Podcast listenership has seen significant growth, with more people turning to podcasts for news, entertainment, and education. This rise aligns with the increased availability of diverse podcast content and improvements in accessibility, largely driven by platforms like Spotify and Apple Podcasts.
The annual Infinite Dial Australia report, conducted by Edison Research in conjunction with industry body Commercial Radio & Audio, found online listening for adults aged 25–54 nearly doubled since 2021, climbing from 15 percent to 31 percent over the past three years.
Younger Australians are embracing listening to the radio on their smartphones.
As of 2023, approximately 37% of Australians aged 12 and over listened to podcasts, up from 25% in 2019, according to Edison Research’s Infinite Dial Australia report. Youth Growth: The strongest growth is seen among younger Australians, with nearly 50% of 18-34-year-olds tuning into podcasts regularly.
Podcasting, and video casting, are proving to be a popular vehicle for businesses and organisations in their storytelling and as a pillar in content marketing. Content marketing is a strategic approach to creating, distributing, and promoting valuable, relevant, and consistent content to attract and engage a target audience. The primary goal of content marketing is to drive profitable customer action, such as generating leads, increasing brand awareness, building customer loyalty, or ultimately, driving sales.
Podcasting can be a powerful tool for corporate storytelling, offering a unique platform to engage audiences in a more personal and authentic way. Podcasts can help humanise a brand, provide in-depth content on a topic, position a company or executive as a thought leader and share interesting customer stories.
Podcasts are a popular way to gain knowledge on specific topics, from history and science to technology and self-improvement. Educational podcasts often present complex information in a digestible format.
Some listeners turn to podcasts for self-help, motivational talks, or to learn skills related to career, health, or mindfulness. They can be a source of inspiration for personal growth.
Industry Growth & Most Listened
The podcast advertising market in Australia is projected to generate around $130 million in ad revenue by 2024, reflecting a rapid increase, per PwC Australia’s Entertainment and Media Outlook.
Popular genres in Australia include news and current affairs, comedy, true crime, and business/finance. Notably, true crime has seen particular success, with shows like The Teacher’s Pet drawing large audiences.
As of October 2024, some of the most popular podcasts in Australia include a mix of genres, with true crime, society & culture, and comedy dominating the charts.
- “Unravel True Crime” and “Casefile True Crime” continue to be highly popular for their gripping stories.
- “Mamamia Out Loud” and “Conversations” explore a range of social and cultural issues and are popular for their engaging discussions.
- “The Rest Is History” appeals to those interested in historical deep dives, while the comedy duo “Hamish & Andy” stays a hit for light-hearted fun.
- “The Diary Of A CEO with Steven Bartlett” offers insights into business and personal growth, and “The Imperfects” focuses on mental health and self-improvement.
In summary, podcasting is an effective medium for creating engaging, authentic, and long-lasting corporate storytelling that resonates with both external audiences and internal stakeholders.
Sources: au.radio.net and Australian Podcasts