two people talking behind podcast microphones
Jun 2023 / Blog / Influencer Marketing Strategy / Responsible Influence

The best Podcasts in Spanish in 2023

Whether it's to keep up with the latest news or to learn something new, podcasts are a format that is gaining more and more followers every day. If you are looking for information on the latest trends in this format, and how to take advantage of it in your marketing strategy, you've come to the right place! Read on to resolve all your doubts about podcasting and learn about the top programs in Spain and around the world.

Key points about podcasting

  • It is estimated that there are 5 million podcasts in the world, and around 70 million episodes.
  • Worldwide podcast consumers spend an average of 15% of their time listening to audio advertising, which is an opportunity for companies to convey their key messages.
  • Find out about the most listened podcast in Spain, on a variety of topics, but also about those  for marketing specialists.

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Brief history of the evolution of the podcast format

The history of podcasts dates back to the early 2000s. At that time, Adam Curry and Dave Slusher created “Daily Source Code“, which is considered to be one of the first podcasts. However, it was not until 2004 when Ben Hammersley, a British journalist, first introduced the term “podcast” in an article for The Guardian newspaper, in which he explained how the distribution of audio files was becoming a popular way of generating content. “Podcast” comes from the words “iPod“, Apple’s popular music player, and “broadcast“, which means transmission in English.

 The RSS 2.0 file format, developed by Dave Winer, enabled the syndication of audio content, laying the groundwork for automated podcast distribution. The story continues when in August 2004, Dave Slusher, a science fiction fan, launched the first podcast called “Evil Genius Chronicles” which continues to this day.

In 2005, Apple launched iTunes with support for podcasts, making it easy to subscribe and download shows. It was this feature within such a popular platform that propelled and popularized podcasts around the world.  

As podcasts expanded, platforms and services emerged to host and distribute them. One of the main providers came in 2006 and is called Libsyn.  Along the way, famous podcasts such as Marc Maron’s interview podcast titled “WTF with Marc Maron” began to emerge. In 2014, the true crime podcast “Serial” became a phenomenon reaching 5 million downloads on iTunes.

Podcasts continued to gain traction and in 2017, Apple Podcasts surpassed 50 billion downloads and streams. Two years later, the Spotify platform acquired Anchor and Gimlet Media as part of its company strategy to expand into the podcast market. In 2020, with the advent of the COVID-19 pandemic, the number of podcast users increased considerably; in Spain, for example, the increase was 25%, as more people sought audio content to entertain themselves during confinement.

Then, in 2021, Apple launched Apple Podcasts Subscriptions, allowing content creators and influencers to offer paid subscriptions for their podcasts. This feature opened up new monetization opportunities and further strengthened the podcasting industry.

Today, the number of podcast listeners worldwide is estimated to reach 504.5 million by 2024, becoming a widely accepted and increasingly sought-after form of entertainment and media for audiences. 

Interesting statistics about podcasts in 2023

As we saw, in recent years podcasts have experienced dizzying growth, establishing themselves as a genuine and popular form of entertainment and education globally. As 2023 progresses, this format continues to captivate audiences with a wide range of exciting topics. 

However, it is not only listeners who are attracted to podcasts, but also brands, who recognize a unique opportunity to connect with new audiences and potential customers. Below we have summarized some of the most interesting statistics that may help you decide if podcasts are worth including  in your marketing strategy

Number of podcasts in the world

It is estimated that there are 5 million podcasts in the world, and around 70 million episodes. This figure allows us to understand the explosive growth of the podcast market, considering that three years ago the figure was around 600,000, according to Podcast Insights. 

Audience growth and market size

In 2021, 383.7 million Internet users listened to podcasts; this figure increased to 464.7 million in 2023. The number of podcast listeners worldwide is expected to reach 504.9 million in 2024, which would represent approximately 23.5% of Internet users.

The variety of topics and genres available on podcasts has been another key factor in audience growth. From news, education, history, comedy, mysteries, technology, health, to life stories and real-life cases, podcasts have responded to the demands of diverse audiences. 

During 2020, at the height of the pandemic, the podcast industry reported a figure of 13,529 million euros. Now in 2023, the industry is worth 21.57 billion euros and is expected to grow at a compound annual growth rate of 27.6%, reaching 142 million euros by 2030.

Profile of Spanish-language podcast listeners

Worldwide there are more than 464 million people listening to podcasts. According to Spotify, young people between 13 and 17 years old are the most important group of  podcast audiences. 

