Before and after podcasts Mapping the podcast listener journey

Rutger Rosenborg

January 2025

The global importance of video for podcasting extends into the unique market dynamics of the US, UK, France, Mexico, and Japan. Not only does this justify Spotify’s strategic video push, but it also indicates a need for other platforms to follow suit. That also means podcasters will increasingly have to turn to video in order to market their podcasts, increase podcast engagement, and further develop their audiences long after episodes have ended. That said, there remain distinct characteristics of each market – from the longstanding power of radio to the outsized influence of music – that open new opportunities for platforms and podcasters to grow their presence in different regions. This report dives into the unique market dynamics and characteristics of the US, UK, France, Mexico, and Japan, focusing on podcast listeners' discovery, listening, and post-listening behaviours.

Key data and insights in this report:

Podcast listeners’ discovery behaviour, Q3 2024, US, UK, France, Mexico, Japan
Podcast listeners’ listening behaviour, Q3 2024, US, UK, France, Mexico, Japan
Podcast listeners’ post-listening behaviour, Q3 2024, US, UK, France, Mexico, Japan

This report sources data from:

MIDiA Research Consumer Survey Q3 2024, n=5,000 (US-1000, UK-1000, France-1000, Japan-1000, Mexico-1000)

Words: 3261

Pages: 18

Infographics: 5

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