New data from market research firm YouGov shows South Africans are big fans of podcasts, earmarking us as a key international market of listeners. According to their 2024 research, 69% of South Africans who responded to an online survey listen to podcasts for more than an hour a week, which puts us top of their country index, or, in other words, the surveyed country with the most regular podcast listeners.

Of course, the survey result amounts to polling the country’s most digital-savvy and often wealthiest citizens. But it also means podcasts are an undervalued comms channel for any brands looking to speak to the country’s netizens with cash to spend.