Podcast Listeners by Country
The number of podcast listeners worldwide is set to top half a billion in 2024, marking an 8.6% annual increase. The growing popularity of podcasts is evident not only in the expanding listeners base but also in its rising global ad revenues, which have been rising by double digits annually since at least 2017.
If you’re thinking about incorporating podcasts into your business strategy, whether by running ads on podcasts relevant to your brand’s niche or by launching one yourself to increase reach and awareness, it’s crucial to first know where listeners are located.
In this post, we’ll explore the ranking of podcast listeners by country and dive into the listening habits of global consumers.
Where do people listen to podcasts: Highlights
- The United States is home to the biggest number of podcast listeners. In 2023, 129.9 million Americans reported listening to podcasts. China ranks next, with 117.1 million.
- 40% of the global population spends at least one hour a week listening to podcasts.
- Indonesia is the country with the highest rate of podcast consumption—57% of the population spends at least one hour a week listening to podcasts. Thailand follows closely, with 52%.
Podcast listeners by country: Top 10 table
|
Country |
Number of podcast listeners (2023) |
|
1. United States |
129.9 million |
|
2. China |
117.1 million |
|
3. Brazil |
51.8 million |
|
4. Mexico |
27.5 million |
|
5. Germany |
22.1 million |
|
6. United Kingdom |
18.3 million |
|
7. France |
16.4 million |
|
8. Japan |
15.0 million |
|
9. Spain |
14.7 million |
|
10. Italy |
13.6 million |
According to the latest list ranking podcast listeners by country, the US tops the chart with 129.9 million listeners. Considering North America has 143.3 million podcast listeners, this means that more than nine in 10 listeners in the continent are in the US.
China ranks next, with 117.1 million podcast listeners. The US and China are the only two nations on the list sorting podcast listeners by country that have more than 100 million listeners. Brazil follows, boasting 51.8 million podcast listeners, and Mexico and Germany round out the top five, with around 25 million each.
Sixth on the list sorting podcast listeners by country is the United Kingdom, home to 18.3 million listeners. France and Japan follow, with 16.4 million and 15 million, respectively. Spain and Italy complete the list of the 10 countries with the most podcast listeners. There are 14.7 million podcast listeners in Spain and 13.6 million in Italy.
Where do most people listen to podcasts?
|
Country |
Percentage of population spending at least one hour/week listening to podcasts |
|
Indonesia |
57% |
|
Thailand |
52% |
|
Mexico |
48% |
|
India |
47% |
|
Vietnam |
47% |
|
Romania |
47% |
|
Brazil |
44% |
|
Philippines |
43% |
|
Spain |
41% |
|
Sweden |
41% |
While the list ranking podcast listeners by country indicates the number of active listeners, it doesn’t account for how frequently they consume podcasts. To determine this, a separate survey polled listeners across various markets to find out which countries have the highest listenership.
Indonesia ranks top on this list. Nearly three-fifths (57%) of its population spends more than one hour a week listening to podcasts—17 percentage points higher than the global average of 40%. Another Southeast Asian country, Thailand, ranks second, with 52%.
In Mexico, which has the fourth-highest number of podcast listeners, just under half (48%) of consumers there spend at least one hour tuning into podcasts weekly. India, Vietnam, and Romania follow, each with 47%.
Brazil comes in seventh place, with 44%, and is followed by the Philippines, with 43%. Spain and Sweden round out the 10 countries with the highest rates of podcast consumption—41% of the population in these two countries listen to podcasts for at least an hour a week.