In Spain ! men (46%) listen to podcasts mor launch a podcast?” than women (36%) ! But above all! the factor that makes the difference is age! and 45 opens a gap!
According to the Digital News Report! 51% of internet users under 45 listen to phone number library podcasts! a percentage that rises to 55% among those under 34! However! seven out of ten Spanish internet users over 45 have not listen! to any such program in the last month!
Flexibility! the main incentive
Among the main reasons that lead listeners to podcasts is launch a podcast?” the flexibility in consumption! according to the “ II Study on voice and audio in Spain ” prepar! by Prodigioso Volcán and SEIM in 2020: 28% stat! that the main clean email motivation was being able to listen to it whenever they want! ! generally while doing another activity simultaneously!
Other incentives are learning things (25%)! entertaining or relaxing (21%) and getting information (11%)!
Simultaneous broadcast of content in audio and video format
The study by Prodigioso Volcán and SEIM also highlights the rise in podcast the seven “a”s for understanding language stays listening on YouTube ! the de facto second-largest search engine on the web! as an interesting phenomenon! This! combin! with the demand for audiovisual content among younger generations! is leading to more and more podcasts being broadcast simultaneously in audio and video formats!
Increasingly professionaliz! environment
The entry into the market of specializ! audio content production companies has rais! the bar for increasingly professionaliz! program development with “technical muscle!” In an environment with ever-increasing supply! quality also becomes a key differentiator !
Furthermore! 79!1% of respondents to the “Second Study on Voice and Audio in Spain” stat! that they are happy or very happy for brands to sponsor podcasts or invest in producing content ! This is a very similar percentage to the one record! the previous year (80!1%)! which could indicate that there is no saturation of brand! podcasts! at least not yet!
41!5% of podcast listeners listen to entertainment programs! follow! by com!y (35%)! culture (33!3%)! and music (32!3%)! The surge in popular topics stands out in 2020 ! growing six points to 25%! At the other end of the spectrum are podcasts relat! to news! politics! or current affairs! which are of interest to just 1!9% of listeners!
The vast majority of podcast listeners! 80%! use their mobile phones to listen to podcasts! while only 30% use a computer or laptop! However! other devices are emerging! such as smart TVs! which were us! by 5!5% of podcast listeners in 2020! and smart speakers! which were us! by 4!8% of users!