Black and Latino audiences drive podcast growth, but ownership lags

"Ownership is destiny. The only way to secure a long-term future for an idea is to own the means of production and distribution."

"Black and Latino listeners having been some of the biggest drivers behind podcast consumption growth. Latino audiences tend to over-index on podcast listening in part because the population skews younger, and Black audiences report spending about an hour more per day with audio than the rest of the U.S. population."

"Distribution and monetization in podcasting are largely controlled by platforms such as Apple Podcasts, Spotify and YouTube. Many podcast networks rely on those platforms to distribute and monetize their shows, making engagement with diverse audiences especially attractive to advertisers and media companies."

Juleyka Lantigua founded LWC Studios in 2017 to address ownership gaps in podcasting, emphasizing that creators generating cultural value often capture minimal revenue without owning their work. Black and Latino audiences drive significant podcast consumption growth, with Latino listeners over-indexing due to younger demographics and Black audiences spending substantially more time with audio than the general population. This engagement attracts advertisers and media companies seeking diverse audiences. However, distribution and monetization remain controlled by major platforms like Apple Podcasts, Spotify, and YouTube. Network owners like Angel Livas are establishing alternative models through subscription-based platforms and multi-channel distribution to gain greater control and revenue capture.

Read at Axios