By Adam Fraser
One of the most respected industry reports into digital audio and podcasting trends, as well as media trends more broadly, comes via Edison Research with their Regular Infinite Dial Report – research I have blogged about previously. The Infinite Dial is the longest-running survey of digital media consumer behaviour in America and the annual reports in this series have covered a wide range of digital media and topics since 1998.
As you would expect, it’s a highly credible, quality piece of research which shines a light on some very interesting trends across the Australian media landscape. I recommend a browse through all 65 slides in the presentation deck, but if you don’t have the time here are some key takeaways from the research:
- Radio remains the leading audio platform consumed by Australians with 85% of people having listened to an AM/FM or Digital audio station in an average week, versus Spotify 21%, Podcasting 10%, Pandora 8% and Apple Music 6%.
- 72% of Australians are familiar with podcasting (compared to 60% USA) and 29% of people have listened to a podcast. Impressive to see Australian familiarity exceeding the USA.
- 17% of Australians have listened to a podcast in the last month, with 25-54-year-olds making up the largest share of monthly podcast listeners.
- An average of six podcasts are listened to each week by those who are weekly podcast listeners.
- 73% of Australians have used YouTube to watch music videos or listen to music; of whom 59% have done this in the last month and 44% in the last week.
- 80% of Australians currently use social media and 90% of those aged 12-54 years are current users.
- Amongst social networks, Facebook awareness is highest (98%), followed by Twitter (95%), Instagram (94%) and Snapchat (84%). It is telling (and a little surprising) that awareness of all these social media brands is higher in Australia than the USA.
- Facebook is more likely to be the most-used social media platform with 12-24-year-olds in Australia versus the USA (58% vs. 39%), however, Snapchat is less chosen as the most-used among this group in Australia than the USA (16% vs. 31%).
- Penetration of Internet-connected TVs is higher in the USA than Australia, however, penetration of smartphones and tablets is greater in Australia.
- Netflix is the most popular on-demand video service, with 35% of Australians having access to a subscription – astonishing penetration in a relatively short period.
It is always good to assess multiple data points, and the podcasting penetration in Australia per this research is actually lower than recent research on this topic from the ABC which showed 29% of Australians had listened to a podcast in the last month.
Some fascinating insights here, especially in relation to direct comparisons between Australia and the USA. Whilst podcasting is unquestionably growing, this report affirms the hypothesis that radio seems to remain the ‘traditional’ media segment least affected by the disruption, in comparison to the more stark impact on print and TV.
Great to see this report appear on the Australian landscape and I hope this becomes an annual process.