Edition 03. Back from London! New markets, new shows, and something that doesn't add up.
We're back from London.
Last month, the Genuina Media team attended The Podcast Show 2026, one of the podcast industry's biggest annual gatherings. The conversations this year covered a lot of ground — how AI is changing the way podcasts are made, how big media companies are rethinking their revenue models, and how the international podcasting space is developing as the whole industry shifts underneath it.
There was a dedicated space for international podcasting this year — something that felt overdue and genuinely exciting to be part of. The conversations around markets outside the US and the UK have gotten sharper, more specific, and harder to ignore. And the networking is simply unmatched. London has a way of putting the right people in the same room at the right time. We're already hoping to be back next year.
This month's edition reflects what we brought home from those conversations. Four new Global Podscape episodes, five new shows on the network, and an investigation we've been sitting on for a while: a Mexico City local news podcast generating millions of ad impressions with almost no real audience to show for it. We think the industry needs to take a look.
I. The Global Podscape - This Month's Episodes
🇨🇴 Colombia
What's Going On in Colombia? — with Alejo Vargas (AdsMovil, Podway & The Podcast Academy)
Colombia is becoming one of the most important markets for Spanish-language audio, and Alejo Vargas sits at the center of it. From programmatic buying to creator infrastructure, this episode maps what's being built and where the opportunity lies for brands looking to enter the market. Checkout Podway and Adsmovil.
🇳🇬 Nigeria
What's Going On in Nigeria? — with Tony (Tony Doe) Onwuchekwa
Nigeria has one of the most active podcast cultures on the African continent — and almost no presence in the conversations happening in the US market. Tony Doe breaks down the landscape: who's making shows, who's listening, and what international brands are missing by not paying attention.
🌎 Latin America
How Decretum Podcast Became a Massive Podcast in Latin America
Decretum is one of the most remarkable growth stories in Latin American podcasting. In this episode, we dig into how a show built its audience from the ground up and what that trajectory reveals about how podcast fandom works across the region.
🇻🇪 Venezuela
What's Going On in Venezuela? — with Chris Andrade from Escuela de Nada
Venezuela has built one of the most distinctive podcast cultures in Latin America — almost entirely outside the platforms everyone else relies on. Chris Andrade breaks down how creators have found audiences, built revenue, and kept making shows in a market where the normal rules simply don't apply.
II. Top new shows on the Genuina Network
Noches de Historia
History / Spain
History told like a novel. Iván Patxi Gómez Gallego narrates stories of betrayal, mystery, and forgotten figures with careful sound design and pacing you'd expect from scripted fiction. Winner of Best Breakthrough Podcast at Podcast Days 2025. The kind of show that makes you realize what the format is actually capable of.
¿Qué Haría Jesús?
Religion and Spirituality / Latin America
A daily gospel reflection hosted by seven Legionary of Christ priests, produced by New Fire. Short, consistent, and built for a faithful audience that shows up every morning — over 8,500 ratings on Spotify. A strong example of how faith content travels across borders without needing to be localized
Dosis de Chismecito
Comedy / Mexico
Entertainment news and celebrity gossip with a Colombian voice and attitude. The kind of show that builds loyal, daily habits in its listeners — exactly the audience behavior that makes podcast advertising work.
Relatos del Olimpo
History / Mexico
Greek mythology retold in Spanish, from Mexico. Mythology content has proven its staying power across platforms and languages — this show taps into that appetite with strong storytelling roots and a format that travels well
Sociedad de Los Ilustres Caballeros
Entertainment / Mexico
Three friends — Chaparro Salazar, Maistro Gus, and Edgar Villa "Villita" — tackling life, philosophy, history, and conspiracy theories with total irreverence and genuine passion. The kind of conversational show that builds the most loyal audiences in podcasting: people who don't just listen, they show up
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III. From the Desk of Genuina
A show generating millions of ad impressions. Almost no audience to show for it.
Earlier this year, a Mexico City local news podcast kept appearing in our programmatic inventory at a scale that made no sense. In May 2026, it ranked among the top 65 most-served shows in the US programmatic market, delivering more impressions than TED Talks Daily, with 52 ratings and 1,000 followers on Spotify.
We went looking for the audience. What we found in the data instead — 99% Android Browser delivery, geographic patterns frozen across two months, and over 10,000 impressions per hour at 1am Mexico City time — raises questions the industry hasn't answered yet.
We're not making accusations. We're sharing the data and asking the platforms, the measurement companies, and the exchanges to take a closer look.
