Study: Aussie podcast listeners hungry for on-demand content
Australians are part of a rising generation that expect their content on-demand, according to a new survey into podcasting conducted by Edison Research.
An expansion of the Australian Podcast Consumer survey reveals that audiences are increasingly turning to ad-free/light on-demand video and audio services like Netflix, Spotify and podcasts.
Audio platform Whooshkaa has consolidated key findings from the study.
“Australian audiences expect their content when and how they want it,” said Whooshka founder and CEO Rob Loewenthal, alluding to the 66% of monthly podcast consumers who subscribe to on-demand videos.
“Podcasts are the perfect environment, for targeting younger, skilled and affluent audiences,” Loewenthal added.
Other stats show that more males (56%) than females (44%) listen to podcasts, while the average time that podcast-using Australians spend listening amounts to 5 hours 22 minutes per week.