Over the past few years, podcasts
have emerged as a new form of distributing audio content to a broad, international public. Particularly popular among younger audiences and digital natives, podcasts are especially well-suited for long-form audio content such as interview formats and talks digging deeper into certain topics or special interests than radio formats directed at the general public usually can.
According to the Reuters Institute’s latest Digital News Report
, 36 percent of the survey respondents from across the globe have listened to a podcast in the month preceding the survey, with the level of adoption varying significantly across different markets. The following chart illustrates where the biggest podcast enthusiasts and sceptics live.