Post by sumaiyasumi8855 on Oct 30, 2024 5:59:04 GMT
Podcast consumption is an established trend in Spain, one of the Western countries where this type of content is most listened to. The growing popularity of this format, as well as the low cost of production and distribution, make it an ideal tool to boost our pharma and health marketing campaigns .
The podcast , a consolidated trend in 2022
According to the Digital News Report Spain 2022 , prepared by the University of Navarra and the Reuters Institute, our country is one of the Western countries where the most bulk sms marketing podcasts are consumed: up to 41% of Internet users listen to one or more each month , five percentage points above the average. What's more, according to a study prepared by IAB , podcasts are the third most listened to digital audio format in our country, only above music and radio.
Likewise, according to the 2022 Podcast Observatory prepared by the iVoox platform, which analyses the consumption of podcasts in Spanish, listening time has doubled compared to the previous year, reaching 9.5 hours and 4.1 episodes on average per week.
Age profile
Millennials , young people born after 1980 (27-39 years old), are the biggest podcast consumers in Spain . They are followed by Generation Z (18-26 years old). Likewise, podcast listening has also gained ground this year in the age range from 40 to 51 (Generation X), while it declines from 55 onwards (the so-called Baby Boomers ).
Difference by gender
According to the Digital News Report, men (46%) listen to more podcasts than women (36%) in Spain. This figure is similar to that of the iVoox study, which, by collecting the total number of podcasts consumed in Spanish regardless of the country from which they are listened to, reflects an increase in the figure of up to 58% of men compared to 42% of women.
Most listened to topics
Likewise, as revealed by the Digital News Report Spain 2022 study prepared by the Reuters Institute and the University of Navarra, Spaniards show a preference for podcasts on specialized topics (16%) and lifestyle (13%) , which cover health and self-care.
So, let's summarize the podcasts in numbers:
41% of Internet users listen to at least one a month.
Up to 9.5 hours of listening and 4.1 episodes per week on average
Millennials are the ones who listen to podcasts the most .
Most listened to: specialized topics (16%) and lifestyle topics (13%).
More men (46%) than women (36%)
Infographic on podcast consumption habits in Spain / iVoox Observatory.Source: iVoox (Report on podcast consumption in Spanish)
Knowing this data can help us better segment our campaigns and allow us to easily reach our target audience.
Health, one of the most listened to topics in podcasts
The effects of the coronavirus pandemic are countless. In fact, it is very likely that some of them have not yet been identified. Among those that we can already observe, there is the increase in the consumption of content related to health and well-being. According to the Digital News Report, this is the most in-demand category in podcasts , a figure that coincides with the top 5 most listened to songs on Spotify in 2022 , in which 'Health and well-being' leads the podium.
2 of the 3 most listened to podcasts on Spotify Spain are about mental health.
The platform's statistics reflect that programs in this category experienced a 116% growth worldwide between March 2020 and March 2021 . The correlation is more than evident. Following the events experienced, concern about self-care and mental health has skyrocketed. And all of this, from the comfort and safety of the home that the podcast format offers . In fact, two of the three most listened to programs on Spotify Spain this year address this topic: 'El Podcast de Marian Rojas Estapé' and 'Entiende tu mente'.
The top 5 most relevant health podcasts in Spain
We have already seen that of the five most listened to podcasts in Spain in 2022, two of them are related to mental health. But they are not the only ones, the category has dozens of proposals that are among the public's favorites. Let's see which are the 5 most consumed health programs:
1. Marian Rojas Estapé's podcast
A clear example of the impact this format has on pharma is Marian Rojas Estapé's podcast . This Spanish psychologist and writer has become a national phenomenon after the publication of her latest books and the launch of her podcast on mental health, which is already the second most listened to podcast globally in Spain.
2. Understand your mind
This psychology podcast explains in an entertaining way how the human mind works and gives us some tips to deal with certain situations that we usually find difficult to cope with. It is currently in the top 3 of the most listened to podcasts globally in Spain.
