Acast, the world’s leading independent podcast company, recently released the 2022 edition of its annual Sounds Smart Report to show us why Aussies just can’t stop tuning in to podcasts.
The report is Australia’s largest body of podcast-specific research with the aim of understanding why people are listening to podcasts, how and when they’re listening to podcasts and what impact this could have on brands in terms of advertising.
To do this, Acast commissioned Nielsen, an American information, data and market measurement firm, to survey 2,000 Aussie adults who listen to podcasts at least once a month and focused on three key areas: consumption, engagement and receptivity.
What did the Sounds Smart Report find?
Over a third of Aussies are listening to podcasts and there is a 22 per cent YOY increase of listeners across Acast content.
78 per cent of people listen to podcasts when they’re out and about, 76 per cent of people listen at home, 62 per cent are listening while travelling, and 27 per cent listen while working.
39 per cent of podcast listeners have increased their listening in the last six months and 30 per cent plan to increase their consumption in the next six months. This may have been due to the pandemic, however, the continual rise in listenership shows that this is a trend that’s not stopping anytime soon.
60 per cent of respondents said they are immersed/focused when listening to podcasts. Compared to other audio channels, music streaming and commercial radio, only 33 per cent and 22 per cent respectively said they were immersed. This showed Acast that podcasting is one of the most captivating mediums that genuinely captures attention.
The report also found that 30 per cent of respondents considered buying or made purchases of a brand or product after hearing ads on podcasts compared to an equal 23 per cent for both commercial radio and music streaming.
Henrik Isaksson, managing director, Acast Australia and New Zealand, said that Acast has released the largest body of podcast specific research in its new report, with the aim of giving podcasting a voice in Australian media.
“Podcasts have become even more popular amongst listeners and advertisers alike,” Isaksson said.
“Utilising Nielsen Media Analytics for the 2022 Acast Sounds Smart Report has allowed us to gain deeper insight into the Australian audio landscape as it stands today and has further cemented podcasting’s position as a key media channel — one with its own unique attributes versus other audio channels.
“Podcasting is not just another media channel, it’s one in which advertisers can reach some of the most engaged and immersed audiences around.”
The advertising opportunities for brands are a gold mine when it comes to podcasting and an opportunity not to be missed out on.
For more information about the 2022 Acast Sounds Smart Report click HERE.