In Spain, the most regular listeners are young people between 18 and 24 years old. The figures also show that this group listens at least once a week to a podcast, confirming the growing interest in consuming audio content. 

An interesting fact for brands is that global podcast consumers spend an average of 15% of their time listening to audio advertising, which is an opportunity for companies to convey their messages and connect with thousands of listeners on these platforms.

You might be interested in: Use influencer-generated content to connect with your target audience.

Where to find the best free and paid podcasts?

There are several platforms to listen to podcasts on a variety of topics, from science and mysteries, to more in-depth topics such as psychology or mental health podcasts. The most popular tools offering the best podcasts in 2023 are:

ivoox

ivoox is a widely known platform in the world of podcasting that it is free to use. In addition to being able to upload and monitor uploaded episodes, ivoox allows you to tune in to online radio. 

iVoox has a user-friendly interface that allows you to browse through the different shows and episodes easily. You can subscribe to your favorite podcasts, create custom playlists, and bookmark episodes for later listening. This platform is available both in mobile apps for iOS and Android devices, as well as in its web version.

Soundcloud

Users of SoundCloud, a podcast and music platform, can create, share, and discover audio content. While SoundCloud is known primarily for its focus on music, it also offers a wide selection of podcasts.

SoundCloud offers monetization options for podcast creators. Creators can  choose to monetize content through ads or use the subscription feature to offer exclusive content to followers.

Apple Podcasts

Apple Podcasts is a podcast distribution platform developed by Apple Inc. Apple Podcasts encourages interaction between creators and listeners by allowing them to leave comments and ratings on podcasts. 

Regarding monetization possibilities, Apple offers the “Apple Podcasts Subscriptions” program, where listeners can subscribe to exclusive content from certain creators in exchange for a monthly or annual fee.

Google Podcast

Google Podcasts is a podcast platform that offers cross-platform access, personalized recommendations, advanced search and other useful features. Google Podcasts is available on multiple platforms, including Android, iOS and the web version. This means you can access your favorite podcasts from your cell phone, tablet, or computer.

Google Podcasts uses machine learning algorithms to provide users with personalized recommendations. It also takes into account subscriptions, playback history, and other factors to suggest new relevant podcasts.

You might be interested in: Influencer Marketing Automation: boost your campaigns by automating processes

Podimo

Podimo is a premium audio entertainment subscription service that offers users original and exclusive podcasts without advertising. The platform hosts an extensive collection of audiobooks and RSS feeds for any podcast.

This platform was founded in 2019 in Copenhagen by Morten Strunge, Nikolaj Koppel, Sverre Dueholm, Andreas Sachse and Eva Lægdsgaard, and currently operates in more than 20 countries.

Spotify

Spotify has become a leading platform for podcast distribution in the world. Spotify offers a wide variety of podcasts in different genres and topics, from news and politics to comedy, science, murder mysteries, business, sports and more. In recent years, Spotify has made exclusive deals with famous podcast creators, which means that some shows are only available on its platform. Some of the most successful collaborations have been with true crime fans Karen Kilgariff and Georgia hardstark.

Read also: SoundOn: does TikTok want to compete with Spotify

What are the best podcasts on Spotify?

According to Spotify’s latest report for user trends on its platform in 2022, people accessed its more than 4 million free and paid podcasts.

For the third year in a row, Alex Cooper’s The Joe Rogan Experience ranked as the most popular podcast on the platform. It was followed by Alex Cooper’s Call Her Daddy; Anything Goes with Emma Chamberlain; Caso 63, a Spotify original podcast that premiered in several languages including Spanish, Portuguese and Hindi; and finally, in fifth place, Crime Junkie, a true crime podcast by Ashley Flowers and Brit Prawat.

Source: Most popular podcasts on Spotify.

What are the most famous and most listened to podcasts in the world?

