The Long-Term Impact Of COVID-19 On Australia’s Audio Landscape

Shot of a woman speaking into a microphone in a recording studio
SHARE
THIS



In this opinion piece, Acast managing director Australia and New Zealand Henrik Isaksson details the lasting impacts COVID-19 could leave on Australia’s audio landscape.

It’s hard to ignore the impact COVID-19 is having on the Australian media landscape. Some media formats are experiencing huge audience surges, while others are bracing for the worst with businesses scaling back and some making redundancies. It’s strange times to say the least.

Podcasting is one of the lucky ones – the medium, once an “emerging platform”, is cementing its place within the Australian media landscape.

Like all players, we expect both challenges and opportunities ahead. Only one thing is for certain – this pandemic will change audience listener behaviour forever.

There is no mirror ball for what lies ahead. But we can look at the changes happening now, and how they will impact the future of audio in Australia tomorrow.

Here’s what we know right now:

1) There’s an even greater influx of Aussie podcast content

Australia has a strong history of local podcast content, and we’re particularly well-known globally within the true crime category.

What’s exciting is that we’re now seeing quality (and high reaching) Aussie podcasts being launched across all different genres – from news and politics to comedy, sports and entertainment.

Fans of The Bachelor/The Bachelorette can now tune in to Abbie Chattfield’s It’s a Lot or Georgie Love’s Everyone Has an Ex.

Julia Gillard’s A Podcast of One’s Own and Osher Gunsberg’s Better Than Yesterday cater to those interested in thought-provoking interviews and issues-based conversations.

While those looking for more lighthearted relief can subscribe to Meshel Laurie’s Welcome to Hell or even The Art of Decluttering by professional organisers, Amy Revell and Kristy Farrugia.

Those examples are just the tip of the iceberg. What’s encouraging is that we’re seeing all sorts of independent podcasting content emerge in Australia – and this is growing even more significantly as the country continues to embrace audio-on-demand content.

2) Audience figures continue to skyrocket

The rise of Australian podcasting has been covered significantly, but interestingly, COVID-19 self-isolation measures have further propelled this growth.

Just last month, Acast recorded 24.8 million listens in Australia, or 6.5% growth over the previous month (which was also a record-breaker).

While this could be written-off as a short-term surge, our prediction is that Australian audiences will continue to seek out podcasting content and add it to their daily media diet.

In particular, our data shows a 28% uplift for podcasts in the news and politics category as audiences seek our more independent on-demand news from reputable sources.

Many Australian news podcasts – from Schwartz Media’s 7am to The Guardian’s Australian Politics Live – are seeing their audience figures grow and we expect this momentum to continue month-on-month both during the pandemic and in a post-pandemic world.

3) Podcasting ROI is under the microscope

The pandemic has further demonstrated podcasting’s ability to reach the unreachables – those who shy away from traditional media but do listen to (and can be targeted via) podcasts.

But as more advertisers jump on board, brands and their agencies continue to demand greater flexibility when it comes to podcast advertising, as well as more detailed measurement to show ROI on podcast ad spend.

In a world where every ad dollar is being questioned, measurement has never been more important, and it’s something we’re obsessed with here at Acast.

That’s a good thing and we’re continuing to offer more flexible ad options – from audio ads to sponsor reads and branded content – and better reporting that not only makes production and reporting easier, but links podcast advertising to business impact.

Final thoughts

The above is just a sample of what’s to come. And while we don’t want to downplay the hardships many in the media and marketing industry are facing, it is important to celebrate the wins and look for new opportunities where we can.

We’re here to help and our (virtual) doors are open for anyone wanting to chat about all things podcasting.

