Podcasting that connects
In a world saturated with images, videos, and ephemeral content, podcasts and videopodcasts have established themselves as strategic formats for connecting with audiences. More than just a trend, they are a channel capable of generating closeness, conversation, and community in an increasingly noisy digital environment.
At Keepers, we understood this from the outset: the voice has power. Used well, it can be one of the most effective ways to build community, create value and strengthen brands. Investing in audio and conversational video means investing in formats that inspire trust and open up an authentic connection with audiences.
A growing market
Podcast consumption in Spain has increased by more than 30% in the past year. In fact, Spain is now one of the five European countries with the highest number of active listeners and listening hours, according to data presented by Spotify at Next in Podcast.
In addition:
• 60% of the population listens to digital audio on a daily basis (IAB 2024).
• Three out of four users aged 18 to 34 consume podcasts weekly, making the format one of the favorites among younger generations (Reuters Institute).
• Ninety percent of video podcast consumers do so in the foreground, reinforcing the importance of the audiovisual format (Edison Research).
• Advertising investment in podcasts in Spain now exceeds €6 million per year (Statista).
• Podcast ads generate 4.4 times more brand recall than other digital formats (Nielsen, Puro Marketing).
Podcasts as a strategy: why we are committed to this format
Podcast consumption has grown steadily in recent years, and this is no coincidence. Audiences are looking for depth, authenticity, and real conversation.
Unlike more immediate formats, podcasts allow time and space to explore topics, build narratives and create an intimate connection with those who listen and watch.
That said, a podcast is not simply about talking for the sake of it. At Keepers, we design each podcast as an experience. We consider the audience, the tone and the value each conversation brings.
The Keepers podcast universe
From our own productions to those we co-create with talent and influencers, Keepers is home to a wide and diverse podcast ecosystem. Some examples include:
• Poco se Habla (Little Talk) – With Ana Brito and Xuso Jones, this podcast says out loud what is often left unsaid. With humor, warmth, and great guests, each episode opens up topics that span generations: mental health, body image, social media, love, shame, family. A perfect mix of entertainment and honest conversation.
• Reyes del Palique – A space where gossip is pop culture. Fresh, informal, and addictive, this podcast connects with a young audience looking for disconnection, laughter, and unfiltered current events.
• Keep it Cutre – A celebration of chaos, everyday life and things that do not turn out perfectly. Here, cringe is not only allowed, it is embraced. With a relaxed, self-aware and humorous tone, the podcast explores personal anecdotes, memorable fails and reflections on life without filters or pretence. For those who know that a touch of tackiness is also part of identity.
• ¿Quieres ser mi amigo? (Do you want to be my friend?) – More intimate and emotional, this format starts from a simple but powerful premise: returning to real conversations about human connection in an age where digital technology permeates everything.
Some of the milestones we have achieved are:
• +400 episodes produced since 2020.
• +90 million cumulative views of our productions.
• +100 collaborations with national and international brands.
• Branded content campaigns with leading companies such as IKEA, N26, Mahou, Amazon Music, Zurich, Aperol, McDonald’s, Kaiku, and Baileys.
• Sponsorships that have exceeded 3.6 million listeners in a single season and generated more than 235 million social impressions (IKEA x Poco se Habla or N26 x PSH case studies – insert video example).
What makes a podcast work?
At Keepers, we believe that the success of a podcast is not only measured by listeners or subscriptions, but also by its real connection with the audience. That’s why each project is based on three pillars:
• Active listening: we design formats that respond to real interests, with topics that spark conversation and build community.
• Clear identity: from tone to visual aesthetics, each podcast has its own personality, consistent with its audience.
• Co-creation with talent: we work alongside creators, influencers, and experts, not only as guests, but as co-authors of the content.
The result is podcasts that do more than entertain. They build trust, strengthen relationships and position brands through authenticity.
The future is heard
Digital habits evolve, but the need to connect remains. At Keepers, audio is not just a trend. It is part of our vision of how to communicate with purpose. We will continue to invest in this format because we know that, when it is done well, a podcast isnot just heard or seen. It is felt.
If you have a story to tell, a brand that needs a voice, or a community you want to reach, let’s talk!
