The podcast is no longer niche: 86% of Spaniards listen to it recurrently

The Observatory iVoox 2025 of the State of the podcast in Spain, created in collaboration with Publiepaña, sheds light on the great permeabilization of these on-demand audio formats, which has 94% penetration and 86% of Spaniards who listen to it on a recurring basis.

The study of iVoox is based on a survey 3,301 Spanish listenerss, data from the platform itself and an analysis of the latest trends in the sector. The results confirm the consolidation of the podcast as a habit: the 48,40% of the listeners listens to it daily and one in four even does it several times a day. Regarding the listener profile, the iVoox Observatory shows a relevant change: the female audience stands at 50.90% of the total, with a growth of more than 6 points in recent years, consolidating parity in consumption. The podcast attracts a diverse audience, between 18 and 65 years old, mostly with university studies (57.74%) and in active employment (78.27%).

The average weekly consumption reaches 10.5 hours and 6.5 episodes, and a 36.69% of listeners claim to listen more than the previous year. It is, furthermore, a intimate and conscious experience: 97.59% do it alone and 84.75% actively select the episodes they want to play. “The result is a much more personal and selective consumption, different from other formats, which reinforces the link with the content and with whoever is on the other side,” the study highlights.

That connection translates into fidelity. Listeners are subscribed on average to 5,2 podcasts, a figure that continues to grow compared to recent years. In addition, discovery drives new subscriptions: in the last year, almost half of users have subscribed to between 1 and 3 podcasts (49.93%) and 28.91% to between 4 and 10.

He mobile remains the primary device for listen (96.58%), followed at a distance by coach (19.72%) and the computer (13.89%). The main listening moments are concentrated in the morning (59.50%) and the evening (54.68%), from Monday to Friday, which demonstrates the integration of the podcast into daily routines.

The most listened to podcasts in Spain

The Observatory incorporates for the first time the Top Podcasts Spain, a global ranking of the most listened to podcasts in 2025 in our country, prepared from an algorithm that combines different indicators as you listen to them on the main platforms, their engagement or social networks among others. At the top is placed Nobody Knows Anything, where Andreu Buenafuente and Berto Romero improvise about life with their characteristic humor; followed by The Wild Project, where Jordi Wild chats without a filter with guests of all kinds; The Ruin, in which Tomàs Fuentes and Ignasi Taltavull sharpen the audience's worst anecdotes; Fourth Millennium, the mystery classic by Iker Jiménez and Carmen Porter, and COPE's Great Game, where Juanma Castaño reviews current sports news.

For their part, the themes most listened to this year have been the mystery (16.62%), the history (14.08%) and the humor (10.27%), which continue to set the tone for audio consumption in Spain. Regarding the demand for content, listeners ask for more informative podcasts, especially from history (54,01%), mystery (37,16%) y science (27.47%). The report also reveals which formats are preferred by the audience: the conversational (53.05%), closely followed by narrative or documentary (51.15%) and the interview (47,34%).

Likewise, the podcast continues to gain prominence in the daily lives of more and more listeners, who choose it for its ease of use. listen to it while doing other things (63.92%), for their ability to listen wherever and whenever they want (62.52%) and as a source of learning (59.44%). The report also confirms listeners' preference for independent podcasts, followed by 64.71%, well above those created by media, influencers or brands. These are less massive spaces, but with loyal and committed audiences, who value authenticity and real connection with those on the other side of the microphone.

The opportunities of advertising in the podcast

He iVoox Observatory 2025 confirms that the podcast is perceived as a trustworthy medium: a 64.15% of listeners He considers it more credible and approachable than other channels such as YouTube or social networks. When listening to a podcast, almost half of listeners experience podcasters as someone familiar (49.92%) and 18.54% claim to feel a real connection, as if they were part of their community. This perception is transferred to advertising, which benefits from an environment where the trusted voice of the podcaster multiplies the impact of the message.

Three out of four users live with ads in the podcasts they listen to regularly. Far from generating rejection, listeners value that advertising messages are transmitted in an intimate environment without distractions. 59.02% say they trust a brand more if their reference podcaster recommends it and one in four says they would buy a product after listening to it on their favorite show. This effect is explained by the closeness and credibility of the voices that accompany listeners in their daily lives, which turns the advertisements into messages perceived as authentic and relevant.

He advertising recall in this format is especially high: 86% of listeners say they remember hearing an ad on podcasts and 69% improve their brand perception after doing so. Furthermore, 56% say they would visit the advertiser's website and 44% would be willing to purchase the product or service. Unlike other media, listeners perceive podcast advertising as more authentic (55%) and 53.93% are open to listening to ads while listening to a podcast if the tone fits the content.

According to a report carried out by Publiespaña with the participation of 37 of the most important agencies in the country, the 54.05% already include it in their campaigns and almost 30% plan to do so in the short term. They highlight the low advertising pressure compared to other formats (66.67%), its growing prestige (60%) and its segmentation capacity to reach very specific audiences (43.33%) as keys to investing in podcasts.

As for the listener, the Observatory shows a profile that not only listens, but also gets involved and financially supports what it considers valuable. He 57% would be willing to financially support their favorite podcasts and one in four already does it.