Canonical URL: https://elacelerador.es/en/acquisition/podcasts-spain-ivoox-discovery-affinity-creator-support/ --- description: Observatorio iVoox 2026 connects discovery, specialist advertising and creator support through a survey of 3,164 listeners. title: Podcasts in Spain: iVoox links discovery, audience fit and creator support image: https://elacelerador.es/images/social/v1/podcasts-spain-ivoox-links-discovery-audience-fit-creator-support-fcc56e692272a191a356991950d4ca1f.jpg --- 1. [Home](https://elacelerador.es/en/) 2. [Acquisition](https://elacelerador.es/en/acquisition/) # Podcasts in Spain: iVoox links discovery, audience fit and creator support Observatorio iVoox 2026 connects discovery, specialist advertising and creator support through a survey of 3,164 listeners. By [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 20 October 2026 at 10:55 CEST 9 min read [ Add as preferred source ](https://www.google.com/preferences/source?q=elacelerador.es&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Podcasts+in+Spain%3A+iVoox+links+discovery%2C+audience+fit+and+creator+support+https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Podcasts+in+Spain%3A+iVoox+links+discovery%2C+audience+fit+and+creator+support&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![A person wearing headphones faces a desktop microphone, laptop and handwritten sheet](https://elacelerador.es/images/variants/v1/podcasts-spain-ivoox-links-discovery-audience-fit-creator-support-person-wearing-headphones-w1280.webp) Preparing a podcast recording, April 4, 2017\. Context and archive photograph by Guillaume Bonzoms, CC0\. Framing, size and format adapted. Photo: [Guillaume Bonzoms · CC0](https://commons.wikimedia.org/wiki/File:Enregistrement%5Fd'un%5Fpodcast.jpg?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) **In this report** 1. [A routine creates opportunities, but listening time has a limit](#article-section-a-routine-creates-opportunities-but-listening-time-has-a-limit) 2. [A branded podcast needs distribution beyond the brand](#article-section-a-branded-podcast-needs-distribution-beyond-the-brand) 3. [Specialisation makes context an advertising argument](#article-section-specialisation-makes-context-an-advertising-argument) 4. [The creator’s voice invites an action that still needs to take shape](#article-section-the-creator-s-voice-invites-an-action-that-still-needs-to-take-shape) 5. [Direct payment buys support, exclusivity and a different experience](#article-section-direct-payment-buys-support-exclusivity-and-a-different-experience) 6 figures * [Daily listening anchors participants’ podcast habit](#article-figure-1) * [Search interest is below its February peak](#article-figure-2) * [Platforms stand out in branded-podcast discovery](#article-figure-3) * [Topic affinity matters to reported advertising reception](#article-figure-4) * [Purchase intention and reported past purchases are different measures](#article-figure-5) * [Supporting the creator sits alongside paying for a better experience](#article-figure-6) [Download data (CSV)](https://elacelerador.es/en/download.csv?article=%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F) Chart values, table cells, source references and the report revision date. Podcast platforms appear as a discovery route for branded shows at 45.1%, compared with 16.6% for the advertiser’s own channels. The contrast in Observatorio iVoox 2026 places a consequential part of the business before the advertising placement: getting someone to find a programme and want to listen. Published on Sept. 30 by iVoox in collaboration with Publiespaña, the report combines a survey of 3,164 listeners in Spain with another of 53 agency and advertising professionals, alongside platform information. The listeners’ responses describe their habits, discovery routes and willingness to engage with advertising or support creators financially. For iVoox, a platform operated from Sant Cugat del Vallès, the opportunity is to connect a catalogue of voices and communities with two different buyers: a brand seeking an audience with relevant interests, and a listener willing to finance content. Distribution, context selection and revenue are related tasks, but each needs its own proposition. ## A routine creates opportunities, but listening time has a limit Some 50.67% of participants report listening to podcasts daily and 20.88% several times a day. Weekly listening accounts for another 22.81%. The pattern gives