More than one-quarter of adults in Europe have listened to a podcast in the last month, according to the latest data from the Reuters Institute for the Study of Journalism. Average podcast penetration across 14 European markets registered at 27.9%, marginally lower than North America and 14.1 percentage points lower than Asia Pacific.

Podcasts proved most popular in Spain, where 40.1% said they had listened to one in the past month. The UK and the Netherlands registered the lowest penetration, at 18.1% and 17.8% respectively.

The European region has seen total audio consumption hover around the two hours per day mark in recent years, with online listening accounting for 39.9% of this. Interest in podcast advertising has grown recently, likely due to the personal voice and strong listener attachment that they provide. However, brands must clearly signal their presence in order to distinguish between advertising and content.