Throughout history, some podcasts have achieved undisputed success and  must be mentioned in this list :

Top 10 English-language podcasts

  1. Serial: This is a true crime podcast that became a cultural phenomenon and established the episodic storytelling format in the podcast world. In its first season, it followed the story of the killer Adnan Syed.
  2. The Joe Rogan Experience: Led by comedian Joe Rogan, it is based mainly on interviews with major celebrities and experts in different fields, from scientists to political figures.
  3. The Daily: The podcast produced by The New York Times, features daily news, current stories, and interviews with Times journalists. It usually addresses topics of great interest accompanied by in-depth analysis. 
  4. Radiolab: A program produced by WNYC, a public radio station in New York City. Its content focuses mainly on investigative journalism, touching on a wide variety of topics. It is hosted by Lulu Miller and Latif Nasser.
  5. TED Radio Hour: This podcast, hosted by Guy Raz, offers a space for inspiring and fascinating ideas and dialogues on a variety of topics, including science, technology, innovation, art and more, presented in the famous TED Talks.
  6. Stuff You Should Know: Josh Clark and Chuck Bryant, creators of the podcast, explore a wide range of topics, from science and history to pop culture and curiosities.
  7. Call Her Daddy: This is a sex-positive podcast hosted by Alexandra Cooper. In this slot she covers topics related to sex, dating and relationships, often with anecdotes and personal advice for men and women. The show is a good example of a podcast focused on empowering women and helping them feel confident and successful in their sex lives, using a frank and often explicit tone.
  8. The Office Ladies: This podcast, hosted by Jenna Fischer and Angela Kinsey, tells personal stories, reflects on being human, conducts interviews with other team members, and answers questions from fans.
  9. This American Life: The podcast hosted by Ira Glass shares documentaries, personal stories, and fiction pieces focused on a particular topic. The show has been on the air since 1995 and has won numerous awards, including the Peabody, Emmy, and Edward R. Murrow awards.
  10. Crime Junkie: It is a true crime podcast hosted by Ashley Flowers and co-hosted by Brit Prawat. In each episode they explore a crime case, usually not so well known or that has not received wide media coverage. 

What is the most famous podcast in history?

One of the most famous and successful podcasts in history is “Serial“. This podcast, launched in 2014, was created by Sarah Koenig and produced by This American Life and WBEZ. “Serial” revolutionized the podcast world by popularizing the episodic narrative format and the true crime genre.

The first season of “Serial” deals with the murder of Hae Min Lee and the possibility that Adnan Syed was wrongfully convicted in 1999. Koenig and his team investigate the case in depth by presenting new evidence and interviews with key witnesses. Millions of listeners around the world were captivated by the intriguing narrative and the way the story unraveled episode after episode.

It was precisely the success of “Serial” that helped fuel the podcast boom and paved the way for other true crime and episodic storytelling shows.

What is the best podcast in Spanish?

Choosing the best Spanish-language podcast can be a challenging task, given that lists are updated annually and user preferences vary by country and content categories. However, it is possible to highlight some of the best Spanish-language podcasts based on their number of listeners.

One of them is “Suena Carmena“, which offers a space for reflection, debate, and analysis on social and political issues of interest. In this podcast, Carmena and her guests discuss topics such as gender equality, social justice, sustainability, and citizen participation.

Another outstanding podcast in Spanish is “The Wild Project“, hosted by Jordi Wild. In his program, Jordi shares weekly current affairs, sports, science, anecdotes, and curiosities along with special guests. Jordi Wild is known for his successful YouTube channel, “El Rincón de Giorgio“, which has accumulated more than 11 million subscribers.

In addition, we find the podcast “Por si las voces vuelven“, created by Ángel Martín after the publication of his book of the same name. In this podcast, Ángel describes his personal experience of being hospitalized for two weeks in the psychiatric ward  of a hospital, sharing his process and reflections on mental health.

We cannot close this list without mentioning the Catalan Carles Porta, with his podcast Por qué matamos? In it he compiles true stories of unusual crimes in Spain. 

Top podcasts in Spain 2023

This ranking results from the latest figures offered by Spotify about the most listened podcasts in Spain:

1. Marian Rojas Estapé's Podcast, about mental health

Marian Rojas Estapé is a renowned psychiatrist and writer who shares her knowledge through episodes full of practical advice, deep reflections on the mind, and interviews with experts in the field of mental health.

2. The Wild Project, current events, horror, curiosities, and more.

As mentioned before, this podcast belongs to Jordi Wild;  every Tuesday and Thursday he publishes stories about current affairs, sports, talks with guests, science, anecdotes and curiosities, debates, philosophy, psychology, mystery, horror, and more.

3. Nadie Sabe Nada, entertaining topics and humor.

Andreu Buenafuente and Berto Romero captivate their listeners through their great sense of humor. They broadcast live on Cadena Ser on Saturdays at 12:00 noon.