creators a recurring relationship with their audience, different from an isolated visit attracted by a headline. The data behind the story ### Daily listening anchors participants’ podcast habit Listening frequency reported in the 2026 iVoox and Publiespaña listener survey. Participating listeners Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** iVoox / Publiespaña 2026 survey of 3,164 podcast listeners in Spain. Categories total 99.99% due to rounding; self-reported frequency among participants. Explore the data table Scroll left or right to see all columns __Daily listening anchors participants’ podcast habit (%)__ | Category | Participating listeners | | ------------------- | ----------------------- | | Several times a day | 20.88% | | Daily | 50.67% | | Weekly | 22.81% | | Monthly | 2.09% | | Occasionally | 3.54% | The report puts average consumption at 10.6 hours and 9.5 episodes a week. That time already competes with an abundant supply: 47.67% identify lack of time as a barrier to listening more. Difficulty finding content of interest accounts for 10.04%, and not knowing where to start among so many options for 9.34%. Distribution can make choosing easier, but adding programmes does not itself expand the time available. Spanish searches for “podcast” provide a separate view of timing. Across complete weeks from Oct. 26, 2025, to Oct. 17, 2026, the index reaches its maximum of 100 during Feb. 15–21\. The latest complete week, Oct. 11–17, records 74\. The recent picture does not correspond to the year’s search peak. The data behind the story ### Search interest is below its February peak Spain, complete weeks from Oct. 26, 2025, to Oct. 17, 2026\. Relative 0–100 index for the expression “podcast”. podcast interest index (0–100) Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** Google Trends Explore the data table Scroll left or right to see all columns __Search interest is below its February peak (interest index (0–100))__ | Category | podcast | | --------------------- | -------------------------- | | 2025-10-26/2025-11-01 | 79 interest index (0–100) | | 2025-11-02/2025-11-08 | 90 interest index (0–100) | | 2025-11-09/2025-11-15 | 89 interest index (0–100) | | 2025-11-16/2025-11-22 | 86 interest index (0–100) | | 2025-11-23/2025-11-29 | 89 interest index (0–100) | | 2025-11-30/2025-12-06 | 87 interest index (0–100) | | 2025-12-07/2025-12-13 | 82 interest index (0–100) | | 2025-12-14/2025-12-20 | 81 interest index (0–100) | | 2025-12-21/2025-12-27 | 73 interest index (0–100) | | 2025-12-28/2026-01-03 | 79 interest index (0–100) | | 2026-01-04/2026-01-10 | 79 interest index (0–100) | | 2026-01-11/2026-01-17 | 96 interest index (0–100) | | 2026-01-18/2026-01-24 | 88 interest index (0–100) | | 2026-01-25/2026-01-31 | 91 interest index (0–100) | | 2026-02-01/2026-02-07 | 90 interest index (0–100) | | 2026-02-08/2026-02-14 | 95 interest index (0–100) | | 2026-02-15/2026-02-21 | 100 interest index (0–100) | | 2026-02-22/2026-02-28 | 98 interest index (0–100) | | 2026-03-01/2026-03-07 | 95 interest index (0–100) | | 2026-03-08/2026-03-14 | 91 interest index (0–100) | | 2026-03-15/2026-03-21 | 88 interest index (0–100) | | 2026-03-22/2026-03-28 | 96 interest index (0–100) | | 2026-03-29/2026-04-04 | 90 interest index (0–100) | | 2026-04-05/2026-04-11 | 83 interest index (0–100) | | 2026-04-12/2026-04-18 | 85 interest index (0–100) | | 2026-04-19/2026-04-25 | 83 interest index (0–100) | | 2026-04-26/2026-05-02 | 82 interest index (0–100) | | 2026-05-03/2026-05-09 | 80 interest index (0–100) | | 2026-05-10/2026-05-16 | 85 interest index (0–100) | | 2026-05-17/2026-05-23 | 74 interest index (0–100) | | 2026-05-24/2026-05-30 | 84 interest index (0–100) | | 2026-05-31/2026-06-06 | 80 interest index (0–100) | | 2026-06-07/2026-06-13 | 77 interest index (0–100) | | 2026-06-14/2026-06-20 | 71 interest index (0–100) | | 2026-06-21/2026-06-27 | 70 interest index (0–100) | | 2026-06-28/2026-07-04 | 70 interest index (0–100) | | 2026-07-05/2026-07-11 | 72 interest index (0–100) | | 2026-07-12/2026-07-18 | 73 interest index (0–100) | | 2026-07-19/2026-07-25 | 69 interest index (0–100) | | 2026-07-26/2026-08-01 | 77 interest index (0–100) | | 2026-08-02/2026-08-08 | 75 interest index (0–100) | | 2026-08-09/2026-08-15 | 65 interest index (0–100) | | 2026-08-16/2026-08-22 | 81 interest index (0–100) | | 2026-08-23/2026-08-29 | 66 interest index (0–100) | | 2026-08-30/2026-09-05 | 70 interest index (0–100) | | 2026-09-06/2026-09-12 | 74 