New Research Shows Australia Leading the Way in Podcasting
Frequency of listening has also shown growth, with 79 per cent of podcast listeners now claiming to have listened last week, up from 60 per cent last year. More than one in two (57%) claim to have listened in the last 24 hours, rising to 71 per cent 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 per cent 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 downloads3 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.
Join the conversation via #OzPod2017
1ABC Corporate Tracking Study: April 2017, Australians aged 18-75, Nationally representative (n=1530), online methodology
2 ABC Podcast Survey 2017, August 2017(n=2599)
3 ABC Podsights Podcast Measurement System
OZPOD 2017: SPEAKERS & PANELLISTS
Jenn White (US) – Making Oprah, WBEZ Chicago
Osher Günsberg – The Osher Günsberg Podcast
Richard Fidler – Conversations
Rachael Brown – Trace
Nick Quah (US) – Hot Pod
Claire Tonti – Director, Planet Broadcasting
Jay Walkerden – Head of Podcasting, NOVA Entertainment
Kellie Riordan – Head of ABC Audio Studios
James Cridland – Radio Futurologist, Publisher podnews.net
Sharon Taylor – OMNY Studio
Adam Martin – Acast
Siobhan McHugh – Phoebe’s Fall
Patricia Karvelas – The Party Room
Martin Van Beynen (NZ) – Black Hands
Anna Priestland – Casefile
Sarah MacDonald – The Full Catastrophe
Tim Reid – Small Business Big Marketing Show
Jess Hamilton – Modern Babies
Courtney Carthy – Nearly Media
Russell Ivanovic – Shifty Jelly
Benjamin Riley – Queers
Beverley Wang – It’s Not A Race
Lorena Allam – ABC Indigenous Unit
Kaitlyn Plyley – Just A Spoonful
Rachel Corbett – You’ve Gotta Start Somewhere
The Outer Sanctum Six – The Outer Sanctum
Michelle Ransom-Hughes – Conversations
Steele Saunders, I Love Green Guide Letters, Steele Wars
Charlie Clausen – TOFOP
Rob Loewenthal – Whooshkaa
Tamson Pietsch – University of Technology Sydney, History Lab
Jess O’Callaghan – OzPod Digital
Andrew Davies – ABC Audio Studios
Mike Williams – The Real Thing
Dr Lauren Rosewarne – Senior Lecturer, School of Social and Political Sciences, University of Melbourne
What: OzPod 2017: Australian Podcast Conference
When: Friday 8th September, 9.00am-5.00pm
Where: Eugene Goossens Auditorium, ABC Ultimo, Sydney
Tickets: SOLD OUT