Overview

• Research cited in the coverage projects the podcast market at more than $250 billion in 2024 and nearing $480 billion by 2027, according to Golman Sanchs.
• Latin America is flagged as a key growth engine, with Brazil at about 56 million listeners, Mexico near 30 million and Argentina above 10 million.
• Spotify’s current top podcasts in Mexico are Relatos de la noche, La Cotorrisa, Countdown To, Extra Anormal and Leyendas Legendarias.
• In Peru, 20% of internet users listened to a podcast in the past 30 days, with 40% accessing on smartphones or tablets and 27% on laptops or desktop computers.
• Audience behavior signals strong advertising potential, as 61% report paying more attention to ads on trusted sites and 58% say online ads help them discover new content or products.