In Pod we trust? The rise and rise of podcasts, and where to next

Podcasting matures into a mainstream medium in Australia, with engagement rising despite a plateau in total reach.

Robin Jordan · Venture Insights1 September 2019Period: September 20198 min read

Last updated 8 June 2026

80%↑

Podcast awareness among Australians P12+ (2019)

22%↑

CAGR of weekly podcast listeners in Australia (2017-2019)

Locked

+1more stats

Companies covered:AppleSpotifyLibsynPwCIABThe New York TimesThe EconomistMidrollAcast

Abstract

This report analyses the Australian podcasting sector, highlighting that awareness has reached 80% of the population, surpassing the US at 70%. While the total pool of all-time listeners remains stable at approximately one in three Australians, engagement is intensifying, with weekly listeners now consuming six podcasts on average. The analysis explores the dominance of Apple Podcasts, which accounts for over 60% of downloads, and evaluates the challenges of monetising mid-market and niche content through advertising and paid models.

Key Takeaways

Australian podcast awareness has reached 80%, significantly higher than the 70% awareness recorded in the US market.
While all-time reach has plateaued at 30%, weekly listener engagement is surging with a 22% CAGR between 2017 and 2019.
The Australian podcast advertising market is forecast to grow from A$5 million in 2018 to A$110 million by 2022.

stakeholder implications · PDF download

Frequently Asked Questions

No, the medium has reached mainstream saturation with 80% of Australians now aware of podcasts, surpassing the US awareness level of 70%. One in three Australians has listened to a podcast, indicating a stable and established audience base.

Engagement is intensifying, with weekly listeners now consuming an average of six podcasts. This high frequency contributed to a 17% increase in average weekly listening time in 2018 alone.

The Australian podcast advertising market is forecast to reach A$110 million by 2022. Profitability at scale will be driven primarily by advertising, as current models remain ineffective for monetising niche content with smaller audiences.

Apple remains the dominant gatekeeper, accounting for 63% of global podcast downloads. This concentration of power presents a significant barrier for new platform entrants and independent distributors.

In Pod we trust? The rise and rise of podcasts, and where to next

Abstract

Key Takeaways

Frequently Asked Questions

Unlock the full report

Free

Lite

Team