How podcast penetration differs worldwide

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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.

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.

More like this:

• Report: Global Podcast Listener Forecast 2022–2026
• Article: What’s the sweet spot for podcast ad frequency?
• Article: TikTok is going after podcasting—and it’s all YouTube’s fault

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.