Let's Talk
Menu
As global media consumption increases, podcast popularity continues to rise with it. Some have attributed the growth of podcasts to the Covid-19 pandemic, citing the human need for social connection during lockdowns as a primary driver behind audiences seeking connection through long-form audio content.
The intimate, conversational nature of podcasts appeals to listeners around the world, often outperforming traditional brand strategies by winning trust and loyalty. As more and more people tune in worldwide, brands are beginning to transform their podcasts into multilingual, localised marketing tools, ensuring relevance and influence in growing international markets.
Currently, there are over 4.5 million podcasts registered worldwide. Let’s compare that with the approximate 700,000 to 800,000 unique podcasts that were available globally just a few years ago.
North America leads the way in terms of listener statistics, with around 45% of the population listening to podcasts monthly, and Western Europe follows close behind with 32%. This is unsurprising, given the English language dominates the podcast landscape. Around 2.2 million podcasts are in English.
But listener numbers in the rest of the world are rapidly climbing. Countries like Indonesia and India boast high podcast engagement rates, and nearly half of consumers in Mexico and Brazil tune into podcasts weekly.
The podcasting market in these countries is booming, with Mexico’s podcast advertising market expected to generate $980.1 million by 2030. Some research also ranks Brazil as the world’s third-largest podcasting market. Popular shows like Modus Operandi and Escándalo Mexicano also highlight the global appeal of Latin American podcast production.
With the closure of Amazon’s successful podcast production company Wondery in Mexico and Brazil, the market has opened up for local and independent creators to enter, expand, and find their place, taking advantage of such an engaged and growing audience.
Podcasts are also impressively accessible. You can tune in from anywhere in the world, at any time, again and again, and businesses are taking full advantage of this.
By making your podcast more accessible, whether through transcripts or design choices, you improve the experience for everyone. Captions, translations, and inclusive language don’t just create a more welcoming and inclusive listener experience, but also boost SEO, increase discoverability, and build a deeper sense of loyalty and trust. Every step towards accessibility expands your reach, attracts new audiences, and builds on your relationships with listeners.
To effectively “go global”, brands and individuals need to create content that taps into those global markets where English is not the native language. This is where translation and localisation come in.
Multilingual podcasts allow your content to reach listeners who don’t speak the original language. By translating episode audio, transcripts, and subtitles, brands can enter new linguistic markets and potentially multiply their audience. When listeners consume content in their mother tongue, understanding and connection is improved, which is essential to build a trustworthy brand.
This is going that extra step for your listeners. Audio content localisation adapts podcast content to reflect different region’s cultural values and expectations. From cultural references and idiomatic expressions to humour and tone, localised content helps podcasts really hit home.
Localisation demonstrates care and authenticity. It helps cultivate a loyal and engaged audience, often leading to better overall brand visibility.
Direct translations can sometimes be wrong, especially across dialects and without native cultural insight. Localisation takes culture into account, as well as the language. It makes the podcast feel like it was made with that audience specifically in mind.
Translating makes your podcast accessible, localisation makes it matter.
WSPID (World Society for Pediatric Infectious Diseases) is a global organisation with a large network of professionals in Central and South America. In partnership with Cue, they produce a podcast exploring key topics in paediatric infectious diseases.
To make their podcast episodes more accessible and extend their reach, WSPID has incorporated translation into its podcast strategy. Using Descript, Cue transcribed the episodes and translated the script into Spanish, with Descript then generating subtitles. Importantly, an internal team-member, Camila, proofread and edited the script and subtitles to ensure accuracy.
More recently, Cue used the same process in reverse, creating English subtitles for WSPID’s Spanish-language interviews.
One of the main strengths of podcasts is their conversational nature. There are colloquialisms, jokes, and expressions, which don’t always translate well.
A good example is Netflix’s Squid Game. Korean speakers criticised the English subtitles, arguing that if you watched it in English, you did not watch the same show as those who watched it in the original language.
Audio content localisation goes beyond literal translation. It adapts voice-overs and subtitles to reflect the cultural context of different markets. Working with native, bilingual, and bicultural speakers ensures that both the words and tone and intent of the content is communicated effectively.
