Mar 12, 2024 - World

Latino podcast network My Cultura plans for major growth

Illustration of a microphone cord forming a line chart going up.

Illustration: Shoshana Gordon/Axios

A major podcasting network aimed at reaching U.S. Latinos is ramping up content production ahead of its third anniversary.

Why it matters: Podcasting is a $8.7 billion industry in North America dominated largely by white voices, yet Latinos are more likely than other audiences to listen to podcasts, according to research from last year.

Driving the news: iHeartMedia's My Cultura Network, launched in July 2021, will soon have 40 podcasts under its belt, senior vice president Gisselle Bances tells Axios Latino.

  • The network's podcasts are in English, Spanglish, and Spanish, and its audience is predominantly Latinas ages 20 to 30.
  • The variety of podcasts — some with celebrity hosts like an upcoming show featuring actor Wilder Valderrama, cater to the diversity among Latinos, Bances says.
  • "It's really important to talk about that not all Latinos speak Spanish, that some of us are bilingual and had the opportunity to learn both languages. Some of us didn't, and we really identify as Latinos, which is great," she adds.

What's next: Bances says she wants My Cultura to go beyond podcasting and become an all-encompassing brand that includes events and more presence on social media.

  • That also means curating talent and "finding folks that may not be celebrities or huge influencers, but have a really strong story to tell."

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