Podcast listenership soars in Australia, older audiences drive growth
Nielsen data reveals 16% YoY growth in Australian podcast listeners, with 49% surge among over-60s. Comedy tops content preferences.
Podcast popularity in Australia has reached new heights, with a notable surge among older listeners, according to recent data from Nielsen. The latest figures reveal significant shifts in audience demographics and content preferences, offering valuable insights for advertisers and content creators alike.
Unprecedented growth in podcast listenership
Nielsen's Advanced Audiences data, powered by Consumer & Media View (CMV), shows that podcast listenership in Australia has experienced a remarkable 16% year-on-year increase. This growth has been particularly pronounced among older Australians, with the number of listeners aged 60 and over jumping by an impressive 49%.
According to Nielsen, as of September 30, 2024, Australia boasts 9.6 million podcast listeners. Of these, 14% have a household income of $200,000 and above, making podcasts an attractive medium for advertisers targeting audiences with high disposable incomes.
Older audiences drive podcast boom
The most striking aspect of this growth is the surge in older listeners. In 2023, there were 757,000 podcast listeners aged 60 and above in Australia. By July 2024, this number had skyrocketed to 1.125 million, representing a 49% increase in just one year.
Female listeners over the age of 55 have shown particularly strong growth, with their numbers increasing by 52% in the last 12 months. This demographic shift underscores the broadening appeal of podcasts across age groups and genders.
Content Preferences: Comedy reigns supreme
When it comes to podcast content, comedy emerges as the most popular genre, attracting 41% of all podcast listeners in Australia. The top five podcast categories, based on listener preferences, are:
- Comedy: 41% of listeners
- Society and Culture: 38% of listeners
- True Crime: 27% of listeners
- News and Politics: 25% of listeners
- Sports and Recreation: 21% of listeners
Gender differences in content preferences are also notable. Female listeners dominate the true crime, society, and culture categories, while male listeners show a stronger preference for sports, recreation, and business content.
Motivations for podcast consumption
Nielsen's data reveals diverse motivations for podcast consumption:
- 46% of listeners tune in for entertainment
- 36% listen to stay informed
- 29% use podcasts as an educational tool
These figures highlight the multi-faceted appeal of podcasts, serving as a source of both entertainment and information for Australian audiences.
Listening habits and implications for advertisers
One-third of podcast listeners consume content between 9 am and 5 pm, according to Nielsen CMV data. This listening pattern complements traditional broadcast radio's strength during these hours, potentially offering advertisers new opportunities to reach engaged audiences throughout the workday.
Glenn Channell, Nielsen's Pacific Head of Advanced Analytics, emphasized the significance of these trends for advertisers. According to Channell, the growing podcast listenership across demographics and genres reinforces podcasts' position as an effective medium for connecting brands with consumers.
Methodology and data sources
The findings presented in this article are based on Nielsen's Advanced Audiences data, which is powered by Consumer & Media View (CMV). This data provides insights into audience behaviors, preferences, and lifestyle habits, offering a comprehensive picture of podcast consumption in Australia.
The year-on-year growth figures compare the 12 months ending June 2023 to the same period in 2024. Podcast listeners are defined as those who have listened to a podcast in the past month.
Key takeaways
- Podcast listenership in Australia grew by 16% year-on-year
- The number of listeners aged 60 and over increased by 49%
- Female listeners over 55 saw a 52% increase in the last 12 months
- Comedy is the most popular podcast genre, attracting 41% of listeners
- 14% of Australia's 9.6 million podcast listeners have a household income of $200,000 or more
- One-third of podcast listening occurs between 9 am and 5 pm