- Popularity of podcasts in Australia up 16% YoY
- Number of over-60 listeners jumps 49%
- Comedy is king when it comes to podcast content
- Women love true crime podcasts, men prefer sport and business content
Sydney – September 30, 2024 – Nielsen’s latest Advanced Audiences data, powered by Consumer & Media View (CMV), shows podcast listenership in Australia has never been stronger, with older Aussies leading the surge.
While the popularity* of podcasts among Australian audiences grew 16% year-on-year**, a 49% increase in the number of 60-and-over listeners has cemented the on-demand medium as one of the best ways for advertisers to target engaged listeners with high levels of disposable income, as 14% of Australia’s 9.6 million podcast listeners* have a household income of $200k and above, according to Nielsen.
Australia’s 60-and-above audience accounted for 757,000 of Australia’s podcast listeners in 2023, but as of July, 2024, that jumped to 1.125 million. Additionally, the number of female listeners over the age of 55 increased by 52% in the last 12 months.
When it comes to content, comedy is king, attracting 41% of all podcast listeners in Australia. Close behind is Society and Culture, with 38% of listeners, followed by True Crime (27%), News and Politics (25%), then Sports and Recreation (21%). Australia’s female listeners make up the majority of true crime, society and culture listeners, with males preferring sport, recreation, and business content.
While 46% of Australia’s podcast listeners say they listen to podcasts to be entertained, 36% consume the format to be informed, with an additional 29% saying they listen to be educated. Nielsen (CMV) data also shows one third of podcast listeners consume the medium between 9am and 5pm, growing broadcast radio’s strength in the timeslot.
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics, said: “As podcast listenership continues to grow across demographics and genres, these insights reflect the evolving preferences and behaviours of Australian audiences, reinforcing podcasts’ position as one of the best ways to connect brands with consumers. Nielsen Advanced Audiences and Nielsen CMV allows them to do that – providing a more holistic picture of behaviours, preferences and lifestyle habits.”
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).
About Nielsen Advanced Audiences
Nielsen Advanced Audiences insights enrich your first-party data to create authentic connections with Australian and New Zealand consumers and drive greater business success.
The better you know your audiences, the easier it is to connect with them. With rich demographic and lifestyle data, information on purchasing behaviours and intentions, alongside extensive media habit reporting, Nielsen Advanced Audiences shape successful brand, advertising and marketing strategies.
Notes
*Podcast listeners in the past month
*Year-on-year growth for 12 months ending June, 2023 vs 2024
Press Contact
Dan Chapman
dan.chapman@nielsen.com
+61 4040884
