International model raise measurement firm On Device has unveiled new insights into Australia’s podcasting panorama, highlighting a nation captivated by True Crime content material with 45% of Australians dedicated to the style, making it the most well-liked class.
The research reveals that 53% of Australians tune in to podcasts month-to-month, spending a mean of 1.6 hours every day listening. Australian are additionally early risers of their podcast habits, with 25% listening between 6:00 AM – 9:00 AM on weekdays. Day by day podcast listeners are additionally 49% extra prone to interact with broadcast radio every day, indicating a robust synergy between these two audio codecs.
Humour/comedy (39%), society and tradition (25%), TV and movie (25%), and academic (24%) are additionally fashionable genres for Australians to hearken to. Conversely, the least fashionable podcast themes embody style (9%), magnificence (10%), politics (10%), fiction (14%), and know-how (14%).
Allan Breiland, ANZ Analysis Director from On Gadget says of those findings: “Australia’s podcasting panorama is evolving quickly, with a big choice for true crime content material suggesting narrative podcasts are a really sturdy medium for engagement. What’s fascinating is the sturdy correlation between podcast listeners who’re additionally extremely prone to tune into broadcast radio, exhibiting the 2 mediums are complementary and may faucet into the completely different mindsets these channels afford.”
Unsurprisingly, cell phones dominate as the popular gadget for 79% of customers, with YouTube (47%) and Spotify (54%) main the platform choice.
The motivations behind podcast listening in Australia are primarily for leisure (57%) and leisure (46%). Whereas 38% of listeners respect adverts for offering free content material, 33% specific issues over advert muddle, highlighting the necessity for simpler promoting methods.
Breiland expands: “It’s clear that Australians use podcasts as a strategy to break free from the every day grind. While they don’t thoughts the odd advert, manufacturers and podcast producers must be aware of over-indexing on the variety of adverts included in every episode for threat of making fatigue and dropping listeners.”
Evaluating these findings with the UK, the place 61% hear month-to-month and spend 1.8 hours every day, Australia’s engagement ranges are sturdy but barely decrease. Nonetheless, Australia closes matches Singapore, the place 55% hear month-to-month. These insights are based mostly on responses from 1,100 Australians.
Kym Treasure, CEO of Audacia Audio, notes the rising development of Australians tuning into podcasts within the morning, which has change into part of Australian tradition. In response to Treasure, “It’s improbable to watch extra Australians beginning their day with numerous podcast genres similar to Information, Comedy, Life-style, Sports activities, True Crime, or Enterprise.
“This presents an excellent alternative for manufacturers to interact with customers extra meaningfully by making certain that their content material is each related and well timed, fostering a deeper and extra genuine reference to the viewers.
“This shift signifies a pure development from conventional broadcast media similar to radio to on-demand platforms like podcasts. On Gadget’s in-depth evaluation of Australian podcast consumption habits not solely affords priceless insights but additionally empowers the manufacturers we collaborate with to sponsor this premium content material with confidence.”
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