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In recent years there has been an exponential growth in the production of podcast.
According to the latest Spotify quarterly report, active users continued to increase with an all-time high during the period.
This is due to the flexible formats of digital publications and the specialization of the topics.
In a world dominated by the expansion and consumption of the image, it is rare to speak of the success of podcast and about the second chance that the audio has been given. In Mexico alone, monthly views reached 22 million in 2020 and is expected to grow to 42.8 million in 2024. According to a study by Statista, podcast consumption in the country will increase to 31.5 million consumers in 2022 and will grow to 42 million listeners in 2024. Therefore, it is necessary to know the importance of podcasting.
But what is the reason for this success? According to Human Connections Media, podcasts are digital publications that are made periodically, in audio or video, that can be streamed or downloaded to be listened to at any time.
According to experts, it will be the new and best way to publish what you want to do to create content, since it has an ideal duration of between 20 to 45 minutes and contains a variety of specialized topics. So far, the most popular genres are, society and culture, business, comedy, news, and politics and health.
A little context to understand the importance of podcasts
According to the Podcast Audience Growth Rate, in Latin America, Chile, Argentina, Peru and Mexico are the countries that have the highest growth rate for Podcast consumption and at a global level, Mexico’s growth rate is 47.84 percent.
Human Connections Media data states that most people who listen to audio programs have recognized that they are not doing so as a substitute for radio, but as a substitute for YouTube.
Currently there are various formats of podcast like the monologue that is used when you are an expert on a topic or you want to transmit knowledge; interview, host asks questions and storms the discussion and guests are experts on the topics of discussion; narrative, combines the interview format and the monologue; multi-host, they are busy when you want to have multiple opinions and exchange stories, as well as enrich the topic and avoid silences; round table, it is similar to the interview format, but with several guests giving their points of view, while the host acts as moderator and documentary, incorporates the narrative format and takes more production time.
Who consumes podcast in Mexico?
The country has established itself as a country of Podcasters. According to a 2020 poll conducted by Cast, almost 30 percent of Mexicans listen to podcast more than once a week.
Mexicans like podcast based on real events in 52.46 percent, journalistic or investigative in 48.12 percent, interviews in 42.05 percent, science and medicine in 40.15 percent and understanding, such as series, criminals, comedy, fiction and drama by 32.2 percent.
The podcasting is a tool that has begun to emerge in the coming years and is innovating the universe of digital trends and represents an alternative to reach new audiences.
It is a fact that the industry will continue to grow in the coming years, according to Spotify’s third quarter 2021 results, monthly active podcast users continued to increase, accelerating the second quarter trend. The participation of podcast in the total consumption of hours on the platform reached a historical maximum during the quarter.
Mexico has positioned itself as the second largest market for the sector in Latin America, behind Brazil, according to the study “The Entertainment and Media industry is reconfigured”, prepared by PwC Mexico. The importance of podcasting it lies in its flexible formats and specialized topics.
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