Gone is the time when El podcast de Blonde Olallo it was the only podcast in Mexico. Since then (2005) and especially in recent years, more and more people listen to podcasts produced by production houses, media groups and independent producers that in 2022 will reach an audience of 34 million Mexicans.
In 2020, 22 million people in Mexico listened to a podcast monthly. This figure increased to 28 million people in 2021 and according to the Global Entertainment & Media Outlook 2021–2025 of PwC, in 2022 it is estimated that this type of content will reach 34 million people. By 2025, the consultant projects that a third of the Mexican population (40 million) will listen to at least one podcast a month.
The increase in the consumption of podcast in mexico It is also evidenced by the increase in spending on podcast advertising by brands. According to the report of PwC, podcast ad spend in 2022 will be $21 million and projects that by 2025, this figure will grow to $44 million.
For eMarketer, however, although the growth speed of the number of podcast listeners in Mexico will be double digits, with 13.5%, the total podcast audience in the country will be 25.8% of Internet users in Mexico, that is, almost 22 million people, which is far from the 34 million projected by PwC.
hispanic listener
In Latin America, Spain and the United States, one in five people who listen podcast in Spanish is often Mexican, according to the results of the 2021 Pod Survey, which has become a benchmark among sources of information on podcast audiences in Spanish and was carried out based on information provided by 2,051 people who consider themselves active podcast listeners.
the profile of the podcast listener in Latin America, according to the 2021 Pod Survey, is made up mostly of men (53.68% vs. 43.78% of women), between 25 and 44 years of age, who are employed full-time and who have a high educational level, because seven out of 10 have university studies.
The most of the spanish podcast audience uses the telephone (smartphone) to access this type of content, which is usually listened to while doing some household chore, while cooking, walking, working or resting. Listeners listen to podcasts primarily because they want to learn something new, but also to be entertained and distracted.
Narration and conversation seduce the audience
Given that Spotify is the platform that overwhelmingly dominates the streaming audio content market, it is possible to take the list of the most listened to podcasts in Mexico through this application as a portrait of the preferences of the podcast audience in Mexico. the country.
According to the first 10 places in this ranking for 2021, narrative and entertainment podcasts are among the most listened to by Mexican audiences. The conversational comedy podcast (chatcast) La cotorrisa, which is also broadcast on video through YouTube Y Facebook, was the most listened to by Mexicans in 2021.
It is followed by Leyendas Legendarias, a podcast that mixes narration and conversation and is produced by Sonoro, one of the production houses in Mexico that has made a strong commitment to narration, with series such as Toxicomanía, which was produced and starred by the actor Luis Gerardo Méndez, or Thirst, starring Tenoch Huerta. In third place was a podcast of horror stories: Relatos de la noche.
Most listened to podcast in Mexico in 2021:
- the parrot
- legendary legends
- stories of the night
- Creative
- Doubts are given away
- Horoscope today
- Case 63
- turn on your mind
- Martha debayle
- You are going to die
This list shows a certain diversity between fiction content, those dedicated to entertainment and those oriented towards self-improvement, at the same time that several of these podcasts are produced independently or by national production houses, such as Sonoro.
All this is concentrated in a platform like Spotify which has a market share of access to digital audio content of 85.8% in Mexico, according to The Ciu, and which is the application used by 75% of those who responded to the 2021 Pod Survey in Latin America, Spain and the United States. In 2005 there was only one podcast in Mexico and in 2022 there is only one platform.
rodrigo.riquelme@eleconomista.mx
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