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The millions of ears you can’t ignore

Highlights and key findings

  • Younger audiences hungry for it

    Younger audiences over-index as podcast consumers. In fact, 55% of Australians aged 15-34 are listening to podcasts. We also know what they want! These elusive demographics are especially keen for more shows in the health and wellbeing, lifestyle and leisure, and history categories. Women, aged 15-34 years, want more fashion and beauty content. Uni-educated listeners want more science and environment podcasts.

  • 2 million Australians listening daily

    Podcasts listening is now part of everyday lives. Men listen more often than women. Those aged 35-54 have the most regular listening pattern. 2 million Australians now listen daily, and 4 million at least once a week. This makes podcasting a ubiquitous everyday activity and there's an opportunity for marketers and media companies to capitalise on this regular habit.

  • Still room for more shows

    While some might wonder “is podcasting a saturated market?”, no one ever says there’s too many Taylor Swift songs in the world or too many Dan Brown books! There’s still a strong appetite for new shows in 2024. PodPoll found 44% of regular listeners will sample new podcast titles at least once a month. Parents and men in particular are more likely to try new shows.

  • Is YouTube the new radio?

    We're seeing different trends on what platforms and apps Australians use to consume podcasts. Most people, especially younger demos, prefer Spotify to listen to their favourite shows. YouTube has overtaken Apple Podcasts as the second most preferred platform. The most preferred local platform is ABC listen, with 13% of listeners using this app.

  • The trend towards branded series

    Have you ever heard shows like Teamistry from Atlassian or The Solutionists from Sydney University. These are podcasts made by brands. Incredibly, 49% of monthly listeners said they enjoy listening to a podcast! Podcasts also fuel listeners towards an action after listening. Significantly, 50% of listeners researched online for a topic, person, product or service after listening to an episode. 14% of regular listeners say they have been converted to purchasing after hearing a podcast. Marketers should consider what stories and hosts can best do this across an entire podcast series.

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For deeper insights and access to industry and audience specific insights, email us at hello@deadsetstudios.com for our PLATINUM package.

Or check out last year’s survey, PodPoll 2023

About the report

This report outlines topline findings from Australia’s most in-depth survey into podcast listening habits and behaviours. Conducted by Insightfully and fielded via online questionnaire in June 2024, the survey was comprised of 42 questions, answered by Australians aged 15 years and over. Part 1 is a very large survey among n=4151 Australians 15+ to accurately measure media consumption nationwide. Part 2 reduced the sample size to n=1607 regular (monthly) podcast listeners, and added additional questions to delve deeply into their listening habits, preferences and demographic attributes.

About Deadset Studios​

Deadset Studios is Australia's premier podcast production house. ​

Helmed by leading strategist and former head of podcasts at the Australian Broadcasting Corporation, Kellie Riordan, we are global leaders in creative story-telling, podcast development and creation, and audio strategy.​

With a track record launching new and award-winning shows for ABC, BBC, Global,  ARN Media, Q Super, Esri Australia, University of Queensland, VicHealth, Shine Lawyers and Jobsbank, we are perfectly positioned to tell your story via the most intimate medium even – audio.

About Insightfully​

Leading Australian market and opinion research agency Insightfully is trusted by some of Australia’s most senior decision makers to provide high quality, accurate insights for winning campaigns. ​

Founder and Managing Director Leanne White has provided research corporate clients and lobby groups and provided insights to Prime Ministers in Australia and the UK. ​

Clients include the Australian Automobile Association, the ABC and the Pharmacy Guild to whom Insightfully provided the numbers behind the winning 2022 Affordable Medicines Now campaign.

Thanks to our partners:

Thanks to our fieldwork partner Enactuate for providing survey programming and sampling services, expertly crafted to optimise respondent experience, maximise response rates, and minimise inauthentic response and its impacts on survey data quality.

Sturm Research is a highly respected Australian-owned and operated community research agency specialising in quota management and data processing.