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- 🎙LiSTNR Dominates Australian Podcast Market with 7M Monthly Listeners, Digital Revenue Soars 48%
🎙LiSTNR Dominates Australian Podcast Market with 7M Monthly Listeners, Digital Revenue Soars 48%
Podwires Team
November 01, 2024
In partnership with
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🎙️TODAY’S BRIEF
🔥 LiSTNR Dominates Australian Podcast Market with 7M Monthly Listeners, Digital Revenue Soars 48%
🚨 Podcast Insight: Breaking Audio Trends: Traditional Radio Outperforms Podcasts in Latest Nielsen-Edison Report
🌏 Podcast Elsewhere: Sennheiser Launches Profile Wireless: All-in-One Audio Solution for Content Creators in 2024.
🤖 Podcast Revolution : Podcast Giant Acast Introduces Advanced Brand Safety Solution Through Barometer Partnership
🛠️ 3 New AI Podcast Toolbox to boost your productivity
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🔥LiSTNR Dominates Australian Podcast Market with 7M Monthly Listeners, Digital Revenue Soars 48%
Image: SCA
Southern Cross Austereo, which owns LiSTNR, has come out as a podcast powerhouse in Australia with LiSTNR retaining its position as the sales network. Revenue growth through innovative LiSTNR AdTech Hub, taken up by over 33% of the digital audio campaigns, came in at 48.2%.
The Key Points:
Digital audio revenue grew 48.2% in Q1 FY25.
LiSTNR now boasts over 2 million users signed in and has a reach that can be accessed with targeted content.
LiSTNR comes top in the Australian Podcast Ranker.
LiSTNR AdTech Hub features in 33% of digital audio campaigns.
Total audio revenue grows by 4.8% to $100.4 million.
Why It Matters: This is a significant step in the evolution of the Australian digital audio industry, where traditional radio broadcasters are actually becoming digitally savvy. The swift uptake of LiSTNR's AdTech Hub illustrates how the increasing relevance of targeted audience targeting is potentially transforming the way brands communicate with listeners.
Our View: This growth path has huge opportunities for podcast producers, as SCA has shown an ability to monetize digital audio content with high margins and sophisticated advertising technology that can be applied for podcast producers to take more yield from advertising, reach more significant audiences with better engagement, and hopefully higher CPM and share of revenue between the platforms and the content creators.
🗞️ TL;DR - PODCAST NEWS
Spotify Launches New Podcast Analytics Tool to Track Listener Journey and Drop-off Points. Spotify has just launched a fresh analytics tool which helps podcasters understand exactly where they are losing potential listeners-to whether the artwork stage, show description or actual content-is so that they can target improvement more effectively to expand their audience.
Anna Kai Launches Podcast, “Brutally Anna” on the fwd. network .Popular social media personality Anna Kai (known as maybeboth with 3 million followers) is launching a new weekly podcast called "Brutally Anna" that will feature honest conversations about love, relationships, and personal growth, joining AdLarge's female-focused fwd. network.
Robert Downey Jr.'s Team Downey Launches Second Season of 'The Sunshine Place' Podcast Investigating Teen Rehab Abuse . This second season of the award-winning podcast "The Sunshine Place," from Robert Downey Jr.'s Team Downey and Audacy Podcasts, delves into the notorious 1980s teen rehabilitation program known as Straight Incorporated, publicly touted by Nancy Reagan but widely reported to have used abuse and torture on its participants.
Edison Research Corrects Joe Rogan Audience Data: 54% of Listeners Favor Trump Over Harris. Edison Research corrected Joe Rogan's podcast audience 2024 election voting preferences. The updated data shows 54% of Rogan's listeners support Trump, 26% Harris, and 16% undecided.
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Breaking Audio Trends: Traditional Radio Outperforms Podcasts in Latest Nielsen-Edison Report
Image: Edison Research
Ad-supported radio is experiencing unexpected growth in popularity among the youngest audiences in the US audio landscape. The Record's latest research now has 18-34-year-olds listening to the radio ad-supported for 51% of their ad-supported time, up from 48% last quarter. It marks the second straight decline for podcast listening in this age group, down to 31% in Q3 2024, after peaking at 37% in Q1, reports The Record.
It draws data from Nielsen and Edison Research's quarterly report, "The Record," on U.S. audio consumption patterns. The research amalgamates Edison Research's method for measuring audio consumption with Nielsen's audience measurement expertise to provide comprehensive insights into American listening habits across radio, podcasts, streaming services, and satellite radio platforms.
