Radio listeners have always been recognised as one of the most loyal audiences, and advertising has always had a superlative impact on them. Over time, with the arrival of new technologies and the tastes of new generations, the immediate nature of radio has given way to the podcast as a new form of entertainment based solely on audio (although also image), but where the essential thing is the word and what is said.
The mantle of captivating audiences with spoken word has been passed from radio to podcasts, the new reigning champion in audio entertainment. A study by the international agency Reuters, the Digital News Report, reveals Spain’s dominance in European podcast listening. With a staggering 45% of its population tuning in, Spain boasts a listenership nine points higher than the global average for the top 24 countries (36%). Notably, podcast consumption skews younger, with 56% of listeners under 44. Additionally, 28% of Spaniards report increased podcast listening over the past year.
Data confirms podcasting’s firm grip on the entertainment landscape. According to the 2nd report by the iVoox Observatory on Spanish podcasting, history reigns supreme, topping the most-listened-to topics chart. Mystery, politics and economics, humour, and football are closely behind. When it comes to format, listeners gravitate towards talks (59.76%), interviews (46.08%), and narrative/documentaries (43.67%).
The podcast boom has spurred the creation of dedicated platforms like Podimo. These platforms capitalise on the success of many influencers by offering them a space to convert their work into engaging audio experiences. “At Podimo,” says Isabel Salazar, Country Manager, “we don’t talk about influencers; we talk about content creators and their talents. We’re a communication platform where everyone can find something that interests them.”
Salazar highlights Podimo’s role in empowering creators: “We’ve given a voice to many creators who didn’t have a platform before – feminist voices, collectives, experts in various fields. We provide them with the space to connect with their audience in a meaningful way.”
Undoubtedly, podcasts offer a refuge in a world with shrinking attention spans (barely 3 seconds, according to some studies). Beyond that, they boast higher loyalty rates than traditional radio. A BBC World Service study found that podcast engagement was 47% higher than radio and 27% higher than television.
This high engagement rate aligns with Isabel Salazar’s observation about the intimacy of audio content. “Audio fosters a close connection,” she explains. “Listeners typically engage with podcasts individually, creating a more personal experience.”
This sense of intimacy makes podcasts fertile ground for brand partnerships. Some shows, like the Premios Ondas award-winning “Poco se habla” by Ana Brito and Xuso Jones, already boast thousands of loyal listeners. “There’s a greater respect for how creators communicate brands to their audience,” says Ana Brito. “Brands understand the importance of aligning with our communication style, leading to a seamless collaboration between the brand and the entire team.”
