Podcast consumption in Spain has skyrocketed by more than 30% in the last year, according to Spotify

Podcast consumption has grown by more than 30% in the last year in Spain that, with the video podcast as the star format, It is already among the five European countries that listen to the most podcasts. This is revealed by the data presented by Spotify in ‘Next in Podcast’ the event organized by the streaming audio company, the first dedicated to the world of podcasts in Spain, in which content creators and relevant industry agents have presented their news and analyzed the evolution of the sector.

Podcasts in Spain continue to rise and their consumption has experienced a notable increase of more than 30% in the last year. In fact, according to data provided by Spotify, one in three users of the platform in Spain already listens to podcastswhich positions the country among the top five in Europe in terms of active users and listening hours. Besides, The data also indicates that podcasts created in Spain have increased their audience by more than 40%.

Regarding the latest consumer trends, The video podcast stands out as the star format. Thus, the percentage of users who consume video podcasts on the platform have grown more than 70% in Spain in the last yearand nine out of ten users see them in the foreground. These data make Spain the second country in Europe with the highest growth rate in this format.

This trend is also observed internationally, where The consumption of video content has experienced an increase of close to 50%. ‘Generation Z’ stands out as the protagonist of this growth, with an increase of more than 130% in its consumption of content in video format during the last year.

AUDIENCE, MONETIZATION AND VIDEO

“Investment in technology is essential to ensure the listening experience is the best possible. At Spotify we want creators to own their careers and be able to make a living from it,” says Eduardo Alonso, Head of Podcast for Southern and Eastern Europe at Spotify.

Alonso has pointed out the “three fundamental pillars” of his strategy in this area. “The audience, monetization and video. We believe that it is a good time to bet on the video podcast and the audience response proves it, it has been overwhelming. In fact, currently, 12 of the ‘top 20’ of the most listened to podcasts in Spain also produce their content in video“, he highlights.

Along these lines, Federica Tremolada, general director of Spotify in Europe, points out that the fundamental basis of the company’s strategy in this area “is making the most of the potential of human creativity” to give “millions of creators the opportunity to make a living from their talent and billions of fans the opportunity to enjoy and be inspired by it.”

“With ‘Next in Podcast’, we seek to put this mission into practice, offering creators all the tools they need to thrive and better connect with their audience.while ensuring that our users enjoy the best possible experience on our platform,” he emphasizes.

‘STRETCHING THE RUIN’, A UNIQUE CROSSOVER

In ‘Next in Podcast’the first event in Spain dedicated to the world of podcasts created by Spotify in collaboration with PRISA Audio, brought together some of the most relevant agents in the industry, including Alex Benlloch (‘Nude Project Podcast’); Marian Rojas Estapé (‘The Marian Rojas Estapé Podcast’); Albanta San Román y Angela Henche (‘Keep it Tatty’); as well as RNE Audio and the production company True Story, who have shared their latest releases, their experience in the industry and their point of view regarding the future and evolution of the sector.

The event, which included various round tables to address aspects such as the power of the podcast as a speaker for social changel, new ways of consuming news o business models Regarding the podcast, it has been presented by Carolina Iglesias, comedian, scriptwriter and content creator, and has been sponsored by CUPRA, Mahou, Pernod Ricard and Hola Coffee.

The finishing touch to ‘Next in Podcast’ was provided by Carolina Iglesias, Victoria Martín, Ignasi Taltavull and Tomás Fuentes, who made attendees enjoy a live podcast: ‘Stretching the Ruin’, a unique live ‘crossover’ between the creators of ‘La Ruina’ and ‘Estirando el chicle’, presented by Laura Márquez, screenwriter of the latter.

Besides, Spotify has presented its new program RADAR Creatorswhich fosters the growth of emerging audio and video creators. The program launched in 2023 as RADAR for Podcasters and is an extension of the RADAR for Artists program. Thus, RADAR Creators offers a set of marketing, promotional and editorial tools to drive the growth of creators and foster the next generation of true Spotify ambassadors. ‘ConPdePodcast’, ‘The Dark Chronicle’, ‘The Authentic Ladies of the List Street’, ‘Your psychologist friend’ and ‘Sobran Las Palabras Podcast’ are the five podcasts that are part of RADAR Creators this year.

AVALANCHE OF NEWS

In ‘Next in Podcast’ Some of the new features that will be released in Spain and that will be available in the Spotify podcast catalog have been presented. So, HURRY has presented the main news of the 2024-2025 season of Podium Podcast, SER Podcast and El País Audio. Among them, ‘Sea of ​​Rage’ stands out, which will be released this Friday, October 4, and is the first sound documentary from the European WePod project led by Prisa Audio. Likewise, the company will launch a podcast that pays tribute to Jesús Quintero, a new sound fiction about Manolito Gafotas or a work written by Juan Mayorga and starring Georgina Amorós, among other projects.

PRISA will also premiere new seasons of such successful projects as ‘A solas con Vicky Martín Berrocal’, ‘Stretching the gum’, ‘No one knows anything’, ‘We will come out better’, ‘Titania’, ‘Poco sespeaking!’, ‘Sin control’ ‘, ‘Criminopathy’, ‘Felipe’s daughters’, ‘Sastre and Maldonado’, ‘The idiot’s dinner’, ‘Life in check’, ‘All about your mother’ or ‘Arsenic caviar’, among others.

For its part, RNE Audio has announced other great premieres that will be released: ‘ Así Somos’, a podcast with Molo Cebrián, and the new season of ‘Mañana Más’, with Ángel Carmona. In addition to new chapters of ‘Hey!’, a podcast about Julio Iglesias to “talk about other things.” And ‘Abogadas’, a podcast spin-off of the RTVE television series, where Inés Hernand talks with the protagonist lawyers of the series: Manuela Carmena, Cristina Almeida and Paca Sauquillo.

Besides, Marían Rojas Estapé has been present on Next in Podcast to present the new season of ‘El Podcast de Marian Rojas Estapé’, about how to reconnect with ourselves and regain the attention we have lost. Likewise, the ‘Nude Project’ podcast has also started its new season, and has highlighted the importance of creating a brand identity, beyond a product, using new forms of communication, one of the pillars of its success. Likewise, Albanta San Román and Ángela Henche, from ‘Keep it Cutre’, are launching a new season and have taken the opportunity at the event to talk about the beginnings of their podcast and the great growth it has experienced.

Other projects that will soon be released are the new season of ‘Real Facts’, the podcast produced by True Story, of which some of the episodes of the first season will be published in different languages. Also ‘Mystery in…’, the first True Story franchise born from the now legendary podcast ‘Mystery in La Moraleja’. Finally, ‘La Bala Mágica’, a fictional thriller with actors such as Irene Escolar, Silvia Abascar, Roberto Álama and Carlos Peguer, which will be released on October 17.