interest index (0–100) | | 2026-09-13/2026-09-19 | 83 interest index (0–100) | | 2026-09-20/2026-09-26 | 78 interest index (0–100) | | 2026-09-27/2026-10-03 | 68 interest index (0–100) | | 2026-10-04/2026-10-10 | 71 interest index (0–100) | | 2026-10-11/2026-10-17 | 74 interest index (0–100) | This is relative interest in an expression, rather than a playback count. It places searches for the format in time, while the survey describes its participants’ consumption. For the publishing business, the recurring habit makes it relevant to maintain an appointment with the listener and provide a specific reason to choose the next episode among those they already follow. ## A branded podcast needs distribution beyond the brand Some 40% of surveyed listeners say they listen to branded or corporate podcasts. Asked about discovery, the report places platforms ahead of acquaintances or friends, at 21.5%; advertising, at 17.3%; official brand channels, at 16.6%; and a podcaster’s recommendation, at 12.3%. The published routes overlap, so they are not an exclusive allocation of acquisitions. The data behind the story ### Platforms stand out in branded-podcast discovery Branded-podcast discovery channels published in Observatorio iVoox 2026. Published percentage Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** iVoox / Publiespaña Published routes total more than 100% and are not exclusive shares. The report does not specify this question’s effective base. Explore the data table Scroll left or right to see all columns __Platforms stand out in branded-podcast discovery (%)__ | Category | Published percentage | | ---------------------------- | -------------------- | | Podcast platforms | 45.1% | | Acquaintances or friends | 21.5% | | Advertising | 17.3% | | Official brand channels | 16.6% | | A podcaster’s recommendation | 12.3% | The comparison changes the advertiser’s task. Producing a conversation and publishing it on the company website covers only part of the journey. Listening platforms, recommendations and relationships between programmes create discovery opportunities that the corporate channel does not fully control. The brand enters a setting where content must compete through its subject, rather than simply through recognition of the logo. The study also identifies what attracts listeners after discovery: interest in the topics, at 20.21%; entertainment, at 14.54%; and educational value, at 13.26%. These are specific reasons to listen again. A corporate podcast can develop specialist expertise or a useful conversation without making every episode an explanation of the product. From that perspective, production investment needs to sit alongside distribution work. Defining that scope helps establish what the brand buys when financing a programme: a finished piece of content, access to a listening environment, or a combination of both. ## Specialisation makes context an advertising argument In the comparison between specialist and mainstream podcasts, 64% favour specialist shows when identifying where they are less likely to skip ads. The same 64% versus 36% relationship appears for trust in advertising recommendations. Alignment with their interests receives 62% versus 38%, and attention to ads 58% versus 42%. The data behind the story ### Topic affinity matters to reported advertising reception Reported comparison between specialist and mainstream podcasts on four aspects of advertising reception. SpecialistMainstream Tap or hover for details. Select a series above to show or hide it. Expand notesCollapse notes **Source:** iVoox / Publiespaña Each row compares reported preferences between two contexts and totals 100%. These are not two campaign experiment groups. Explore the data table Scroll left or right to see all columns __Topic affinity matters to reported advertising reception (%)__ | Category | Specialist | Mainstream | | -------------------------------------------- | ---------- | ---------- | | Less likely to skip ads | 64% | 36% | | Greater trust in advertising recommendations | 64% | 36% | | Ads more aligned with their interests | 62% | 38% | | Greater attention to ads | 58% | 42% | These responses support a more precise choice of context than simply seeking the largest programme. A community gathered around a subject can offer an advertiser a recognisable relationship between the conversation, the listener’s need and the product. The preferences expressed by respondents help identify which combination of content and