Podcasts are an attractive brand extension for publishers looking to increase engagement with their audience across different platforms and as an additional revenue stream. To help refine your podcast strategy, Deloitte has released the latest trends on Australian podcast listening behaviours.
According to Deloitte’s eighth annual Media Consumer Survey 2019: Australian media and digital entertainment preferences, nearly half (44 per cent) of the survey’s respondents identified themselves as podcast listeners.
Deloitte surveyed more than 2,000 Australian media consumers across a range of age groups:
- Trailing Millennials: aged 14-29 years
- Leading Millennials: aged 30-35 years
- Xers: aged 36-52 years
- Boomers: aged 53-71 years
- Matures: aged over 72 years.
Who listens to podcasts?
The report identifies Trailing and Leading Millennials as the highest podcast users, with 59 per cent Trailing Millennials and 57 per cent Leading Millennials tuning in.
In addition to popularity in younger age groups, the report found that 67 per cent of high-income earners listen to podcasts.
How often do users listen to podcasts?
The survey found that 47 per cent of podcast listeners consume at least one episode each week, with 20 per cent listening to three or more podcasts each week.
Weekly usage of podcasts by generation :
- 60 per cent Trailing Millennials
- 57 per cent Leading Millennials
- 48 per cent Xers
- 30 per cent Boomers
- 20 per cent Matures.
What content do users prefer to listen to?
Listeners across all age groups said that the strongest motivation for listening to a particular podcast is to learn something new. This drive is particularly strong for Trailing Millennials (at 44 per cent) and Xers (43 per cent).
The most popular genres are news and current affair podcasts (36 per cent) and comedy (28 per cent), with over half of listeners identifying friends, family, and social media as their top three ways to find new podcasts.
Where do listeners find their podcasts?
Most podcast users listen to them through subscription music services, with almost a third of all listeners accessing podcasts through Spotify.
According to the survey, 16 per cent of podcast listeners had purchased a podcast episode. When a listener had paid for an individual episode, they most commonly did this through websites (36 per cent) rather than dedicated services (such as Apple and Google Podcasts at 31 per cent).
To read the report in full, visit Deloitte’s website.
