Podcasting is growing across the globe, but many creators still focus exclusively on English-speaking audiences. While the U.S., U.K., Canada, and Australia remain core markets, international listenership is expanding rapidly and so are the opportunities. If you’re serious about growing your podcast brand, it may be time to look beyond familiar borders.
Start with Global Listening Trends
Before entering a new market, it’s important to understand how podcast consumption differs across regions. In countries like Brazil, South Korea, and Sweden, mobile-first listening and platform preferences shape how people find and engage with podcasts. In some markets, Spotify is dominant. In others, local platforms or radio hybrids drive listenership.
Research where your podcast category is growing internationally. Comedy may thrive in one region, while news or self-improvement resonates in another. Tools like Chartable, Podscribe, and platform-specific dashboards can provide location data and listening behavior insights to help you prioritize target countries.
Localize, Don’t Just Translate
If you plan to reach non-English-speaking audiences, localization matters more than direct translation. That means adapting your content to reflect cultural norms, humor, references, and expectations. Even episode titles and descriptions should be reviewed for tone and clarity in the new language.
You don’t need to translate your entire back catalog. Instead, consider launching curated episodes or bonus content in another language, or partnering with a local voice to co-host or narrate. Bilingual creators can also experiment with multi-language releases while tracking engagement in each language group.
Build Partnerships with Local Influencers and Creators
One of the fastest ways to gain trust in a new market is by collaborating with local podcast hosts, influencers, or communities. Cross-promotion can introduce your show to a new audience in an organic way. You might guest on a regional podcast or invite a local voice onto your own feed.
Building relationships with media outlets, creators, and industry groups within your target region also helps generate visibility. Participate in international podcast festivals, submit your show to regional charts, and explore PR channels that are relevant to your new audience.
Final Thoughts
International podcast growth isn’t just about reaching more people, it’s about connecting with them in a way that feels personal and relevant. By understanding local habits, adapting content thoughtfully, and forming authentic partnerships, you can bring your podcast to listeners worldwide without losing your unique voice.
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