U.S. podcasters are attracting more international listeners
Though the podcast industry is in a state of correction after a period of significant investment, some podcast networks have found a bright spot this year: a growing cohort of international listeners.
Podcast networks including Acast, iHeart, Spotify and Wondery – as well as measurement companies like Edison Research and eMarketer – have all clocked international podcast audience growth in the past year. Wondery is capitalizing on this growth by translating some of its popular podcast franchises and hiring local podcast teams to create original shows catered to their respective audiences, while other networks are still figuring out how to best cater to this audience.
Wondery’s investment in international podcasts is “an opportunity to participate in markets while they’re in early phases of growth,” said Declan Moore, the company’s head of international.
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Source:: Digiday