4. Dile que baje, with Quique Peinado

Dile que baje is a Spotify Spain original podcast produced by Podium Studios, directed by Quique Peinado, in which he exalts neighborhood and village life. Through interviews with guests, he gets to know the origins of the people he  finds interesting.

5. Titania, suspense, mystery and science fiction

Titania” is a gripping thriller available on the Podium platform that takes place in a world where technologies have changed the rules of the game. Alicia, its protagonist, is dissatisfied with her life, despite having a stable job, a healthy love relationship, and enjoying taking care of her nephew. However, everything changes when she receives a phone call that turns her into a victim of cybercrime.

6. Club 113, interviews

Club 113 is the podcast presented by Goorgo, Nil Ojeda and Werlyb. Every Tuesday a new episode is released at 21:00h, on various topics and with special guests who tell their experiences.

7. Estirando el chicle

Victoria and Carolina manage to express through this podcast all the things that outrage them, through humor and comedy. Both share anecdotes and experiences as part of a social critique.

8. Como si nadie escuchara, reflections

Content creator Cris Blanco shares various reflections on life that allow listeners to feel connected and inspired. Mental health, reflections, and more are part of your content.

9. Entiende tu mente, about psychology

The most listened to psychology podcast in Spanish. Luis and Molo share curious stories from which they extract small psycho-learnings so that human beings can better understand each other. 

10. Controversial Sitcom, life anecdotes

Dan talks in his podcast about any topic that crosses his mind and about anecdotes of his life.

As a reminder, this list is updated daily by the platform; learn more on the Spotify website.

Recommended strategies to boost your podcast

Podcasts offer brands unique advantages by providing an engaged audience, an intimate format, opportunities for specialization, creativity, collaboration, and loyalty. These digital audio contents accompanied by other actions can achieve a great  reach. Therefore, we want to share with you some applicable strategies, both for companies and influencers, to generate content in this format.

  • Featured clips on social networks:  Creating short clips or highlighted excerpts of your episodes and sharing them on platforms such as YouTube, Instagram, TikTok, or Twitter increases the reach of your podcast. The key is to select highlights, interesting quotes or snippets that capture the essence of your podcast. This can gain interest and attract new listeners.
  • Take advantage of other platforms to generate traffic: In addition to clips, sharing in stories on various social networks, always with  a “call to action” such as links that lead your followers to the episode of the week, can connect you with more viewers and improve your stats. Moreover, if you can conduct polls, questions, and other interactions with your community, you will not only get relevant ideas for your future content, but also motivate them to listen to your material.    
  • Live Streaming:  Consider doing live broadcasts during which  you can interact with your audience in real time. You can answer questions, discuss relevant topics, or even have special guests on your live streams. This helps build a community and generate more engagement with your content. We recommend you read: How to master live streaming for influencers.
  • Blogs and articles:  Another way to boost  podcasts is through the use of other content in written format. If you have the possibility, try to complement your content with blogs or articles written on your website or publishing platforms. This will allow you to go deeper into the topics covered in your episodes and provide an engaging reading experience for those who prefer the written format.
  • Online groups and communities: Create online groups or communities on platforms such as Facebook, Reddit, or Discord where listeners can interact, share ideas, and discuss episodes. This encourages audience participation and creates a space where fans of your podcast can connect and share their enthusiasm.

 Finally, we want to share with you our selection of the five best Spanish-language podcasts on marketing and sales. These programs are not to be missed for those who want to stay on top of the latest trends, get practical tips, and listen to the experiences of experts in the field. Here are our top 5 Spanish-language marketing and sales podcasts: 

Top 5 podcasts on marketing and sales in Spanish

  1. Online Marketing:  This podcast, hosted by Joan Boluda, offers tips and strategies on digital marketing, SEO, social media, and entrepreneurship. Joan shares his experience and knowledge in practical episodes full of valuable content.
  2. El podcast de Instagram: This podcast belongs to Borja Girón and provides tips on how to get more customers and generate revenue on Instagram
  3. Cállate y vende:: Mexican Geraldo Rodriguez shares tips, ideas, and advice so you can sell more.
  4. Growth y Negocios: José Carlos Cortizo has designed this podcast with a main theme: Growth Hacking. In it, he offers you tools to make strategic decisions based on data.
  5. Caviar online: Communication and digital marketing: in this space you will find updates on marketing and digital communication topics week after week. 

 

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