The podcast gains ground in the promotion of destinations and brands


According to data released by Radio Viajera Travel Podcast, a thematic podcast platform about travel and stories in Spanish, downloads in 2020 exceeded 3 million. Among users, 58% admit that they listen to them to gather information and prepare a trip to a specific destination. This content has been gaining popularity because users can listen to them how and where they want (70%) and it allows other activities to be carried out at the same time (65%).

The profile of the travel podcast consumer is similar to the rest of the sectors, with certain equality between the age ranges of 28-34 years (25%), 35-44 years (27%) and 45-59 years (24 %).

According to the platform, this translates “into a traveling user profile corresponding to a medium-high purchasing power with the capacity to carry out and plan several trips in the same year “

And it is for this reason that “brands and territories have realized that they need audio content for users to consume”, he explains. Ricardo Domine, CEO of Radio Viajera Travel Podcast.

The report indicates that the most consumed destinations have been national, with 73% of listenersAndalusia standing out, with 29% of listeners, followed by Madrid (16%), Castilla y León (9%) and the Basque Country (7%). Internationally, New York has been the most listened to (17%), ahead of Japan (14%) and France (10%).

A report by dentsu X’s Consumer Insights & Strategy department, in which they have analyzed the current situation and new trends in audio consumption, shows that in Spain the podcast has 918,000 users a day, which translates into 10% of those who consume online audio (around 10 million people).

And the study carried out by Radio Viajera Travel Podcast also reveals the profile of podcast listeners based on the time they spend listening to them: content of less than 30 minutes is consumed by 59% of users; while, between 30 and 60 minutes the percentage drops to 30% of users; and those of more than 60 minutes, stands at 11%.

“Before the American market marked the typical podcast with a duration of 40 minutes because it was estimated as the average time for an American to get to work; now there are not so many trips and the average time per transfer has decreased. Even so, we believe that it is a general trend, and that even when transfers are recovered, the user will continue to prefer that time frame, ”continues Ricardo Dómine.