Thursday, August 5, 2021

Podcast listening on the rise: UC study

Podcast listening is steadily growing in Australia, with one-third (32 per cent) of Australians saying they listened to podcasts in 2020, according to a new report from the News and Media Research Centre at the c.

The study, Podcast Trends and Issues in Australia and Beyond: Global Perspectives draws on information collected in the Digital News Report: Australia 2020 (DNR) and includes insight from various global contributors. It is the first of the DNR Special Report Series and found that globally, 41 per cent of news consumers listened to podcasts in 2020.

The report has found that podcast listeners are young, affluent, highly educated and city-dwellers, with over half of Gen Z (57 per cent) and Gen Y (51 per cent) saying they listen to podcasts, while only 31 per cent of Gen X and 13 per cent of Baby Boomers listen.

YouTube is rising as a major platform for podcasts, with almost half of Australian podcast listeners (42 per cent) using YouTube to access podcasts. This is compared with those using Spotify (33 per cent) and Apple Podcasts (21 per cent).

“News podcast listeners are avid news consumers and have distinctive characteristics,” said lead author of the report, Dr Yoonmo Sang. “They are drawn to news podcasts largely due to news podcasts’ ability to cover diverse subjects and perspectives. It is also noteworthy that news podcast listeners are likely to seek podcasts that align with their viewpoint.”

MUST READ  Australian Women’s Cricket Team return to MCG to celebrate THE RECORD reminder

“People often believe that technology infrastructure including the state of the Internet and mobile penetration is directly related to the popularity of podcasts in the country,” said Dr Sang. “However, interestingly, news consumers in less-connected countries are more likely to be news podcast listeners.”

Lead author of the Digital News Report: Australia, Dr Sora Park, says while there have been a few industry reports and studies on the rise of podcasting, none of them examined podcasting in a global context or investigated the role of podcasts in news.

“Next year’s DNR will feature podcasting in more depth than in previous years,” said Dr Park. “The DNR team will also continue to collaborate with our international partners to further investigate this growing trend.”

MUST READ  Rent Choice Youth providing homes to young people

Other findings include:

  • In 2020, 11 per cent of Australian news consumers listened to news podcasts.
  • Specialist podcasts were the most popular among Australian news consumers (15 per cent), followed by lifestyle (12 per cent), news (11 per cent), contemporary life (11 per cent), and sport (7 per cent).
  • In Australia, 37 per cent of male news consumers listened to podcasts, while 28 per cent of female news consumers listened to podcasts. And 14 per cent of male news consumers listened to news podcasts, while 9 per cent of female news consumers listened to news podcasts.
  • The top reason given by Australians for listening to podcasts is because podcasts cover diverse subjects and perspectives compared to other forms of media (60 per cent).
  • News consumers who prefer news that share their point of view are more likely to listen to news podcasts (26 per cent) compared to those who prefer impartial news (16 per cent) and news that challenges their point of view (22 per cent).
  • In Australia, younger news consumers (under the age of 35) are more likely to pay for podcasts (43 per cent) than those 35 and older (33 per cent).
  • Australian news podcast listeners have a tendency to have a left-leaning political orientation with almost half (48 per cent) identifying themselves as left-wing.

Latest news

India get Olympic medal after 41 yrs in Hockey, beat Germany 5-4 to get Bronze

A resolute Indian men's hockey team rewrote history as it claimed an Olympic medal after 41 years, defeating a plucky Germany 5-4 to win...

UK eases entry restrictions for fully vaccinated passengers from India

Fully vaccinated Indian passengers flying to the UK will no longer be put through a mandatory 10-day hotel quarantine as the UK moved the...

Transgender Olympian Laurel Hubbard’s dead silence at reporter’s question

New Zealand’s transgender weightlifter Laurel Hubbard cemented her place in history on Monday evening, but it led to an awkward moment at a press...

SPC makes COVID-19 vaccines mandatory for all staff

Related news

India get Olympic medal after 41 yrs in Hockey, beat Germany 5-4 to get Bronze

A resolute Indian men's hockey team rewrote history as it claimed an Olympic medal after 41 years, defeating a plucky Germany 5-4 to win...

UK eases entry restrictions for fully vaccinated passengers from India

Fully vaccinated Indian passengers flying to the UK will no longer be put through a mandatory 10-day hotel quarantine as the UK moved the...

Transgender Olympian Laurel Hubbard’s dead silence at reporter’s question

New Zealand’s transgender weightlifter Laurel Hubbard cemented her place in history on Monday evening, but it led to an awkward moment at a press...

SPC makes COVID-19 vaccines mandatory for all staff

In an Australian first, manufacturer SPC is making the coronavirus vaccine mandatory for all staff. It is the first non-health care company to make the...

Victoria records five new cases, Queensland 16

Victoria has recorded six new covid-19 infections today after more than 27,000 people came forward for testing. Three of the cases, including one which was reported...

Five Covid deaths in NSW; snap lockdown for Newcastle and Hunter region

The number of active cases in NSW continues to climb with 262 new infectious announced on Thursday morning, the highest number of daily infections...

Himachal makes negative RT-PCR report mandatory for tourists entering state

In view of the increasing Covid cases in the state, Himachal Pradesh has made negative RT-PCR report mandatory for tourists entering the state. The Disaster...

“Himmat Rakhna,” Parents had said before they died of Covid, daughter scores full marks in class X

Vanisha Pathak of Madhya Pradesh's Bhopal scored 100 in her English, Sanskrit, Science and Social Science Class X CBSE exams, and 97 in Mathematics...