Even perfectly translated content can still send the wrong message. Making an effort to truly understand your audience, not just linguistically but culturally, builds deep trust, while frequent mistakes damage it. Localisation indicates that your brand respects audience differences and is committed to inclusion.
Localisation also strengthens brand consistency. Your image and message can be adapted across cultures and languages yet remain fundamentally the same. Logos, taglines, and slogans can be subtly tweaked for different markets while keeping you brand’s image unified.
With 75% of consumers preferring to access product information in their native language, audio content localisation is becoming more and more advantageous.
According to CSA research, 40% of consumers will never buy from websites in a different language. Harvard Business Review also notes that customers who are emotionally invested in a brand are 52% more valuable than those who are simply satisfied.
Multilingual podcasts have a direct impact on this connection. Speaking to audiences in their own language increases understanding, emotional engagement, and consumer confidence.
Brands with an international podcast strategy offering multilingual content are 1.5x more likely to increase their revenue. Whether through more ad opportunities, paid subscriptions, or sales, multilingual podcasts bring massive long-term returns.
Humans have long been at the core of the language industry. Beyond direct translation, human translators can interpret meaning, cultural quirks, and intent. However, the rise and development of AI technology, combined with growing globalisation, is reshaping how the translation industry works.
AI can be a useful tool for translators, rather than a threat. It can handle heavy workloads and rapidly translate high volumes of text efficiently. This frees up time for human translators to review, refine, and localise content, considering cultural context and emotional nuance.
Tools like Descript use AI to transcribe audio and generate artificial voices based on the original speaker, making it easier to adapt podcasts for different languages and needs. Platforms such as Dubly.ai and Lokalise are also AI tools that support translation and localisation into around 30 languages, often including multi-speaker and video formats, a strong starting point for podcast globalisation.
Yet, podcast translation and localisation will always require a human touch. Nuances in language, tone, humour, and cultural meaning will still demand human judgement for precision, accuracy, and genuine audience connection.
Video podcasts expand reach, especially among younger audiences. In a survey of over 3,000 US consumers, 27% watch vodcasts weekly, and YouTube is a top podcast discovery channel.
Global services like Spotify and Apple Podcasts offer international reach, but localising your content for region-specific platforms (Ximalaya in China, iVoox in Latin America) this increases organic discovery and makes global listeners feel included.
Sharing video clips, teasers, and pulled quotes on social media helps reach non-podcast audiences and maximise episode value. Platforms like TikTok, Instagram, and LinkedIn attract different demographics, and subtitled video clips help cross language barriers without full audio translation.
Translated and localised episodes tap into international markets and increase global reach and collaboration opportunities
Transcripts improve accessibility and discoverability. Translated transcripts, peppered with keywords and phrases, are useful for global audiences and support SEO strategies
Guest appearances, host endorsements, and collaborations introduce and promote your content globally in a cost-effective way.
Rising global listenership is encouraging brands to invest more in making their podcast content as accessible as possible. From translations and subtitles to culturally-informed adaptations.
AI-generated transcripts, episode summaries, and timestamps, as well as AI production support like noise reduction and filler-word removal, can be used alongside human input.
Businesses with a branded podcast strategy see 89% higher brand awareness, 57% higher brand consideration, and 14% higher purchase intent. Engagement is strengthened through authentic conversations delivered via the trusted medium of the human voice.
With 48% of podcast listeners preferring video, the rise of “vodcasts” highlights the value of a multi-channel content strategy. Repurposed visual clips for socials also amplify discoverability.
Podcasting is moving beyond audio, with growing demand for live experiences. Live shows deepen engagement through real-time questions and audience interactions, and offer brands additional revenue opportunities.
For brands looking to expand internationally, translation and localisation are essential in achieving this successfully. Multilingual, culturally relevant content builds trust, strengthens consumer connection, and improves understanding among audiences worldwide.
By investing in accurate translation and localisation strategies, WSPID propelled its message beyond language barriers and ensured its insights reached professionals in both English and Spanish-speaking communities.
If you’re ready to do the same and take your brand to the next level, Cue can help you get there. Book a call with a member of our team today, and watch your audience grow.
Join our carefully curated newsletter packed with insights, tips and resources to help shape and share your stories.
