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Podcasting, Seriously Newsletter from LWC Studios
Curated and written by Manuela Bedoya

August 19, 2022

Top Takeaways From the Latino Podcast Listener Report 

On Tuesday, Edison Research published the third annual Latino Podcast Listener Report following a webinar on the latest trends. The study reveals important insights about U.S. Latino podcast listeners 18+ when it comes to podcast consumption, discovery, listening habits, advertising affinity, video and more. Huge thanks to Edison Research, and to our partner sponsors Adonde Media, Libsyn, PRX, and SXM Media.
“The Latino podcast audience is maturing. […] Latinos are discovering podcasts, and are actively listening," says Gabriel Soto, Senior Director of Research at Edison Research, and one of the webinar's presenters. In addition to championing the study from the onset, we believe the data represents an opportunity for brands, sponsors, and creators alike to reach the Latino market, the nation's fastest-growing segment. Scroll down for our top highlights from this year's study.

Download the full report in English and Spanish and watch a replay of the webinar. Follow Edison Research on Twitter for more.
→ 59% of U.S. Latinos 18+ have ever listened to a podcast. The highest since the study's inception.
Credit: Edison Research
The number of Latinos listening to podcasts continues to grow year-over-year. In addition, 34% of U.S. Latino adults are monthly podcast listeners. That's about 15 million people.
→ 47% of U.S. Latino monthly podcast listeners are women. The highest number since the study began.
Credit: Edison Research
Research shows Latinas drive consumer choices and preferences, are socially and culturally engaged, and are often the primary decision-makers in their households.
→ 17% of U.S. Latino monthly podcast listeners identify as LGBTQ+.
Credit: Edison Research
A new metric for this year’s study that we’re excited to see as the industry continues to push for more inclusive content. While only 11% of Latino adults in the U.S. said they identify as LGBTQ+ (Gallup), podcast listeners prove to be more diverse.
→ 76% of U.S. Latino monthly podcast listeners have listened to a podcast with video while actively watching. 
Credit: Edison Research
78% have ever listened to podcast with video, and 8% listen exclusively to podcasts with video. In addition, YouTube is popular among Latino listeners. 43% of monthly podcast listeners who have listened to podcasts with video say they regularly use YouTube to watch and discover content, and that’s why they also use it for podcasts.
→ Latino podcast listeners crave variety in content, including topics and perspectives, across genres and languages.
Credit: Edison Research
The majority (54%) of Latino monthly podcast listeners said the topic was what initially attracted them to the first podcast they listened to.
→ 66% of Latino monthly podcast listeners have recommended a product to their peers as a result of hearing a sponsorship or ad on a podcast they regularly listen to. 55% purchased the product or service after hearing the ad.
Credit: Edison Research
Latino podcast listeners have an affinity for ads. 74% have recommended a product to a friend or family member as a result of hearing a sponsorship or ad on a podcast with a Latino host.

What We're Into 

  • The Black Podcasters Association is hosting their first Summer Social tomorrow, 8/20 in Brooklyn, NY. (I'll be there!) Join Anthony Frasier, CEO & Founder of ABF Creative, for a special fireside chat, plus open bar, food, and networking opportunities. There's still tickets left! Use code PODNJ for 20% off.
  • Ashley Carman's new newsletter is out. Soundbite's first edition covers talks of a new podcast deal for Oprah, Apple's partnership with Futuro Studios, and QCODE's expansion into the chat show genre.
  • Be a guest on How to Talk to [Mami and Papi] about Anything! If you're an adult child of immigrants, or first-gen, we want to hear about your experience having difficult conversations across cultural and generational lines. A full list of episodes can be found here. Please contact our producer Virginia Lora to be featured on the show.
  • Apple has launched two new charts for subscription podcasts: Top Subscriber Shows and Top Subscriber Channels. They will include shows that offer paid content such as bonus episodes, ad-free listening and more. Zach Kahn at Apple tells The Verge the rankings will be based "on a mix of listener engagement, follows, and completion rate."

