Future Tech
When it comes to podcast listeners, Brazil could be leading the world
While podcasts may have conquered the world, Brazil seems to have a particular passion for this media format. From the United States to Sweden to France, podcast listening has boomed since the pandemic, but particularly in Brazil, it seems.
Who are the biggest consumers of podcasts? Answers to this question differ. While the United States is often cited as the most popular country for this audio format, a study conducted by Hootsuite and We Are Social sees Brazil top the list of countries with the highest percentage of Internet users aged 16 to 64 who listen to podcasts each week.
Indeed, in Brazil, some 39% of Internet users aged 16 to 64 listen to podcasts every week, according to an analysis conducted in April 2022. This puts Brazil far ahead of the world average of 20.3%.
According to the study, 81.3% of the Brazilian population uses the Internet. Brazil is also second in the list of countries where Internet users use their cellphones the most to go online, at 97%.
When it comes to listening to podcasts, the United States takes seventh place in this study, with 24.1% of its Internet users listening to podcasts every week. France is at the bottom of the list, in 41st place with 13.2%.
Overall, 16-24 year olds are the biggest consumers of podcasts, especially women, at 24% compared to 22% for men. Only men aged 35-44 are ahead of women for their generational category.
In 2021, the Global Podcast Listener Forecast was already foretelling the scale of this podcast trend in Brazil, reporting an estimated 39.2 million podcast listeners in the country. This success has also been observed by Statista.
According to a global survey of 1,000 to 5,700 participants per country in September 2021, more than 40% of Brazilians reported listening to at least one podcast in the past 12 months. For Sweden, this reached 47%.
- AFP
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