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How podcast penetration differs worldwide

Article by Sara Lebow  |  Nov 18, 2022
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How podcast penetration differs worldwide
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Worldwide

For more insights and key statistics on the biggest trends in today’s most disruptive industries, subscribe to our Chart of the Day newsletter.

More than 40% of internet users in North America will be monthly podcast listeners by the end of this year, the highest rate of any region. Western Europe and Latin America follow with nearly 30% penetration among their online populations.

Podcast Listeners Worldwide, by Region/Country, 2022-2026 (% of internet users)
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Beyond the chart: Countries with more English and Spanish speakers tend to have wider adoption, since most podcasts are in those languages. Marketers looking to reach the latter may consider investing in this channel, as podcast studios and traditional radio programmers continue adding to the global trove of Spanish-language shows.

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Methodology: Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies; the growth trajectory of major digital audio companies; historical trends; internet and mobile adoption trends; and demographic adoption trends.

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