It is no news that podcasts are beginning to gain massive adoption more than radio shows. Even so, Australia recently flipped the United States to become a podcast nation.
You might be wondering the reason behind the growing popularity in Australia. You’ll learn about this and much more in this podcast statistics report. Without further ado, let’s get in!
“A podcast gives you an arena to show your expertise and passion for your niche. Your enthusiasm and speaking prowess also add an authoritative air to the topic, something that the written word cannot express. And coming out with regular podcasts that have sound information and good ideas helps establish you and your brand as market leaders.”
– Staff, WebProNews
Key Insights: The Most Interesting Podcast Statistics in Australia
→ Australians downloaded 755 million podcasts in 2022, with health and fitness and true crime as the fastest-growing genres.
→ Australia has officially overtaken the US as the biggest podcast-listening nation on the planet, with the number of people who listened to a podcast in the last month growing to 40%, up from 37% year on year.
→ Data from 2021 shows that podcasts reach around 9 million Aussies, which is a 54% growth year-on-year.
→ Since the pre-pandemic days of 2018, the percentage of Australians who listen to online audio monthly has grown by nearly 50% to 78% – With its key drivers of growth such as smart speaker ownership, connected cars, use of radio station apps and great podcast content, the growth will be sustained.
→ Podcast listening through in-dash systems took a jump as 13% of podcast listeners in Australia age 12+ say they listen through an in-dash system, up from 8% in 2021.
→ With nearly 71% of the population aged 12+ listening to online audio weekly, digital audio and podcasts have become major sources of informational, educational, and entertaining content for Australians.
→ The phenomenal growth in podcast listeners and downloads in Australia is backed by growth in Australia’s audio industry. Unlike before, people now have diverse forms of listening to their favorite shows.
→ Not just that, there’s also an increase in podcast voices and quality content in Australia’s podcast industry. The reach and effectiveness of the ever-expanding audio marketplace are increasingly garnering more consumer attention and advertiser interest.
→ At this pace, Australia is on its way to becoming the most podcast-friendly nation globally.
Top 10 Most Popular Podcast Shows In Australia
| The top 10 podcasts and their respective genres in Australia are as follows: | |
|---|---|
| Casefile True Crime (Crime) | 7am (News) |
| Mamamia Out Loud (Society & Culture) | Life Uncut (Society & Culture) |
| The Kyle & Jackie O Show (Comedy) | No Filter (News) |
| Stuff You Should Know (Society & Culture) | Crime Junkie (Crime) |
| Hamish & Andy (Comedy) | On Purpose with Jay Shetty (Health & Wellness) |
The most downloaded podcast in Australia is Stuff You Should Know – a podcast on society and culture. It is currently averaging monthly downloads of 2.8M with over 300k+ monthly listeners. That said, society and culture also remain one of the most popular podcast genres in Australia.
ARN / iHeartMedia is the top podcast publisher in Australia. They currently boast 17M monthly podcast downloads and over 3M monthly listeners. It would also interest you to know that they are the publisher of the Stuff You Should Know podcast – the most downloaded podcast in Australia.
Podcast Facts & Statistics Australia
→ Weekly online audio listeners spend over 13 hours per week listening online.
→ Comedy was the most popular genre among Australian podcast listeners in 2022.
→ The most famous Australian podcast has over 600,000 listeners and nearly 2 million downloads per month.
→ The majority (42%) of podcast listening in Australia is done via Youtube.
→ Around 26% of Aussies have smart speakers, and 23% of podcast listeners use this device to access new episodes.
→ Around 43% of listeners younger than 34 are willing to pay for podcasts, compared to only one-third of the older demographic.
→ One report showed that 60% of podcast listeners do so to get diverse perspectives.
→ A whopping 28% of the Australian population, or 6.1 million people, now own a smart speaker, with room to grow to reach the US where penetration is at 35%.
→ Google Nest is the leading podcast-listening audio device. About 23% of Australians own it, 5% own an Amazon Alexa device and 2% own an Apple HomePod.
The average time spent listening to online audio has increased to 13 hours and 31 minutes per week, up from 12 hours and 11 minutes a year ago. Almost three-quarters (71%) of Australians listen to online audio weekly, up from 66% in 2022.
From our analysis, the most popular podcast genre in Australia is Society & Culture. They are followed by comedy, crime, news, and wellness. People continuously turn to society & culture-related podcasts to stay up-to-date with the lifestyle gist and recent developments.
That aside, the growth in the podcast industry will give rise to a creator economy in Australia. As more people turn to podcasts, they’ll be an increased demand for creative podcast creators. The best of it is that incentivization of podcasts will not be an issue because younger listeners are willing to pay for quality podcast shows.
Podcast Advertising Statistics
A recent report suggests that marketers in the United States spent a whopping $1.73 billion on podcasts in 2022, which is forecasted to reach and exceed $2.5 billion by 2024.
→ 51% of marketers will continue investing in podcasts.
→ 55% of podcast ads last 16 to 30 seconds.
→ Branded podcast content increased by 82% from 2020 to 2021.
51% of marketers already incorporating podcasts into their marketing strategies are planning to support more, with 53% claiming it’s the most effective format despite low returns on investment.
According to a recent survey conducted among Australian media agencies, reach and completion are the two most popular metrics to assess podcast advertising effectiveness.
→ 40 percent stated they went out of their way to support brands that advertised on their favorite podcasts.
→ Nearly 30 percent of podcast listeners said they purchased the product or service at a store or online.
→ Lastly, they described podcast ads as engaging, relevant, and memorable.
From the mentioned statistics, podcast advertising is highly effective. People are more likely to patronize ads from their favorite podcasts than random TV commercials. If you’re a marketer looking to expand your reach, you should try podcasts.
Australian Podcast Ranker Statista Edison Research Mumbrella Spiralitics APO AdNews.
