[eMarketer] Podcast listener growth spurs demand for multilingual content

Podcast adoption is rising, and demand for non-English content is rising alongside it.

In the US, companies such as iHeartMedia, Vice Media Group, and Tinkercast are producing podcasts in non-English languages to tap an increasing international listener base.

US bilingual and bicultural digital media platform MundoNow this summer announced the launch of a podcast network called Óyenos Audio to cater mainly to the Hispanic market.

The racial makeup of monthly podcast listeners in the US is almost identical to the spread of the population, according to Edison Research data.

The eMarketer US podcasting advertising report identifies other changes among podcast listeners.

Large advertisers and media companies are becoming more active in podcasts, seeing them as a tool to build brand awareness.

US podcast ad spending is expected to top $2 billion next year. YouTube, Spotify, and Apple Podcasts are the leading platforms among US adults who listen to 5 hours or more of podcasts each week, but other companies including Twitter and iHeartMedia see growth opportunities.

Read the full eMarketer article here

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