Source: www.insideradio.com, July 2022

As Nielsen data shows radio retaining its dominance as the top reach medium, it shares the menu of audio content with audio streaming services and podcasts. Together, they attract a more diverse audience to audio media to the benefit of all of them.

Multiple sources have reported on the rapid growth in the popularity of podcasts. A Q1 2022 survey from My Code, a multicultural data analytics company, found 58% of multicultural audiences are monthly podcast listeners and Latinx Americans were 12% more likely to be monthly listeners among multicultural consumers.

Analysis of data from five representative 2021 consumer/market surveys conducted by The Media Audit reveals the diversity of podcast listeners within the Latinx American population. Of immediate interest is the average age of Latinx American adults who listened to podcasts for 60 to 179 minutes during an average day was 35.1.

The average household income of all Latinx Americans who spend a medium amount of time listening to podcasts was $63,600, which puts them in the broad middle-income bracket where most consumer dollars are spent. The Media Audit data, however, shows those with incomes of $150,000 or more over-indexed the most at 117, but those with incomes of $50,000 or less and $75,000 to $99,999 also over-indexed at 110 each.

The tables below reinforce how attracted young Latinx Americans are to podcasts. First, Gen Zers over-indexed the most at 196 by generation. Second, those who are married, younger than 35 and have no children over-indexed the most at 236 by “stage in life.”

Another nuance crucial for advertisers discovered in The Media Audit data is Latinx American adults who identify as members of the LGBT+ community over-indexed in all five representative markets and at an average of 196.

The Media Audit’s “stage in life” categories provide an even more insightful look at the Latinx American podcast listener. Not only does it show the strength of 60 to 179 minutes of podcast listening during an average day among young adults, but also Latinx American adults with children at home of any age over-indexed for podcast listening.

As consumer audiences are attracted to an ever-increasing choice of audio content, it can become more challenging for advertisers to identify and target these diverse sub-audiences. Latinx American consumers are mainstream consumers, the Media Audit says, and savvy advertisers who engage with them are reaping the rewards of a stronger relationship.