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PodPoll report: Australia’s podcast insights survey

Exclusive Australian data ​on why you should power ​up your podcast play

Highlights and key findings

  • Younger audiences hungry for it

    Younger audiences over-index as podcast consumers. And yet 26% of Millennials and 33% of Gen Z who aren’t listening regularly say it’s because they can't find podcasts they’re interested in. The good news? We also know what they want! These elusive demographics are especially keen for more shows in the science and environment, food and beverage, fashion and beauty, and storytelling and fiction categories.

  • More time spent with you

    Attention is a scarce resource these days, and brands are constantly fighting for it. What stands out amid the endless parade of distractions? Podcasts! PodPoll 2023 reveals podcasting as a sticky medium, with highly engaged, active users. People are spending a lot of time with podcasts: 72% of regular listeners tune in for up to 3 hours a week; and 77% of regular listeners consume between 2 and 9 episodes a week. It seems ears are just as valuable as eyes - maybe even more so!

  • Grab their attention

    Have you ever heard shows like Teamistry from Atlassian or Mapping Evil from Esri Australia. These are podcasts made by brands. Incredibly, 61% of monthly listeners can recall hearing a branded podcast! Significantly, 18% of regular listeners say they have been converted to purchasing after listening to a podcast. Marketers should consider what brand values they’re trying to convey and what stories and hosts can best do this across a podcast series.

  • New podcasts please!

    While some might wonder “is podcasting a saturated market?”, no one ever says there’s too many Taylor Swift songs in the world or too many Dan Brown books! Turns out, there’s still a massive desire for new podcasts. In Australia, podcasts are now more popular than printed newspapers, magazines and audiobooks. There’s also strong appetite for new shows. PodPoll 2023 found 60% of regular listeners will try new podcasts at least once a month.

  • Podcasts fit into busy lives

    What do you do while listening to a podcast? If your answer involves some form of multitasking, welcome to the club! PodPoll 2023 reveals lots of podcast listening happens while people are doing something else. For 51% of regular listeners, it’s relaxing while at home, while others tune in on their daily commute, while exercising (41%), or when they’re doing chores around the house and yard (40%). 33% listen while they’re at work and 22% while shopping.

Get your copy of PodPoll 2023 highlights

PodPoll 2023 packages

For deeper insights and access to industry and audience specific insights, you can access our silver and gold packages:

Silver package: AUD $299 + GST. Includes:

  • 25 slides of exclusive Australian podcast listener data

Gold package: AUD $799 + GST. Includes:

  • 38 slides of exclusive Australian podcast listener data

  • 1.5 hour presentation with Q&A with Australia’s leading podcast strategist and Director Deadset Studios, Kellie Riordan or Insightfully Managing Director and leading market and opinion research analyst, Leanne White  

  • 2-3 slides of audience or industry specific data

Email us at hello@deasetstudios.com to request the PodPoll 2023 silver or gold package. 

About the report

This report outlines topline findings from Australia’s most in-depth survey into podcast listening habits and behaviours. Conducted by Insightfully and fielded via online questionnaire in May 2023, the survey was comprised of 40 questions, answered by Australians aged 15 years and over. Part 1 is a very large survey among n=6495 Australians 15+ to accurately measure media consumption nationwide. Part 2 reduced the sample size to n=2028 regular (monthly) podcast listeners, and added additional questions to delve deeply into their listening habits, preferences and demographic attributes.

About Deadset Studios​

Deadset Studios is Australia's premier podcast production house. ​

Helmed by leading strategist and former head of podcasts at the Australian Broadcasting Corporation, Kellie Riordan, we are global leaders in creative story-telling, podcast development and creation, and audio strategy.​

With a track record launching new and award-winning shows for ABC, BBC, Global,  ARN Media, Q Super, Esri Australia, University of Queensland, VicHealth, Shine Lawyers and Jobsbank, we are perfectly positioned to tell your story via the most intimate medium even – audio.

About Insightfully​

Leading Australian market and opinion research agency Insightfully is trusted by some of Australia’s most senior decision makers to provide high quality, accurate insights for winning campaigns. ​

Founder and Managing Director Leanne White has provided research corporate clients and lobby groups and provided insights to Prime Ministers in Australia and the UK. ​

Clients include the Australian Automobile Association, the ABC and the Pharmacy Guild to whom Insightfully provided the numbers behind the winning 2022 Affordable Medicines Now campaign.

Thanks to our partners:

PureSpectrum for providing survey programming and survey sample from the PureSpectrum Marketplace which includes more than 1.5 million registered users in Australia. PureSpectrum offers a complete end-to-end market research and insights platform, helping insights professionals make decisions more efficiently, and faster than ever before. Awarded MR Supplier of the Year at the 2021 Marketing Research and Insight Excellence Awards, PureSpectrum is recognized for industry-leading data quality.

PureSpectrum developed the respondent-level scoring system, PureScore™, and believes their continued success stems from their talent density and dedication to simplicity and quality. In the few years since its inception, PureSpectrum has been named one of the Fastest Growing Companies in North America on Deloitte’s Fast 500 since 2020, placed twice in the Top 50 of the GRIT Most Innovative List, and ranked twice on the Inc. 5000 list.

Sturm Research is a highly respected Australian-owned and operated community research agency specialising in quota management and data processing.