Australian podcast listeners are attentive and immersed: Acast “Sounds Smart” study

Global podcast company Acast released highlights of its advertiser-facing Sounds Smart research. It is a survey of at-least-monthly Australian podcast listeners. (See it HERE.)

One question asked about attention and immersion. Seventy-four percent of respondents agree with the statement: “Podcasts provide me with content that I want to dedicate my attention to.” In a second dive into the immersion question, respondents compared their level of attention across 11 media categories, and podcasting comes in second only to movies:

Most advertiser-facing studies ask survey subjects about their receptivity to ads and advertised products. In this one, respondents were asked whether they purchased (or considered purchasing) an advertised product, or searched for more information, or spoke to others about it. The results:


Brad Hill