The growth in the use of podcasts in the world is remarkable. February 2021 data from Spain, for example, they say that approximately 60 percent of online information consumers between the ages of 18 and 24 claimed to have listened to a podcast in the 30 days prior to the consultation. It is a huge percentage and a great opportunity for the future: look at the age!
Some companies and brands already know and are preparing. Vox Media, for example, owner of The Verge, advances without brake on that path: buy Hot Pod, The independent news outlet focused on the podcasting industry.
The strategy is part of an attempt to expand the offering of its technology site, publishes Variety.
The agreement, which will be officially announced this Tuesday, September 7, will determine that Hot Pod to become the first paid subscription product offered by The Verge.
Vox Media also has other sites like SB Nation, Recode, and The Cut.
“The Verge has generated a large audience in 10 years and we have never made anyone pay for anything. We are interested and excited about how this works, ”said Nilay Patel, editor of The Verge.
“We believe this is the right product and the right audience and that Hot Pod can deliver a lot of value that will be worth paying for. It’s a test. We have a lot to learn, “he added.
Vox intends to keep the subscription price for the Hod Pod at $ 7 per month and will give all subscribers to the Hot Pod podcasts a three-month subscription to New York magazine, another medium of the company’s holding company. .
Podcast in Mexico
According to a 2020 report on podcast consumption in Mexico, the number of listeners to these broadcasts, also called podescuchas, has been growing steadily, he says. Statista.
In fact, next year (2022) the number of listeners is expected to reach 31.4 million. Likewise, for 2024, a greater advance is calculated, reaching approximately 42 million podcast consumers in Mexico.
On the other hand, spending on podcast advertising in Mexico is expected to grow. The estimated figure for 2020 was about $ 19.1 million. By 2024, meanwhile, always according to Statista, this spending is expected to reach more than US $ 60 million.
La Corneta, a humorous news show hosted by Eduardo Videgaray and José Ramón San Cristóbal, was the podcast with the most downloads in Latin America in June 2021: more than 1 million weekly average downloads.