Italy media trends: Podcast listenership reaches 18.5 million

Podcast listenership in Italy has reached 18.5 million people, according to research conducted by NielsenIQ for Audible. This represents an 80% increase since 2018. On average, Italian listeners engage with podcasts five times per month for sessions lasting approximately 27 minutes. The most active demographic is between 25 and 34 years old, and there is growing integration within families, with 37% of parents reporting their children listen to podcasts.

While information and deep dives remain primary motivations, entertainment is a growing driver for listeners. Social media has emerged as the leading channel for discovering new content. Additionally, there is a strong overlap between audio formats, with 60% of listeners consuming both podcasts and audiobooks.

Parallel to shifts in audio, Auditel is evolving its audience measurement methodologies to account for the fragmented media landscape. As consumers move between televisions, smartphones, and computers, Auditel aims to track individual journeys across the ecosystem rather than just counting device impressions. This shift addresses the rise of connected TV, which reached 35.4 million individuals in Italy as of May 2026.