Edison Research Highlights Latino Podcast Insights

Edison Research Highlights Latino Podcast Insights

Edison Research is marking Hispanic Heritage Month by releasing new findings from the 2024 Latino Podcast Listener Report and pledging continued investment in research to empower Latino and Hispanic creators in 2025 and beyond.

The company has studied Latino podcast audiences since 2020, with support from LWC Studios, Latino Media Network, Libsyn, SiriusXM Podcast Network, and Uforia Podcasts. All previous reports are now available for download, along with new data showing the opportunity to grow podcast listening among Latinos who engage with Spanish-language shows.

When asked what would increase their listening, 64% of Latino monthly podcast listeners overall, and 68% of Spanish-language podcast listeners, said they want more shows covering topics that interest them. Cultural content emerged as a key driver: 55% of Spanish podcast listeners said they would tune in more if there were more stories from Latinos, while 52% cited stories from their country of origin, more podcasts hosted by Latinos, and more Spanish-language podcasts. Nearly half (46%) said translated podcasts could also expand their listening.

Compared to the broader Latino podcast audience, Spanish-language listeners consistently showed stronger demand for culturally connected programming, underscoring the potential impact of content tailored to their experiences.

Edison Research says the data highlights the importance of building strategies rooted in cultural understanding. Alongside the full archive of past reports, the company is offering an interactive dashboard with trending data and custom analysis tools for purchase.

“Our goal is to democratize data and allow for greater development of data-driven strategies around existing opportunities within the Latino community,” the company stated.