advertiser deserves examination. In their commercial presentation within the report, iVoox and Publiespaña offer planning, activation and measurement through direct or programmatic buying. They describe coverage across iVoox, Spotify, Apple Podcasts and other platforms, with segmentation by interests, habits and listening context. They present a catalogue of more than 500,000 Spanish-language podcasts, a supply figure encompassing large audiences and specialist communities. The economic mechanism is to make those environments accessible without requiring every brand to build its own audience from scratch. Intermediation brings inventory and buying options together; the editorial choice of programme supplies the context. The survey gives reasons to consider a niche, while the specific proposition needs to preserve the connection between the subject and the advertised offer. ## The creator’s voice invites an action that still needs to take shape After hearing a podcaster’s advertising mention, 66% say they would visit the advertiser’s website and 56% that they would buy a product. Another 28% report having bought one. The change in tense matters: two answers express willingness, while the third describes past experience. The data behind the story ### Purchase intention and reported past purchases are different measures Published answers following a podcaster’s advertising mention: two intentions and one reported past purchase. Published response percentage Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** iVoox / Publiespaña Would visit and would buy express intention; has bought is reported experience. The bars are not stages of one measured funnel. Explore the data table Scroll left or right to see all columns __Purchase intention and reported past purchases are different measures (%)__ | Category | Published response percentage | | ------------------------------------ | ----------------------------- | | Would visit the advertiser’s website | 66% | | Would buy a product | 56% | | Reports having bought a product | 28% | For a brand, the interest of these responses lies in showing that a relationship with the creator can accompany consideration as well as a reported purchase. The destination page, offer and commercial process continue that journey when the listener decides to act. The report also qualifies its own argument about host mentions. In another comparison, the mention receives 65.6% for website visits against 62.2% for an advertising spot, but the row labelled “buys the product” shows 56% for the mention and 58% for the spot. The creator’s voice does not lead on every indicator. Selecting it for audience fit and its integration into the content is more precise than assigning it universal commercial superiority. That distinction affects the creative brief. A recommendation that makes sense within the conversation can explain why the product belongs there and provide a recognisable next step. ## Direct payment buys support, exclusivity and a different experience Financing the creator adds another economic relationship. The report says one in three listeners already financially supports one or more podcasts, while 60% would be willing to do so. Among the published motives, helping the podcaster reaches 58.47%, listening without advertising 44.85%, and accessing exclusive content 43.89%. The data behind the story ### Supporting the creator sits alongside paying for a better experience Reasons for financially supporting podcasts published in Observatorio iVoox 2026. Published percentage Tap or hover for details. All values are also available in the data table. Expand notesCollapse notes **Source:** iVoox / Publiespaña Motives can overlap and are not revenue shares. The report does not specify this question’s effective base. Explore the data table Scroll left or right to see all columns __Supporting the creator sits alongside paying for a better experience (%)__ | Category | Published percentage | | --------------------------- | -------------------- | | Helping the podcaster | 58.47% | | Listening without ads | 44.85% | | Accessing exclusive content | 43.89% | | Entering competitions | 17.48% | | Talking with the podcaster | 17.26% | Entering competitions accounts for 17.48%, and talking with the creator for 17.26%. Motives can coexist and are not revenue shares. Personal support and an improved experience sit alongside each other: a listener may want a programme to continue while also valuing an ad-free version or