Australia’s audience for monthly audio streaming has reached 13.8 million. Those listeners spend more than 11 hours a week tuning in to radio stations online and/or listening to Internet-only streamed audio. That figure is up from an average of about 10 hours of weekly audio in 2018 and 9 hours in 2017, marking 20% growth over the past two years. Podcasts are also on the rise. Nearly 5 million Australians listening monthly and weekly listeners account for 15% of Australians.
Spotify and YouTube were the big winners for weekly use of accessing music content. Almost half (48%) of Australians used YouTube weekly for music or music videos, while 34% tuned in to Spotify weekly. Apple Music posted weekly use at 8%, while SoundCloud had just 5% and Google Play Music had 4%.
Media buyers have been responding to the growing interest of Aussie listeners. A recent IAB survey found that 87% of media buyers use streaming audio advertising and more than 60% do so regularly. Podcast ads also posted growth, with regular use among buyers growing from 14% last year to 20%.
The guide included information for new or first-time parties interested in digital audio advertising, such as common methods for planning and buying campaigns as well as a primer on metrics.