Expanding Horizons: American Advertisers and Podcasters Can’t Forget About Europe
In the ever-evolving landscape of podcasting, there’s no question that global listener growth is surging. eMarketer has projected that over half a billion people across the world will be listening to podcasts in 2024, and that over 150 million Americans will engage with the medium the same year. Yet, while this incredible growth is impressive, it can easily cause U.S.-based podcasters and advertisers to focus solely on their home country while ignoring listeners overseas.
Those that do are missing out!
A recent comprehensive study conducted by the European Broadcasting Union (EBU) and spearheaded by senior analyst Matthieu Rawolle revealed that about a quarter (26%) of Europeans listen to podcasts weekly, which is up from 22% in 2023. This may not sound like a huge percentage, but a quarter of Europeans is a significant number of people. And it varies by country, too. For example, almost half (47%) of all Swedes listen to podcasts.
(*source: slide 3 from Senior Media Analyst, Matthieu Rowelle’s presentation at Radio Days Europe 2024)
(*source: slide 4 from Rowelle’s presentation at Radio Days Europe 2024)