbit from its forthcoming 2024 Latino Podcast Listener Report, and it shows just how far on-demand audio has come among this group.
Edison says Hispanic listeners aged 13 and older spend 14% of their daily listening time with podcasts. That compares to a mere 1% of their listening time a decade ago. Not only has it grown rapidly, but it has surpassed the population overall. Edison’s Share of Ear shows non-Latinos spend 9% of their daily listening time with podcasts.
“Latinos are not only listening to podcasts at a rate 14-times higher than a decade ago, but they are also dedicating 35% more of their time to podcasts than the rest of the U.S. population,” says Edison in a blog post. “This surge in podcast consumption, coupled with the fact that the time spent overall with audio has remained relatively unchanged, indicates that podcasts are replacing the time the Latino community spends with other audio sources.”
Overall, Hispanics spend about five hours with audio each day. That compares to 3 hours and 55 minutes for the non-Latino population consumers.
Edison Research will release highlights from the forthcoming Latino Podcast Listener Report at Café Convos by BIPOC Podcast Creators event on Oct. 8. Details HERE.
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