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%), seguido a distancia por el coche (19,72%) y el computer (13,89%). Los principales momentos de escucha se concentran en la mañana (59,50%) y la noche (54,68%), de lunes a viernes, lo que demuestra la integración del podcast en las rutinas diarias.

Los podcasts más escuchados de España

El Observatorio incorpora por primera vez el Top Podcasts España, un ranking global de los podcasts más escuchados en 2025 en nuestro país, elaborado a partir de un algoritmo que combina distintos indicadores como las escuchas en las principales plataformas, su engagement o redes sociales entre otros. En lo más alto se sitúa Nobody Knows Anything, donde Andreu Buenafuente y Berto Romero improvisan sobre la vida con su característico humor; seguido por 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%), seguido de cerca por el narrativo o documental (51,15%) y la entrevista (47,34%).

Asimismo, el podcast sigue ganando protagonismo en el día a día de cada vez más oyentes, que lo eligen por su facilidad para escucharlo mientras hacen otras cosas (63,92 %), por su posibilidad de escucha donde y cuando quieran (62,52 %) y como fuente de aprendizaje (59,44 %). El informe confirma además la preferencia de los oyentes por los podcasts independientes, seguidos por un 64,71%, muy por encima de los creados por medios, influencers o marcas. Se trata de espacios menos masivos, pero con audiencias fieles y comprometidas, que valoran la autenticidad y la conexión real con quienes están al otro lado del micrófono.

Las oportunidades de la publicidad en el podcast

He iVoox Observatory 2025 confirma que el podcast es percibido como un medio de confianza: un 64,15% de los oyentes lo considera más creíble y cercano que otros canales como YouTube o las redes sociales. Cuando escuchan un podcast, casi la mitad de los oyentes sienten a los podcasters como alguien familiar (49,92%) y un 18,54% afirma sentir una conexión real, 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.