Tap Into La Cultura of the Latino Podcast Listener

The state of American culture and media is constantly shifting, and Latino influence is a major factor in shaping trends and shattering norms. They’re a force that cannot be ignored, making up 20% of the US population and seamlessly integrating their culture, music, and lifestyles into the fabric of America. And their rise in podcast listening is impacting the space in a big way. We’ve seen a 72% growth in Latino podcast listening over the past five years, a testament to their love for the space.

Podcasts Are Your Go-to For Reaching Latinos

As podcast listenership grows with Latino audiences, they’re spending 12% more time with digital audio than the entire population, with one in three listening to a podcast in the last week. And they’re carving their own path in the podcasting world, influencing culture behind the mic and beyond. 

More than a quarter of Latinos exclusively listen to content from their culture, meaning they’re more engaged with Latino-led content. More than just entertainment for Latinos, podcasts are a vital connection point for brands and culture. As one in four podcasters are Latino, their representation is leaving a mark on their listeners. In fact, 64% of Latino listeners say that the growth of Latino-hosted podcasts is a positive development for the industry. And Latino creators are making more room and opportunity for this rich culture to be shared amongst Latino listeners and beyond. Listeners are loving the opportunity to share their culture with their communities, like 59% of listeners who agree that Latino podcasts have positively contributed to conversations around culture, politics and identity in their life.

As podcasts connect them to the heritage and voices they love, you can reach them with brand messages as they listen to their favorite shows.

Meet Them Any Time, Place, and Platform

No matter what they’re up to, Latinos are reachable all day, every day.  

• 79% listen to podcasts in the car

• 67% listen while cooking

• 68% listen while working

And you can reach them with us no matter where they get their podcasts (whether it’s through Apple Podcasts, Spotify, iHeart, or anywhere else). From new show discovery to connecting with hosts and other fans of their favorite shows, Latinos extend their listening enthusiasm to social media. So, as the podcast medium continues to evolve, you can connect with listeners across media channels, too.

With the SiriusXM Podcast Network, brands have omnichannel advertising opportunities that put you in the right place at the right time.

Partner with the Most Trusted Voices in Media 

SiriusXM Media has powerful partnerships with Spanish-language and Latino-culture-focused podcast networks like reVolver, Pitaya, and Sonoro, delivering unparalleled scale and impact with our 4M Latino listeners. These powerhouse networks are mainstream, established, and iconic—connecting fans on a deeper level, nurturing powerful communities, and delivering  audio excellence.

Latino podcast listeners tuned in to Latino-hosted podcast shows trust the voices behind the mic and they’re more likely to take action after hearing a podcast ad. Meaning Hispanic voices are a powerful tool to help brands connect with this audience in a meaningful, impactful way.

The SiriusXM Podcast Network and our partnerships connect brands and podcast fans with the most trusted voices in the industry. And when Latino listeners tune in to their favorite shows, they’re more open to ads voiced by beloved hosts (70%) and more likely to buy the products they endorse (40%).

Partner Spotlight 

Let’s shine a light on our incredible Spanish-language platforms.

Sonoro

Sonoro is a global entertainment company focused on creating premium, culturally relevant content that starts in audio and comes alive in TV, film, and beyond. And they collaborate with leading and emerging Latino storytellers from over a dozen countries to develop original franchises in English, Spanish, and Spanglish. Not to mention they’re pioneers in creating new podcast formats and launching #1 hits, all while bringing tons of scale to advertisers. 

Pitaya

Standing at the crossroads of US and Latin culture, Pitaya blends the influences of beloved Hispanic figures across the industry and produces content entirely in Spanish, with some including English and Spanglish. They are dedicated to making content for US-based Latinos, and their programming is home to prominent voices from famous actors to celebrated journalists—like Argentina’s crown jewel, Javier Ceriani

ReVolver

A company committed to authentic storytelling that resonates with the Hispanic community, reVolver is the #1 Spanish-language network. Their network covers a wide range of genres including comedy, news, sports, and radio novelas. And their novela content reaches thousands of passionate Latino listeners, hitting 1M+ global monthly downloads and growing.

Together reVolver, Pitaya, and Sonoro podcast networks allow us to reach a linguistically and generationally diverse set of Latino listeners, across their listening (or watching) preferences. 

Brands, Trabajemos Juntos

The data is clear—Latinos are powerful, engaged, and hungry for authentic audio content that connects them to their culture. The question isn’t whether they’re listening, it’s whether you’re reaching them in the right places. When you’re ready to engage with these highly influential and powerful audiences, let’s talk.