What We're Listening To 

From Us: Former Telemundo on-air reporter Claudia Forestieri joins Alicia Menendez to talk about her pivot to scripted television, redefining her definition of success, and creating Gordita Chronicles on HBO Max. A series telling the story of Claudia's experience as a young Dominican growing up in 80’s Miami after her family immigrates from Santo Domingo. Listen on the latest episode of Latina to Latina.
From Other Folks: Get a peak into the crimes, scams and absurdly bad behavior within the book world in Missing Pages, an all-new investigative podcast from The Podglomerate. Every week, literary critic and publishing insider Bethanne Patrick spills the tea on some of the most famous (and infamous) book figures. Its debut episode focuses on the story of 19-year-old Kaavya Viswanathan who had it all, from a Harvard admission to a six-figure book deal. But by the end of the year, she was on a national television apology tour. 

Podcasting, Seriously at Home 

Podcasting, Seriously at Home
Access our on-demand collection. Easy-to-watch, online webinars featuring in-depth presentations covering a full range of podcasting skills, from launch, production, growth and more.

Our Sponsors 

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We're on a mission with AIR, Pacific Content, AcastTriton Digital, and Sounds Profitable to support BIPOC and LGBTQ+ independent audio creators in submitting work to awards and receiving education and training in the U.S., U.K., Canada, and Australia. Applications accepted year-round. Learn more about the Podcasting, Seriously Awards Fund, apply, and support.

Overheard on Podcasting, Seriously Live 

This week we welcome Ana Flores, Founder and CEO, and Vanessa Santos, Partner and Co-CEO of #WeAllGrow Latina, the largest and most established community of Latinas online, for a discuss on building a strong engaged community. Some takeaways are:

  • You should survey your audience and think of them as collaborators to understand who they are, what they value, and what content is relevant to them.
  • As you begin to foster your community, start with a purpose in mind and stay true to your mission. "The purpose of the original vision that you have is what's going to take you through as you continue to evolve...every community starts with a deep purpose, and it will be continuously driven by it," Ana notes.
  • It's important to be intentional and build with patience in order to reach the right people. "We're very clear and intentional on how we approach and how we communicate in our tone of voice through each platform. It is very inclusive, it is very safe, it is very diverse," Vanessa says.
  • Focus on your target audience and bringing like-minded people together who find value in your content, instead if trying to appeal to everyone. "We take a very holistic approach when it comes to our engagement and growing and building a community. We know that we are not going to be for everyone, nor do we want to be. And that's what creates such an engaged, trusting community. Because they know that they can come to us for joy, for information, for guidance, for support, for belonging," says Vanessa.
Podcasting, Seriously on Twitter SpacesJoin the conversation! Stop by Podcasting, Seriously Live every Wednesday at 4pm ET on Twitter Spaces. Learn more about Spaces and follow us at @LWCStudios to join the chat! Check out upcoming sessions.
Podcasting, Seriously Live on Twitter Spaces, Photo Credit: Isabella Reyes-Klein
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Upcoming Workshops 

Summer 2022 Webinar Series

Creator Spotlight 

Let us know who we should feature next! We highlight creatives working in the podcasting industry and would love to feature you — yes you! Send us an email with your name, headshot, and a short bio to be included in an upcoming edition.

Community Offers 

Cool stuff our podcast friends want to give us! If you have a community offer, please email us.
  • Use promo code "seriously" at checkout to receive $40 (or one month) off on SquadCast.
  • Receive 50% off your first two months on Simplecast by following this link and entering code ONSIMPLECAST.
  • Use promo code “buzzsprout” for 50% off your Riverside subscription when you sign up for a new account.

Thanks for the Love 



Podcasting Legal 101
August 27, 1-2pm ET

Elements of an Impactful Short-Form Audio
September 17, 1-2pm ET



Join us every Wednesday at 4pm ET on Twitter Spaces as we get into all things podcasting. Follow us at @LWCStudios to join the chat!
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