Acast, the world’s main impartial podcast firm, has launched the 2022 version of its annual Sounds Sensible Report. The report is Australia’s largest physique of podcast-specific analysis, undertaken with the purpose of uncovering why individuals are listening to podcasts, how and once they’re listening, and the impression podcast promoting is having for manufacturers.
Acast commissioned Nielson to survey 2,000 Australians aged 18+ who take heed to podcasts a minimum of as soon as a month. The analysis centered on three key areas: consumption, engagement, and receptivity.
The findings reveal:
39% of podcast listeners have elevated their listening within the final six months and 30% plan to extend their consumption within the subsequent six months.
Podcasting is among the most immersive environments and a medium that genuinely captures consideration. 60% mentioned they’re immersed/centered when listening to podcasts. Different audio channels, music streaming and industrial radio, sit at 33% and 22% respectively.
30% of respondents thought of shopping for or made purchases of a model or product after listening to advertisements on podcasts in comparison with an equal 23% for each industrial radio and music streaming.
Henrik Isaksson, Managing Director, Acast Australia and New Zealand mentioned: “In 2021 Acast launched the biggest physique of podcast particular analysis, with the purpose of giving podcasting a voice in Australian media. Since then, podcasts have develop into much more standard amongst listeners and advertisers alike.”
“Using Nielsen Media analytics for the 2022 Acast Sounds Sensible Report has allowed us to realize deeper perception into the Australian audio panorama because it stands right this moment and has additional cemented podcasting’s place as a key media channel – one with its personal distinctive attributes versus different audio channels. Podcasting isn’t just one other media channel, it’s one wherein advertisers can attain a number of the most engaged and immersed audiences round.”
