Latino Audiences Are Driving Podcasting So Why Don’t Our Favorite Podcasters Own What They Create?

Latino Audiences Are Driving Podcasting So Why Don’t Our Favorite Podcasters Own What They Create?

Black and Latino listeners are reshaping podcasting in the United States, pushing the medium past talk radio in its share of spoken word listening, according to Axios. Their growing presence defines how content is consumed while exposing a gap in who controls the platforms and the revenue tied to that growth.

The numbers point to influence, yet control remains concentrated elsewhere.

Growth Led by Black and Latino Listeners

Data cited by Axios shows that Black and Latino audiences rank among the fastest growing groups in podcasting. Latino listeners engage at high rates in part because the population skews younger, while Black listeners spend about an hour more each day with audio compared to the rest of the country.

That level of engagement has drawn attention from advertisers and media companies seeking to reach audiences that shape culture and consumption patterns.

Podcasting continues to expand through listeners who determine what gains traction, even as the structure behind distribution remains largely unchanged.

Platforms Still Control Distribution

Major platforms such as Apple Podcasts, Spotify, and YouTube continue to control how podcasts are distributed and monetized. Many podcast networks rely on these platforms to reach listeners, which limits how much control creators have over their own work.

This structure creates a dynamic where creators generate cultural relevance while receiving only a fraction of the financial return tied to their audiences.

Latina entrepreneur Juleyka Lantigua, who founded LWC Studios in 2017, has focused on ownership as the defining issue tied to long term sustainability in the industry. Her work points to the importance of controlling both production and distribution in order to secure a future that aligns with the value creators bring to the space.

A Shift That Raises Bigger Questions

Black and Latino audiences continue to drive podcast growth across the United States, shaping listening habits and cultural conversations. Yet, control over distribution and revenue remains concentrated among a small group of platforms, leaving open questions about how creators can build lasting ownership within a system they do not control. In the meantime, let’s make sure to support Latino and Black podcasters who are currently pushing through.

Don’t Forget to Add These Latino and Latina Podcasts to Your Rotation

The topic around ownership may be complicated and this can vary from creator to creator. At the end of the day, we must respect what works for each podcaster. However, what’s not complicated is supporting podcasters within our community.

Feel free to add the following recommendations to your listening list. You won’t regret it.

Tamarindo Podcast

Tamarindo is a lighthearted show hosted by Brenda Gonzalez and Delsy Sandoval that explores politics, culture, and self development through conversations that feel honest and familiar.

Espooky Tales

Espooky Tales is hosted by twin sisters Cristina and Carmen, who explore Latinx folklore, legends, and spooky stories while sharing cultural narratives rooted in their Mexi Salvi upbringing.

Mix(ed) Tape

Mix(ed) Tape is hosted by Melissa and Andrés, two Afro Latin academics and dancers who center the contributions of Black people across the Latin American and Caribbean diaspora through dance and music while grounding their work in anti racist practices and social justice.

Yo Quiero Dinero

The Yo Quiero Dinero podcast, hosted by Jannese Torres, connects listeners with Latinas and people of color who share their personal finance stories while encouraging audiences to take their dinero to the next level.

Latina to Latina

Latina to Latina is an interview series hosted by Alicia Menendez, where she speaks with Latinas about making it, faking it, and everything in between.

Tefi Talks

Tefi Talks, hosted by Tefi Pessoa, releases new episodes every Wednesday and feels like a conversation with your work bestie who always has something to say about celebrities, astrology, and modern life. The show blends humor and sharp cultural commentary while tapping into the stories and moments people are already talking about.

The Latino Majority

The Latino Majority podcast, produced by Hispanic Executive and hosted by Pedro A. Guerrero, highlights Latino leaders across business and culture while exploring career journeys, resilience, and the idea of a growing multicultural majority in the United States.

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