The State of Podcasting in
Following on from Soundscape volume 1, The Australian Audio Landscape, our second installment of the Soundscape series deep dives into the Australian podcast audience and landscape. OMD has partnered with a range of podcast specialists to launch Soundscape: The State of Podcasting in Australia, 2018. From podcast usage and habits, to the most effective types of podcast advertising, the study has uncovered an understanding on the Australian podcast audience and the realm of opportunities in this unique medium.
You can download the summary report above or scroll down for an overview of the Soundscape findings and to access case studies, podcast interviews, best practices and the full Soundscape report.
3.8 million Australians have listened to a podcast in the last 3 months
By 2022, this is expected to increase to 9.9 mil per month!
Setting the scene
of Australian adults define themselves as current podcast listeners.
The journey, to becoming a regular podcast listener.
The Podcast Cycle
Finding multiple opportunities to listen
Regular listeners are more likely to tune into a diverse range of genres (avg. of 5 vs. 3 for light listeners), particularly those that are more intellectually stimulating such as politics, history and science.
Regular listeners are less likely to tune into lifestyle and hobbies than Light listeners.
- what are the advertiser opportunities?
Advertising opportunities, examples of different ad types
Hosts read advertisements
Podcast sponsor ad
Mentions of products & services by host(s)
Branded podcast owned by the brand itself
An advertising success story!
Host mentions have a very strong position with podcast listeners.
Regular listeners even like host mentions more than they dislike them – an extremely positive result!
The more one listens,
The better one likes the advertising!
Regular listeners are much more positive towards ads in general than light listeners.
They seem to appreciate that it’s a value exchange and they are getting a lot of valuable information for free.
Podcast is a growing media, and it is reaching a high value consumer base both within target group of niche interest as well as more broader target groups with scale
Podcasts are unique because consumers are leaning in and are very engaged with the content and the hosts in an intimate setting
And podcast advertising is unique
in its ability to create a true value exchange with consumers – Consumers want to be educated, and brands can therefore go in depth within their area of expertise.