Summ’it aims to connect audiences through audio storytelling
Audio entertainment service Podimo has released a 2024 Global Trend Report highlighting substantial growth in local-language podcast and audiobook consumption across its seven markets — Denmark, Norway, Germany, Spain, the Netherlands, Finland and Latin America. The report identifies key listening trends, shifts in genre preferences, and the deepening connection between podcasts and audiobooks while offering insights into the evolving habits of global audiences.
Key findings include the following:
- Comedy has experienced rapid growth, with Finland reporting a remarkable +194% year-on-year increase and Norway seeing an +81% rise.
- True crime has seen exceptional engagement in Spain, with a +408% increase, particularly among women. In Germany, 49% of listeners turned to true crime for relaxation at night.
- In Denmark and Finland, nearly half of users (47% and 46%, respectively) discovered audiobooks through podcasts, showcasing a growing overlap between the two formats. Norway followed at 40%, with Germany and the Netherlands at 36%.
- Denmark emerged as the top binge-listening market, with 27% of users consuming three or more hours of audio daily. Other notable markets included the Netherlands (21%), Germany (17%), and Finland (16%).
- Across markets, weekday listening surpassed weekend listening by 40–50%, driven by routines like commutes and work breaks. Spain led with a 74% weekday advantage, followed by Norway (51%) and Finland (44%).
A willingness to pay
“2024 has seen spoken audio entertainment reach new heights of influence globally,” said Podimo Chief Content Officer Sachin Doshi. “We see a stronger willingness to pay for quality local-language content, and in several markets, we’re already generating more revenue for podcasters than the entire local advertising business. Our goal is to make that a reality everywhere.”
Doshi also pointed to the growing synergy between podcasts and audiobooks and the potential for visual enhancements in audio formats. “The future of audio is audio,” he said, “but some formats lend themselves to a richer experience through visual engagement. For genres like true crime, we’re exploring ways to add value without compromising the core listening experience.”
Podimo predicts continued growth in local-language content, expanded use of podcasts to discover audiobooks, and an increased focus on blending audio with visual elements to enhance listener engagement. The company says the report underscores how podcasts and audiobooks have become integral to daily routines, and demand for innovative formats is set to rise in 2025.
You can read the report here.
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