 

Please login with linkedin to comment

Acast audio Podcasting

Latest News

Confronting PSA Campaign For UN Women Exposes Gender-Based Via MullenLowe New York
  • Campaigns

Confronting PSA Campaign For UN Women Exposes Gender-Based Via MullenLowe New York

MullenLowe New York and Mediahub have launched an exposé on legal gaps, one of the key prevention measures needed to end violence against women and girls around the world in a public service campaign for UN Women. As violence has increased against women during the COVID-19 pandemic, and an additional 15 million women are expected to be affected […]

CarAdvice / Drive Welcomes New Presenter Charlie Bullis
  • Media

CarAdvice / Drive Welcomes New Presenter Charlie Bullis

CarAdvice / Drive has welcomed motor sport presenter and journalist Charlie Bullis to its editorial team. Adding to its ever-expanding content team, Charlie brings a passion for all things performance and racing having previously contributed to SpeedCafé, MotorSportM8 and the TA2 Muscle Car Series. CarAdvice Managing Editor, Trent Nikolic said: “We are very excited to […]

QMS Launches QUBE To Unlock Digital Outdoor Creative
  • Advertising

QMS Launches QUBE To Unlock Digital Outdoor Creative

With the growth and demand of Digital Out-of-Home (DOOH) continuing to rise, QMS has launched an in-house creative services division QUBE. Designed to facilitate greater collaboration with advertisers and agencies, QUBE can help unlock the more engaging dynamic creative capabilities DOOH has to offer, in an effort to deliver more memorable campaigns for clients. Combining […]

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season
  • Opinion

A Retail Marketer’s Unlikely Secret Weapon: Diversified Delivery Options This Peak Sales Season

In this piece, Doddle APAC CEO Justin Dery explains why retail marketers should look beyond traditional delivery options this Christmas. 2020 has been a year like no other, and marketers across the world, regardless of industry, have been forced to rethink brand interaction, upweighting digital and tracking rapidly evolving consumer behaviour. This year’s sales season […]

Opinion

by B&T Magazine

B&T Magazine
Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue
  • Marketing

Sydney WorldPride Appoints Adam Zammit As Director, Partnership & Revenue

Following an extensive search, Sydney WorldPride today announced the appointment of Adam Zammit to the newly created role of Director, Partnership & Revenue. WorldPride – an international festival celebrating LGBTIQ+ culture and joy – will be held for the first time in the Southern Hemisphere, when the festival comes to Sydney in 2023. Zammit’s key […]

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign
  • Campaigns

Nickelodeon, Michael Phelps Team-Up For PAW Patrol Water Safety Campaign

PAW Patrol’s heroic pups are on a roll this summer and ready to spread the word about the importance of water safety, through the PAW Patrol Safety First! prosocial initiative. The water safety program, created in partnership with world champion swimmer and water safety advocate Michael Phelps, launches today with a public service announcement. Starring […]

The Core Agency Brands Just Better Care As ‘Just Better…’
  • Media

The Core Agency Brands Just Better Care As ‘Just Better…’

Independent creative agency, The Core Agency, has created a new campaign for national in-home aged care and disability support provider, Just Better Care. Just Better Care is one of Australia’s largest accredited providers, delivering in-home social and lifestyle support services that enable people to live independently.Its network of over 40 franchise territories provides affordable and […]

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room
  • Campaigns

P.E Nation & Andpeople Rewrite Fashion Rules With Custom-Built Augmented Reality Changing Room

Creative agency Andpeople has teamed up with active-streetwear label P.E Nation to create a custom-built augmented reality (AR) dressing room ahead of the label’s latest launch. The digital dressing room was unveiled to coincide with the launch of P.E Nation’s ‘Sustainable in Snow’ collection. In partnership with Andpeople and the globally recognised team behind the […]

Snap Launches New Product Suite For App Advertisers
  • Advertising
  • Technology

Snap Launches New Product Suite For App Advertisers

From Airbnb to Calm and all the apps in between, the rise of app-based companies calls for specific app advertising solutions, according to Snap Inc. Following the launch of Snap Connect—a tool to help marketers learn about direct response (DR) advertising strategies on Snapchat—Snap has launched an advertising product suite built specifically for app marketers. […]

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative
  • Campaigns

Matthew McConaughey Chats With Local Legends In Latest Wild Turkey ‘With Thanks’ Initiative

Actor Matthew McConaughey is shining a light on Australian Local Legends, as part of Wild Turkey’s latest ‘Wild Turkey With Thanks’ initiative. In the latest phase of the ‘With Thanks’ platform, McConaughey, who is the creative director of Wild Turkey, chats with Aussies who have stood with conviction, supporting their environment and communities throughout the […]

by B&T Magazine

B&T Magazine