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Podcast listening time has doubled in Spain in 2022

The podcast is increasingly booming in the national market. The II report published by the iVoox Observatory on the state of the podcast in spanishwhich analyzes listening and monetization habits in the Hispanic podcast in the last year, confirms the boom in audio in our country, whose consumption time has doubled compared to 2021.

The iVoox Observatory was born in 2020 with the mission of publicizing the evolution of Spanish-speaking podcasting industry, through a sampling of your audience. Now it has just published its second report on podcast consumption habits in Spanish, based on a survey of nearly 3,000 users, data from the platform itself and the evolution of the sector.

This is how the podcast listener listens in Spanish

The study shows that in 2022 there has been listeners listening time doubled, who now spend 9.5 hours a week listening to podcasts, and they do so in episodes of 1h 20′ on average. 50.31% of users say they listen to more podcasts than last year, with 42.56% listening to podcasts daily, and 28.12% listening at least once a week. The report also makes it clear that the podcast is a solitary consumption format, since the majority of listeners (97.15%) listen to it without company, and at different times of the day in the morning (58.44%), afternoon ( 52.20%) or night (52.56%).

listeners are subscribed to 4.5 podcasts on averageand almost 40% of those surveyed follow between four and 10 different podcasts, while 20.76% follow between 10 and 20. The mobile (48.71%) is the most used device for listening to podcasts , ahead of the computer (16.92%).

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Regarding the profile of the listener, it is confirmed that there is still parity in interest in the podcast, since the female audience represents 42% compared to 58% of men. By age, users between 25 and 64 years old are the ones who listen to the most podcasts, and the majority have university studies (57%), with 79% being active in the workforce.

In addition, for 80% data plans are no longer a limitation for mobile listening, and 51.24% of listeners listen to streaming episodes, compared to 28.79% who download them. Multitasking audio makes the listeners’ main reason for listening to be because they can listen to it while doing other things (71.73%), and ensures that their motivation is because they learn (65.96%), are entertained (58.86% ), find content that is not found elsewhere (34.01%) or helps them sleep (26.10%).

What has sounded this year

In this second report the podcasts of history lead the top five favorite themes, followed by mystery, politics and economics, humor and football. Listeners’ favorite podcast formats are talks (59.76%), interviews (46.08%) and narrative or documentaries (43.67%). Additionally, 30% of listeners listen to both podcasts and online radio.

Regarding the discovery of new podcasts, 48.41% of those surveyed say they do so according to iVoox recommendations, while 17.38% do so through social networks and 10.53% thanks to suggestions from friends. and acquaintances.

The list of the five most listened to podcasts this year is once again led by Días Extraños, where Santiago Camacho collects the most extreme and controversial topics, treating them with rigor and credibility; followed by Nobody Knows Anything, the Cadena SER program in which Andreu Buenafuente and Berto Romero improvise; La ContraCrónica, the space for politics, economics and the analysis of Fernando Díaz Villanueva; the popular Cuarto Milenio by Iker Jiménez, and the football game Partidazo by COPE.

The news has also been decisive in the production and listening of podcasts, as exemplified by the war between Russia and Ukraine, one of the most viral topics, which gave rise to the creation of new programs such as Diario de Ukraine or Los ojos de la guerra. , and to new lists about the conflict, such as Russo-Ukraine War created by iVoox.

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