PRISA Audio consolidates itself as the world's leading audio producer in Spanish

According to internal company data measured by Triton Digital, HURRY Audio led the world's non-linear audio production in Spanish in 2021 with more than 412 million downloads and 800 million hours of listening.

PRISA Audio was born in May 2021 within the PRISA Group's digital strategy and the firm commitment to promoting new formats. PRISA's transversal platform integrates all non-linear audio content: EL PAÍS, AS, Cadena SER, Cadena Dial, LOS40 and the stations in Latin America (W Radio, Caracol Radio and ADN Chile, among others), in addition to Podium Podcast, a native podcast platform created in 2016 and which reflects the firm commitment that PRISA had been making for years in the production of podcasts, becoming a pioneer of this global trend.

Although it leads audio production, PRISA Radio also occupies a very relevant position in relation to streaming services. Currently, according to the company's own data, PRISA Audio is the second largest media company in the world (only behind iHeart Radio) and the first in Latin America.

Bet on the podcast

Throughout 2021 and within its growth strategy, PRISA Audio created own equipment within the different newspapers that work in coordination with the editorial teams and journalists to launch numerous initiatives with the ultimate goal of becoming the greatest transforming agent of the podcast industry in Spanish.

Podium Podcast grew 65% year-on-year in net downloads and has works as successful as The great blackout which, with more than 6.5 million downloads, has become a phenomenon in its genre and will be adapted into a television series this year by Movistar+. Another of Podium's podcasts that will be brought to television by Movistar+ es my favorite year, a comedy show that premiered in 2020 and is hosted by Dani Rovira and Arturo González-Campos. Beyond these contents, Podium has premiered more than 40 shows in 2021, placing some of their productions as the most listened to on all platforms: Stretching the gum (Winner of the 2021 Ondas Award for Best Podcast), here are dragons o The compass broom are some of them. Furthermore, Podium has continued to focus on the branded-podcast carrying out sound projects with leading brands in their sector such as BBVA, AXA Seguros, Repsol, Correos, Acciona or the Japan Tourism Office.

For its part, BE Podcast, the on-demand audio division of Cadena SER, grew 29% year-on-year, with the most successful podcasts on the air: nobody knows anything, One book, one hour, modern life, BE History y It turns out that it is not little with Nieves Concostrina at the head of the most listened to in Spain. In September 2021, the first original SER podcasts were released (Goodbye, ETA, Twenty-something hour, Clear conquest o Chronicle 24/7), production plan that will continue in 2022 with more original creations.

Audio in El País and AS

To build the voice strategy around the newspaper, in October EL PAÍS Audio, formed by a team of journalists who develop and coordinate the audio articles read by the journalists themselves, the original podcasts or the sound recording of news. Only with the launch of The papers (the investigation into the Bárcenas papers) and the articles read, EL PAÍS Audio reaches around half a million net downloads.

AS Audio took its first steps in 2021 with content such as At Pica de AS (sports context), Veteran's minimum (NBA), The last ones on the lista (football), KO on the Race (boxing, MMA and wrestling) o Illustrated Hooligans (soccer and literature) with the aim of leading the production of sports podcasts in Spain, Latin America and the United States. The AS and SER teams have just co-produced Padel Club the first podcast dedicated to padel in Spain, demonstrating the synergy of both newsrooms at the service of audio. It recently premiered No son once, the first podcast of in-depth conversations by footballer Álvaro Benito with sports personalities such as Jorge Valdano, Vicente del Bosque or Santi Cazorla, among others.

For 2022, PRISA Audio continues with the growth plan, with the perspective of double the production of your content in a quantitative and qualitative leap that allows you strengthen its position as the creative benchmark for podcasts in Spanish in the world.