September Podcast RoundUp: Celebrating Hispanic Heritage

Monthly podcast listening among U.S. Latinos has reached a record high, with a 52% increase since 2020. At SiriusXM Media, we meet advertisers' needs to tap into this growing audience segment through our exclusive partnership with reVolver and Pitaya, two of the leading Hispanic podcast networks, each reaching millions of listeners every month. Per Edison Research, we found that nearly one in two Latin-American listeners say hearing an advertisement on a podcast —versus TV, radio, and social media— makes them more likely to purchase a product. In other words, podcasts are a sure-fire way to reach diverse, eager-to-engage audiences and garner significant brand results. 

Not sure where to start? Explore our robust lineup of Spanish-language shows below and learn how advertisers can connect with this previously untapped market.

A Tale of Two Cultures

Hundreds of thousands of Mexican-Americans are obsessing over Pitaya’s weekly sociocultural talk show, De Todo Un Mucho. Hosted by Mexico’s sweetheart, Martha Higareda, and renowned radio personality, Yordi Rosado, the show explores the spectrum of identity, focusing on cultural differences as a Mexican U.S. citizen and Mexican native. Thanks to their charismatic charm and undeniable chemistry, this bilingual duo has gained nearly one million subscribers on YouTube. This is promising for advertisers looking to broaden their reach across platforms as Hispanic listeners are 78% more likely to watch video podcasts on the daily than the average podcast fan.

The Barbara Walters of Mexico

Whether it’s culture, art, fashion, health, or sports, Adela Micha’s got it covered. She’s a Mexican journalist with decades of experience in TV and radio and has recently ventured into social media, where she has amassed millions of loyal followers. Her podcast, Solo con Adela, brings a refreshing POV on the latest happenings in Mexico. The cultural zeitgeist is abuzz, with 61% of Hispanic men turning to podcasts to stay up to date on all things pop culture. Adela is an excellent fit for brands looking to reach media-savvy men and culture buffs, given her entertainment-style show skews predominantly male (54%).

Enter the Character-Filled World of Oswaldo Diaz

Hosted by one of the most versatile entertainers in Hispanic radio, Erazno y La Chokolata features a hilarious slew of characters generated by Oswaldo Diaz’s childlike imagination and phenomenal voice-over talent. This lovable title is grounded in humor and heart and delivers a unique spin on pop culture and entertainment news. In a recent user study, we found that one in two Hispanic listeners ages 18-24 would love to meet their favorite hosts at a live show or meet and greet. As a lover of culture and community, Diaz has a gift for connecting with his devoted fans both on and off the air, often hosting IRL events and live recordings to satiate his listener’s needs.

Good Vibes Only

Shoboy Show is the ultimate feel-good podcast, packed with silly conversations delivered with a spicy Latin flair. It’s like kicking back with your crew at a backyard asado, digging into juicy relationship drama, unpacking the craziest celeb chisme, and cracking hilarious inside jokes. According to our recent user study, nearly two in five Hispanic listeners ages 18-34 say, "The host is like a friend to me," which echoes the sentiment of Shoboys most dedicated fans. They often leave glowing reviews like, ”My day doesn’t feel complete if I don't listen to them in the morning.” and  "I tune into this podcast every day at work; it feels like I’m part of the show." Join Shoboy, Vanessa Sida, Micho Rizzo, and Eddie The Virgin, where the fun never stops and the vibes are always on point!

Get Punk’d

With an ardent fan base spanning over 20 years, Panda Show remains one of Mexico's most popular call-in prank shows. Hosted by the exceptionally talented voice-actor Jose Antonio Zambrano, this reVolver hit combines world-class humor with delightfully quirky side characters. Filled with OMG moments and unfiltered quips, the show leaves millions of comedy-obsessed Latinos completely gobsmacked and bursting with laughter. Jose’s eagerness to engage with listeners through participatory segments is his key to success as Hispanic millennials feel it’s important for them to connect with the host through social media, email, or calling into their show (140 index).

Phoning It In

Alex Lucas brings a wealth of experience to the mic in each high-energy, fun-filled episode, with a knack for driving humorous conversations. Alex “El Genio” Lucas serves up knee-slapping jokes, shocking pranks, and hilarious listener Q&As. Skewing slightly older, fans of the pod are pop culture enthusiasts who listen to music and podcasts to brighten up their day. His long-time fans adore his enthusiasm to connect through call-in segments, which makes sense as Hispanic listeners are 40% more likely to tune into participatory podcasts because they make them feel like they are part of the conversation (111 index).