The Future of Podcast Advertising in Latin America with Rodrigo Tigre

How do you build the infrastructure for a podcast market that's about to become larger than the United States?

For years, podcast industry conversations have largely centered around English-speaking markets. But according to Rodrigo Tigre, President and Co-Founder of Ozen.fm, the next major growth story may come from somewhere else entirely.

Rodrigo has spent more than two decades working in digital advertising and audio, helping brands, creators, and media companies navigate evolving technology and audience behavior. Today, through Ozen.fm, he's focused on connecting podcast creators, advertisers, and networks across Latin America while helping the industry solve one of its biggest challenges: monetization.

As Rodrigo explains:

"By 2027, the podcast consumption in Latam will surpass U.S., so we will have more podcast listeners than we have in the U.S."

That growth creates enormous opportunity, but it also requires education, measurement, attribution, and infrastructure capable of supporting advertisers across multiple countries, languages, and audience segments.

As he puts it:

"When we have these tools that can show audience results, there's going to be a shift into more investing, more money into the space."

In this episode of PodBiz, Rodrigo joins Norma Jean Belenky to discuss the future of podcast advertising in Latin America, why audio remains one of the most powerful engagement channels available to brands, and what creators should understand about the next wave of podcast growth.

Here are some insightful moments within the episode:

• Why Latin America is projected to surpass the U.S. in podcast listenership

• The differences between Brazil's podcast ecosystem and the broader Spanish-speaking market

• Why podcast advertising still represents a surprisingly small share of digital ad spend

• How attribution and measurement are helping unlock new advertiser investment

• The opportunity dynamic ad insertion creates for evergreen podcast content

• Why radio broadcasters are increasingly embracing podcasting

• The challenges and opportunities of serving multilingual audiences

• How Ozen.fm is helping connect creators, advertisers, and podcast networks across Latin America

About Rodrigo Tigre

Rodrigo Tigre is President and Co-Founder of Ozen.fm, a podcast advertising marketplace serving creators, networks, and advertisers across Latin America. With more than 25 years of experience in digital media, advertising, and audio, Rodrigo has helped shape podcast monetization strategies throughout Brazil and the broader LatAm market. He is also an active contributor to industry standards through IAB Brazil and has spent more than a decade working at the intersection of podcasting, technology, and advertising.

Connect with Rodrigo Tigre on LinkedIn: https://www.linkedin.com/in/tigre/

Episode Chapters:

(00:00) The LatAm Opportunity

(01:07) Podcast Monetization Models

(03:53) Brazil's Podcast Market

(06:16) Borderless Audiences

(07:40) Advertising Growth

(13:09) The Ad Spend Gap

(18:23) Educating Advertisers

(22:32) Radio And Podcasting

(24:05) Audio-First Content

(27:04) Monetizing Back Catalogs

(29:27) Dynamic Host-Reads

(32:17) Building Ozen.fm

(36:18) Rodrigo's Journey

(43:50) Attribution And Measurement

(46:03) Advertising In The Family

(49:28) The Future Of Podcasting

Some Additional PodBiz Buzz:

"Podcasting is a digital medium that you can listen to offline without a screen.""We truly believe in the power of audio and the engagement it creates.""The influence of it is completely different."

PodBiz is the podcast about the business of podcasting. Hosted by industry veterans Norma Jean Belenky and John Kiernan, the show features conversations with creators, executives, and platform leaders to answer one question: Where’s the money in podcasting?

Each episode dives into monetization strategy, adtech, branded content, IP development, and audience growth. Guests include leaders from Acast, Captivate, Crooked Media, Buzzsprout, True Native Media, Podfest, and more.

Learn more: njbmedia.co | thepodhouseproductions.com

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