Next Wednesday, September 30, the International Podcast Day will take place one more year , which aims to publicize the influence of the podcast in the transmission of knowledge and entertainment. This format has grown considerably in its number of followers, in fact, it is currently listened to by nearly 1,000 million people around the world , with Spain being one of the countries that has one of the highest rates of listening growth worldwide. Growth of up to 30% every year According to a report by the consulting firm Deloitte, the annual growth rate of podcasting will be between 25% and 30% in the next 5 years. Specifically, this year the global podcasting market is estimated to exceed $ 1.1 billion in 2020 for the first time in its short but intense corporate history , thanks to revenue from advertising.
Despite the fact that COVID-19 has slowed ad spend by 25%, and several studies indicate that the volume of advertising recruitment will not return until 2023, the forecast for podcast growth remains at 30% year-on-year in the next 5 years , reaching $ 3.3 billion in 2025, thanks to income derived from podcast subscription platforms. Curiously, this growth will not be led by the Anglo-Saxon audio markets (with the United States and the United Kingdom as benchmarks), but by emerging markets: Asia Pacific, Latin America and China, which will drive 70% of the global growth of the content market of audio (music, podcasts and audiobooks) between 2020 and 2030, through revenue derived from subscription platforms rather than advertising revenue. Science podcasts on the rise According to the Listen Notes podcast directory and search engine, there are currently about 1.4 million podcasts that bring together about 75 million episodes in more than 100 languages.
Regarding the language of podcasts, English continues to be predominant with an offer of more than 900,000 podcasts, followed by Spanish, with nearly 100,000. The difference is marked by the maturity of the podcasting industry in the Anglo-Saxon markets, although the audio content in Spanish and Portuguese has not stopped growing for months. According to the study published by Art19, everything seems to indicate that this year will be the first time that podcasts produced in other languages, such as Spanish and Portuguese, surpass podcasts produced in English. When it comes to choosing the themes, in recent months in Spain listeners to science podcasts have increased , followed by health and sports, and political news . Culture and society podcasts complete the Top 5 , and finally comedy podcasts . Spain, at the forefront of the growth of eavesdropping According to the latest VoxNest report, podcast listeners in Spanish have grown 94% during the first half of the year, and 41% of Spaniards have listened to content in podcast format during the last month , being the country with the highest proportion of you listen to from all over the world, as the Reuters Institute claims.
The Top 5 is completed by Ireland (40%), Sweden (36%), Norway (36%) and the United States (36%). “Podcasts, like the rest of streaming services for TV series or audiobooks, have a brilliant adoption rate, especially in Europe,” says Javier Celaya, head of Podimo in the Spanish markets. “It is only a matter of time before what platforms such as Netflix, Movistar or HBO have achieved, is extrapolated to podcast platforms and they become one more entertainment or information resource for users.” In this context, Podimo , the unlimited streaming platform for podcasts and audiobooks, which launched its Premium service with 120 exclusive podcasts per month on September 15, has prepared an infographic to celebrate this day and provide a series of contextual data on a sector that has more and more followers.