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LATEST NEWS
🎧 6 out of 10 Hispanics in the U.S. consume podcasts monthly
That's what the data from part 1 of The Podcast Landscape 2026 tells us, the annual study by Sounds Profitable and Signal Hill Insights, which surveyed 5,473 adults in the United States in August. Hispanics are 18% of the adult population, but 21% of monthly podcast consumers. No other group is so overrepresented. In the general population, monthly consumption is 55%, a figure that has barely moved since 2024. The report found that:
74% of adults in the US have consumed a podcast, with 55% in the last month and 39% in the last week
44% of consumers watched a video podcast last week. Only 17% expect a podcast to be audio only
YouTube is the main platform for 40%. Netflix, in its first year with podcasts, is already the third most used for consumption, ahead of Apple Podcasts
Only 15% use native podcast apps as their main platform (19% in 2025), and Apple Podcasts fell from 11% to 8%
Why it matters: The data keeps telling us that consumption in the United States is huge and we Hispanics are right in the middle of it all. Also, for this audience, video and YouTube are already part of the definition of a podcast.
Now in Spain, the numbers tell us another story…
🏆 Record number of listeners in Spain
That's what NielsenIQ's study Podcasts: Hábitos y Tendencias en España 2026, made for Audible, found. That's 15.8 million listeners, 600 thousand more than in 2025, for growth of 4%, and 9% since 2024. There were more than 1,503 interviews for a representative sample of Spain. They also found that:
61% listen at least once a week, for an average of 33.7 minutes, two more than the previous year
People listen more at home (82%) than out and about (52%).
Social media is the main way to discover new podcasts (58%), ahead of recommendations from friends and family (37%)
Why it matters: While the Sounds Profitable report shows stagnant reach since 2024 in the United States, in Spain the audience keeps growing. The studies measure differently, but the trend is clear. If you have an audience in Spain, these findings (and the next one we'll discuss) are very important.
🎓 In Spain, people listen to podcasts to learn
That's what the 5th Observatorio iVoox 2026 found, made together with Publiespaña. They surveyed 3,164 podcast listeners in Spain and 53 professionals from agencies and advertisers. The profile is of a veteran listener who is a big podcast fan. Seven out of 10 listen daily and 3 out of 4 have been listening for more than three years. The report found that:
62% listen to learn, and 81% use podcasts to understand a topic in depth. What they value most in the creator is their personality (66%), their experience and own judgment (61%)
Listening is chosen. 83% actively search for the episodes they want to hear, and only 1% let recommendation algorithms guide them
Besides iVoox, they listen on YouTube (56%) and Spotify (55%)
58% don't watch video podcasts and 64% prefer audio only. Barely 3% prefer video only
What does this tell us?: In Spain, a podcast that teaches something has an audience looking for it. And since those people search actively, make sure your titles and descriptions clearly say what each episode is about.
🍎Apple Podcasts will stop offering curated content by country
A Podnews report this week warns that Apple Podcasts will stop offering editorial content curated specifically by region and replace it with an algorithm. This curation made sure users could easily access local content and was one of Apple Podcasts' best features. Even with tests and proof from different users and producers, Apple Podcasts told Podnews that the company's editorial approach will continue.
Why it matters: Instead of relying on a team of regional human editors, we'll now have to wait for the algorithm to decide that our podcast is interesting enough to share to an audience.
🤖 Was it all a publicity stunt?
In an exclusive interview on Dusty Weiss's podcast Lead Ballon, Jeanine Wright said that part of the publicity she and her company Inception Point AI received was “a publicity strategy to generate attention.” Wright says she never lied, that she was attacked more than other male executives working at the frontier of Artificial Intelligence, and that she is proud of her work. The company has now changed its name to Liquid Studios and will apparently use the technology they developed to transform existing content.
AROUND THE INDUSTRY
The National Library of Spain started a digital preservation project for podcasts in Spanish, collecting 176 titles and 17 thousand episodes. This marks a recognition of the podcast as a format of cultural importance and a testament to society. More governments and entities should imitate this.
Latinas In Podcasting launches El Maratón de Podcasting, its third annual summit and the first one audio-only. There will be 8 sessions for podcasters who have already passed 50 or 100 episodes, and they will discuss how to get money without sponsors and how to get AI searches to recommend your show. It's released October 20 as a private podcast and costs $45
CLASSIFIEDS
Check out our episode 100 with the great Pepa Baker! (with English subtitles)
TIPS, TRICKS AND STRATEGIES
🏡 Two podcasts support an entire family
On her Threads, Amye Earcher shared how her podcasts Little Miss Recap and Murder She Watched support her entire family, including two daughters in college. Amye started in 2023 doing reality show recaps. After losing her job, she dedicated herself full time to the podcast for 6 months, and then her husband also left his job to become her editor and producer. Amye shared some points she says are what led her to success:
Be a fan of your niche: Amye is still a fan of other recap podcasts, and this helps her obsess over the listener experience
Surround yourself with talent: Amye highlights her cohosts, their importance and also the importance of sharing the podcast’s vision
Be honest with the audience: her audience knows their support sustains her entire family. Amye does not choose sponsors that go against her values
📉Why isn't your podcast growing?
Writing for the Wildfire Creative blog, Tammy Munson shares a quick diagnosis for when your podcast seems to be stuck. According to her, “my podcast isn't growing” means that people don't find you, or find you but don't stay. She proposes this test to know which one affects you:
Hand your phone with your podcast to someone who has never heard it, without telling them anything
After 10 seconds, ask them: who is this for?, what would you get out of listening to it? and which episode would you play first?
Write down the answers
If they answer without hesitating, your page works. If they can't, you know where to start fixing
After fixing this, you need to attract people. Tammy recommends promoting the problem you solve. Not a post with “new episode” and the artwork. The problem you solve is what catches the attention of a new listener. You can read more about this strategy here.
Does your audience know how they can support you?
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