3. Maria Mitre's podcast
The author of the blog thebeautymail.es offers weekly interviews with experts in cosmetics, nutrition, fitness and well-being to offer her audience information about the world of beauty and health.
The podcast , a consolidated trend in 2022
According to the Digital News Report Spain 2022 , prepared by the University of Navarra and the Reuters Institute, our country is one of the Western countries where the most bulk sms marketing podcasts are consumed: up to 41% of Internet users listen to one or more each month , five percentage points above the average. What's more, according to a study prepared by IAB , podcasts are the third most listened to digital audio format in our country, only above music and radio.
Likewise, according to the 2022 Podcast Observatory prepared by the iVoox platform, which analyses the consumption of podcasts in Spanish, listening time has doubled compared to the previous year, reaching 9.5 hours and 4.1 episodes on average per week.
Age profile
Millennials , young people born after 1980 (27-39 years old), are the biggest podcast consumers in Spain . They are followed by Generation Z (18-26 years old). Likewise, podcast listening has also gained ground this year in the age range from 40 to 51 (Generation X), while it declines from 55 onwards (the so-called Baby Boomers ).
Difference by gender
According to the Digital News Report, men (46%) listen to more podcasts than women (36%) in Spain. This figure is similar to that of the iVoox study, which, by collecting the total number of podcasts consumed in Spanish regardless of the country from which they are listened to, reflects an increase in the figure of up to 58% of men compared to 42% of women.
Most listened to topics
Likewise, as revealed by the Digital News Report Spain 2022 study prepared by the Reuters Institute and the University of Navarra, Spaniards show a preference for podcasts on specialized topics (16%) and lifestyle (13%) , which cover health and self-care.
So, let's summarize the podcasts in numbers:
41% of Internet users listen to at least one a month.
Up to 9.5 hours of listening and 4.1 episodes per week on average
Millennials are the ones who listen to podcasts the most .
Most listened to: specialized topics (16%) and lifestyle topics (13%).
More men (46%) than women (36%)
Infographic on podcast consumption habits in Spain / iVoox Observatory.Source: iVoox (Report on podcast consumption in Spanish)
Knowing this data can help us better segment our campaigns and allow us to easily reach our target audience.
Health, one of the most listened to topics in podcasts
The effects of the coronavirus pandemic are countless. In fact, it is very likely that some of them have not yet been identified. Among those that we can already observe, there is the increase in the consumption of content related to health and well-being. According to the Digital News Report, this is the most in-demand category in podcasts , a figure that coincides with the top 5 most listened to songs on Spotify in 2022 , in which 'Health and well-being' leads the podium.
2 of the 3 most listened to podcasts on Spotify Spain are about mental health.
The platform's statistics reflect that programs in this category experienced a 116% growth worldwide between March 2020 and March 2021 . The correlation is more than evident. Following the events experienced, concern about self-care and mental health has skyrocketed. And all of this, from the comfort and safety of the home that the podcast format offers . In fact, two of the three most listened to programs on Spotify Spain this year address this topic: 'El Podcast de Marian Rojas Estapé' and 'Entiende tu mente'.
The top 5 most relevant health podcasts in Spain
We have already seen that of the five most listened to podcasts in Spain in 2022, two of them are related to mental health. But they are not the only ones, the category has dozens of proposals that are among the public's favorites. Let's see which are the 5 most consumed health programs:
1. Marian Rojas Estapé's podcast
A clear example of the impact this format has on pharma is Marian Rojas Estapé's podcast . This Spanish psychologist and writer has become a national phenomenon after the publication of her latest books and the launch of her podcast on mental health, which is already the second most listened to podcast globally in Spain.
2. Understand your mind
This psychology podcast explains in an entertaining way how the human mind works and gives us some tips to deal with certain situations that we usually find difficult to cope with. It is currently in the top 3 of the most listened to podcasts globally in Spain.
3. Maria Mitre's podcast
The author of the blog thebeautymail.es offers weekly interviews with experts in cosmetics, nutrition, fitness and well-being to offer her audience information about the world of beauty and health.