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Podcasts: What People Tune Into

Podcasts: The New Mass Medium?

Over the past few years, podcasts have emerged as a new form of distributing audio content to a broad, international audience. Particularly popular among younger audiences and digital natives, podcasts are especially well-suited for long-form audio content such as interview formats and talks that dig 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, an average of 34 percent of survey respondents from 20 countries 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 shows where the biggest podcast enthusiasts and sceptics live.

Podcasts: The New Mass Medium? by Felix Richter, Jun 15, 2022

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