The Boom Has an Address: Business and Tech Podcasts in Latin America

Since we started Genuina Media, we've been asking ourselves the same question: when will the money finally come down from podcast advertising to Latin America?

There is money in podcast advertising in the region, and there's more every year. But the numbers aren't where they should be, especially when you look at how much Latin Americans listen.

The audience is already here

Latin America now has more podcast listeners than North America: about 158 million in 2025 versus 155 million, and the gap is expected to widen to 168 million versus 161 million in 2026. And these aren't casual listeners. In Mexico, half of consumers listen to podcasts at least an hour a week; in Brazil it's 44%, and in Colombia 41%.

Now compare that to the money. In the United States, podcast advertising revenue reached $2.9 billion in 2025, growing 17.6%. Latin America has a bigger audience and nowhere near that share of the spend. Some of the biggest podcasts in the region, with millions of listeners, still don't have a clear path to monetization.

The gap isn't even across the region. Brazil and Mexico, the largest economies, are seeing more and more demand. In markets like Chile, Peru and Argentina, demand for podcast advertising has moved more slowly.

But in 2026, we've seen something change. And it's coming from a place many people didn't expect.

The avenue: AI, fintech and B2B

Think about AI agents. AI for law. AI for real estate. AI for whatever industry you can name. Add fintechs and B2B software. These companies are growing fast across the region, and they all share two problems.

First, the competition is fierce. A new AI company launches every week, and many of them are selling almost the same thing.

Second, they sell to businesses. That means Instagram, TikTok and Meta in general don't really work for them; nobody signs an enterprise contract because of a reel. And LinkedIn, the obvious B2B channel, is oversaturated. Every company is posting, every feed looks the same, and attention is getting harder to buy.

That leaves podcasts. And I'd dare to say newsletters too, but today we'll focus on podcasts. For these brands, podcasts are the best advertising channel available. And they know it.

Who these advertisers are

The companies knocking on our door look a lot alike. They're Series B and Series C companies that need to grow fast and want to see results fast. They have the budget and the pressure to perform.

But their product is complex. It's not easy to explain in a reel. It's not easy to explain on a TikTok. Someone with expertise and real knowledge of the subject has to explain it, and that only happens in long form.

Why the format works

There's something between podcast hosts and their audiences that has become rare: trust.

Think about how we consume content today. We watch reels. We scroll vertical video. Most people don't read long texts anymore, and they rarely sit through anything long. In that world, long form has become a luxury.

So the people who still choose to spend an hour with a business or tech podcast are telling you something about themselves. They want to be more productive. They want to do better at their jobs and in their companies. And when a host they trust explains a product, they listen.

For a company selling something complex to decision makers, there's no better audience.

Not just podcasts: business podcasts

These companies aren't looking for any podcast. They're looking for shows that talk about business, investing and technology. Shows that reach founders, executives and C-level decision makers. For a company selling a specialized, high-value product, those audiences are the safest bet.

So, for the first time, we're seeing more demand than supply for business and tech podcasts in Latin America. Brands are asking for these shows, and there aren't enough of them yet.

The opportunity nobody is buying: English-language shows

Here's something we've seen that few brands have figured out yet: one of the best ways to reach C-level audiences in Latin America is through English-language podcasts.

Shows like The Daily, The Diary of a CEO and Hard Fork have a substantial audience in Mexico and Colombia. Those listeners are, almost by definition, the executives, founders and professionals these brands want to reach. And yet almost no one is buying that local inventory, even though it costs about five times less than buying the same shows in the US.

For a brand trying to reach decision makers in the region, it's one of the most underpriced audiences in podcasting.

Why this matters for everyone, not just business podcasts

This is great news for creators in these niches. But it's also great news for the whole industry.

Once brands try podcasting in Latin America through business shows, and see it work, they'll test other categories. That's how it usually happens: a brand gets comfortable with the channel in the niche that feels safest, and then expands to comedy, society, sports, entertainment.

The first campaign is always the hardest one to sell. After that, it's a conversation about where to go next. And we have a lot of categories and a lot of podcasts ready for that next step.

That's why we think business and tech shows are the key to podcast monetization in the region. They're the door. Everything else comes after.

For creators: now is the time

If you've been thinking about starting a podcast about business, investing, technology or AI, there isn't a better time.

Podcasters usually say, "I'm too early for the industry." That's not the case anymore. Honestly, by the time you're reading this, you're probably a bit late. But in our opinion, that's just in time.

And if you already have a show, be ready when brands call:

• Have a media kit.
• Have your statistics on hand, and keep them updated.
• Stop thinking only about "listeners." Today a podcast is audio, video and YouTube, and brands want to see your audience across all of them.

The money is coming. Make sure you're ready when it gets to you.