The Key Points :
Americans spend nearly 4 hours and 57 minutes every day on audio consumption through all platforms.
Audio ad-supported breakdown: 67% radio, 18% podcasts, 11% streaming, 3% satellite
Radio leads, with 75% share of audio time among those aged 35 and above.
Podcast share among 18-34 year-olds declined from 37% (Q1) to 31% (Q3)
News and sports streaming had increased share during Q3, or election coverage.
Why It Matters: Advertising without audience data is like trying to catch fish without knowing where they're swimming. This quarterly report shows advertisers exactly where their target audiences are spending their listening time, revealing that despite the digital revolution, traditional radio remains the dominant force in ad-supported audio, even among younger listeners who were thought to be permanently lost to newer platforms.
Our View : Declining numbers of podcasts might present a problem, but they also open up possibilities for podcast producers to evolve and innovate. The news and sports programs doing so well indicate that immediate, relevant content continues to engage audiences. Here, as producers, we must think hybrid-synergy of radio's immediacy with podcasting's depth and personality. This may be through live podcast events or radio collaborations, which would enable us access the persistent reach of radio.
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🔆 FROM OUR COMMUNITY
Digital Audio's Growth Surge: Why Marketers Should Close the Investment Gap in 2024. This comprehensive report shows how advertisers underinvest in digital audio (streaming and podcasts) despite its higher attention rates, brand recall, and ROI than other media channels. While consumers spend 20% of their digital media time on audio content, only 3.1% of digital ad spending goes to it, missing a major opportunity for marketers to engage audiences.
Creator Economy Surpasses Traditional Media: YouTube Leads Streaming with 10.6% TV Viewership in 2024. With 10.6% of TV viewership and $8.92 billion in Q3 ad revenue, YouTube is the leader in streaming and transforming Hollywood. Podcasts have reached 135 million monthly listeners, and creator-driven fandom is creating engagement and revenue at unprecedented levels. Amazon's investment in Spotter shows that the creator economy is taking an increasingly bigger role in entertainment, which forces traditional media companies to change.
How Podcast Clips Can Double Your Show's Growth: A Complete Guide for Creators. Create 30-second to 2-minute video clips from your podcast episodes to attract new listeners and grow your audience, especially on Instagram, TikTok, and YouTube, where attention spans are short and video content performs best.
The Art of Podcast Description: Why Curiosity Gaps Matter More Than Categories. The article uses Boards of Canada to show why a specific, emotionally resonant description is better for podcast marketing than a generic category label. The author explains how "curiosity gaps"—the gap between what people know and what they want to know or feel—can make descriptions of podcasts more engaging and memorable. It suggests using real listener testimonials to highlight these gaps rather than marketing copy.
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Robb Elineil Paa is Podcast Manager and Editor from Uprise Studio worked with multiple podcasts and brands for almost 2 years now.
🚨 What inspired you to create your podcast company or become Podcast professionals, and what niche do you fill in your podcasting landscape?
What inspired me to dive into podcasting was the chance to help others share their stories and make meaningful connections. I saw how powerful podcasts could be, not just for entertainment but for learning, community, and inspiration. My focus is on helping small creators and entrepreneurs, those who have a message but need that extra support in editing, managing, and promoting their content to reach the right audience.
⚖️ How do you balance creative freedom for podcasters with ensuring content aligns with your mission?
Balancing creative freedom with alignment to our mission is all about open communication and trust. I believe in giving podcasters the space to express their unique voices while guiding them to ensure their content reflects our core values. It’s a collaborative process that ultimately enhances the podcast's impact and keeps it true to our mission.
🛟 What support do you offer your podcasters/client beyond production and distribution?
Beyond production and distribution, I provide personalized guidance to help podcasters grow their audience and refine their content strategy. I offer insights on episode topics, branding, and social media promotion, ensuring their message resonates with listeners.
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Acast Partners with Barometer to Launch AI-Powered Brand Safety Tools for Podcast Advertising The partnership allows advertisers to analyse thousands of podcast episodes using AI transcription and natural language processing to set custom risk acceptance levels and expand their reach while maintaining brand safety.
Sennheiser Launches Profile Wireless: All-in-One Audio Solution for Content Creators in 2024. Sennheiser offers Profile Wireless at $299, which is an audio system. It features a two-channel 2.4 GHz wireless microphone system. It has clip-on, handheld, and desktop mic options. Innovative backup recording, 16GB internal storage, and connectivity to phone, camera, and computer come with the product. With a 245m range and acting as a handheld mic and multifunctional charging bar, it can be described as a comprehensive solution for content creators and videographers.
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