additional content. That creates a decision for the catalogue and each producer. Advertising monetises attention of interest to a brand; direct payment depends on a proposition that the listener considers valuable. Exclusive access, programme continuity and listening without ads provide different reasons to sustain the relationship. The business described by the study begins with content selection and continues through affinity with a voice. Platforms help the programme get discovered; specialisation offers context for advertising; and the relationship with the creator can sustain a direct contribution. Connecting those functions is more useful than treating every listen, intention and payment as a single measure of success. [Back to top ↑](#article-top) ## In this article ### Sources and documents * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · iVoox / Publiespaña * [iVoox](https://www.ivoox.com/blog/observatorio-ivoox-2026-podcast-espana/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · iVoox * [iVoox](https://legal.ivoox.com/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) · iVoox * Google Trends * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es#page=8) * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es#page=51) * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es#page=39) * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es#page=33) * [iVoox / Publiespaña](https://mkt.ivoox.com/prensa/observatorio-ivoox-2026.pdf?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es#page=41) Share [ ](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dlinkedin%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on LinkedIn") [ ](https://wa.me/?text=Podcasts+in+Spain%3A+iVoox+links+discovery%2C+audience+fit+and+creator+support+https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dwhatsapp%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on WhatsApp") [ ](https://t.me/share/url?url=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dtelegram%26utm%5Fmedium%3Dsocial&text=Podcasts+in+Spain%3A+iVoox+links+discovery%2C+audience+fit+and+creator+support&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Telegram") [ ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Felacelerador.es%2Fen%2Facquisition%2Fpodcasts-spain-ivoox-discovery-affinity-creator-support%2F%3Futm%5Fsource%3Dfacebook%26utm%5Fmedium%3Dsocial&utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es "Share on Facebook") ![Portrait of Marian Vasile](https://elacelerador.es/images/variants/v1/marian-vasile-autor-acelerador-retrato-w320.webp) [LinkedIn](https://www.linkedin.com/in/nairamelisav/?utm%5Fsource=elacelerador.es&utm%5Fcampaign=elacelerador.es) About the author ## [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) Marian Vasile is a MarTech and growth professional. His work spans product marketing, SEO, paid advertising and deep online tracking, including behavioral analytics and attribution. ## Related articles [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [Celeste and the eclipse: triple the reach at the same budget](https://elacelerador.es/en/acquisition/celeste-eclipse-reach-instagram-wine-searches/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 20 October 2026 12 min [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [Vocational training: EIGO times acquisition around enrolment](https://elacelerador.es/en/acquisition/vocational-training-eigo-sayonara-enrolment-acquisition/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 20 October 2026 13 min [Acquisition](https://elacelerador.es/en/acquisition/) Analysis ### [Yatekomo turns its old recipe into a €100,000 digital challenge](https://elacelerador.es/en/acquisition/yatekomo-sayonara-old-recipe-digital-challenge/) [Marian Vasile](https://elacelerador.es/en/author/marian-vasile/) 18 October 2026 12 min **In this report** 1. [A routine creates opportunities, but listening time has a limit](#article-section-a-routine-creates-opportunities-but-listening-time-has-a-limit) 2. [A branded podcast needs distribution beyond the brand](#article-section-a-branded-podcast-needs-distribution-beyond-the-brand) 3. [Specialisation makes context an advertising argument](#article-section-specialisation-makes-context-an-advertising-argument) 4. [The creator’s voice invites an action that still needs to take shape](#article-section-the-creator-s-voice-invites-an-action-that-still-needs-to-take-shape) 5. 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