Argentine podcasting on the path to audiovisualization
Analysis of content production, distribution, and marketing in 2024
DOI:
https://doi.org/10.26422/aucom.2026.1503.espKeywords:
podcast, commodification, audiovisual production, platforms, ArgentinaAbstract
This article analyzes podcast production in Argentina during 2024, within the context of the global commodification and platformization of podcasting. Based on a systematic survey of a representative sample of podcasts available on digital platforms, the study examines production characteristics according to the type of actor-media outlets, production companies, independent podcasters, and radio stations-the predominant themes and genres, publication models, the use of video, and funding strategies.
The results describe a heterogeneous production landscape, with a predominance of conversational formats, weekly releases, and open, multiplatform content. Media outlets and production companies concentrate a large part of the supply, although independent podcasts are gaining relevance in terms of volume and visibility, especially with longer episodes and monologue formats. Thematically, “Culture, Education, and Society,” “Journalism,” and “Health and Wellness” stand out, while narrative genres, particularly audio fiction, remain in the minority.
The study identifies an expansion of videopodcasts as a strategy for the audiovisualization of the format, driven primarily by production companies and independent creators and integrated with platforms like YouTube and Spotify. However, monetization levels remain low: most podcasts lack external funding, and among those that do have it, commercial advertising in the form of branded content predominates.
Overall, the article interprets this scenario as one of productive instability, with a process of progressive audiovisualization and low overall economic sustainability.
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Copyright (c) 2026 Agustín Espada, María Emilia Sganga, Melina Sak Rivero, Maia Garaschenco
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