Research Shows Australia Leading the Way in Podcasting
Podcasting is continuing to show strong growth in Australia according to the second annual Podcast Research Survey released by the ABC recently. Both the frequency of listening and time spent listening to podcasts has increased year on year.
Podcast Awareness is high in Australia, with 89 percent of adult Australians claiming to be aware of podcasts. More than half of adult Australians have claimed to have tried podcasting, with trial increasing to 76 percent among 25 – 34-year-olds.
More than one in two podcast listeners claim to listen to more podcasts this year compared to last year. Weekly podcast listeners who claim to listen to at least five hours per week rose from 37 percent in 2016 to 44 per cent this year.
Frequency of listening has also shown growth, with 79 percent of podcast listeners now claiming to have listened last week, up from 60 percent last year. More than one in two (57 percent) claim to have listened in the last 24 hours, rising to 71 percent among 14 – 34-year-olds.
Podcast listeners are highly engaged, claiming to have listened to an average of six podcast episodes and four podcast series per week.
Whilst the home remains the most common location for podcast listening, we have seen year on year growth in podcast listening in a car/truck/taxi. Late afternoon and evening remain the most common podcast listening times on a weekday.
The smartphone is increasingly the device most often used for listening to podcasts, at 62 percent of podcast listeners.
The average time spent listening to a podcast episode is 48 minutes for weekly podcast listeners who commit beyond the first five minutes.
Director of ABC Radio, Michael Mason, said this year’s survey results were not surprising. “We’ve seen an enormous growth in our own on-demand audio listening with podcasts such as Conversations with Richard Fidler receiving millions of unique downloads each month in addition to the large numbers who tune into his radio program each weekday.
“Our recent true crime hit, Trace, co-produced with ABC News, received more than a million downloads since its release in June. We know there’s a strong appetite for this sort of content thanks to smash hits such as Serial and Trace so we will be releasing more material like this in 2018,” Mr Mason said.
The results come on the eve of OzPod 2017, the second annual Australian Podcast Conference which has now sold out with podcast, media and broadcast delegates attending from around Australia, New Zealand and North America.
For those who missed out on tickets to OzPod, a digital pop-up station will broadcast the day’s action. Listen in to OzPod Digital via the new ABC Listen app, via ABC Extra on abc.net.au or via DAB+ in your capital city.
The ABC Podcast Research 2017 was commissioned by ABC Audio Studios and ABC Audience Insights to provide a better understanding of podcast listening behaviour in Australia.
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