The recent Infinite Dial Australia report from Edison Research shared some data points about the position of podcasts in that nation. The audio format was known to 72% of respondents, while 29% of Australians have listened to a podcast. For the latest U.S.-based Infinite Dial study, familiarity with podcasting was 60% and 40% said they had ever listened to an episode.
As with the U.S. survey, people who are fans of podcasts tend to show a strong inclination for the format. In the Australia results, 17% of respondents said they had listened to a podcast in the past month. For the 25-54 age group, 20% said they are monthly listeners and 13% are weekly listeners. The rates were similar for the 12-24 age bracket, with 22% monthly listeners and 13% weekly listeners. Those who identified as weekly podcast listeners tuned in to an average of six shows a week.
It’s interesting to compare Australia’s consumer uptake of podcasting with the U.S. market. Edison Research provides the best apples-to-apples comparison, as producer of Infinite Dial research standards in both countries. (The U.S. study was released in March.)
Familiarity with “podcasting”
- Australia: 72%
- U.S.: 60%
- Australia: 29%
- U.S.: 40%
- Australia: 17%
- U.S.: 24%
Those three metrics imply an Australian market that is more familiar than the U.S. with “podcasting” as a term, but is less vigorous in its adoption.