Podcasting is Australia’s fastest growing on-demand audio medium, finds NOVA Entertainment report

NOVA Entertainment has released its first Podcasting Intelligence Report for Australia, which explores the rise of podcasting and the power of the medium for brands and advertising.

The report was commissioned in partnership with Acast and international research company Ipsos, and delved into the value of Australias podcast audience, their motivations, and how advertisers can drive brand discovery.

The Podcast Intelligence Report found that podcasting is Australia’s fastest growing on-demand audio medium with 3.5 million listeners between the ages of 16 and 64.

The scale is continuing to rise, with 20% of podcasters new in the last 6 months. Additionally, 21% of current listeners are listening more than 12 months ago.

“The Podcasting Intelligence Report presents an opportunity to deepen the conversation around the potency of podcasting for advertisers in Australia with proprietary research based on local market needs and local data,” said Kate Murphy, NOVA national commercial strategy director, CREATE.

“To date, podcast research has relied largely on global data, with a focus on awareness and consumption, which is just one part of the story. We saw the potential in exploring a more detailed view of the podcast audience, their motivations for listening and the opportunity that presents for brands.”

The Podcasting Intelligence Report sureyed a robust sample size of Australians, representing the general population across the audio landscape, and included a mix of regular, light, lapsed, non and future podcast consumers.

“Globally, Acast is a data-driven business. Doing this research to better understand and serve the local Australian market alongside Nova has been great.” added Acast Australian GM Henrik Isaksson.

“The industry is growing and expanding rapidly and developing metrics to measure that growth over time and will be the key to podcasting’s longevity here.”

The report also found that 49% of podcast listeners are likely to influence those around them, and have a higher discretional spent on categories including retail, travel and entertainment.

Advertising delivered via the podcast host was found to be the most effective and brand recall was higher, with listeners twice as likely to trust a message read by the host.

Accompanying the research is the launch of NOVA Entertainment’s new podcast series Word Of Mouth, taking listeners behind some of the most prolific creators behind the growing medium.