澳大利亚播客行业市场前景及投资研究报告-培训课件外文版2024.6

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TRENDSPodcastsinAustraliaCHAPTER

01TheglobalpodcastpictureNumberofnewpodcastspublishedworldwidefrom2010to2023(in1,000s)Numberofnewpublishedpodcastsworldwide2010-20231,2001,0008001,019.7736.5600400336.92019241.22022203.52018161.32023200133.3201790.657.734.740.326.730.523.202010201120122013201420152016202020213Description:Podcastshaveseenimmensegrowthovertheyears.EspeciallyduringtheCovid-19pandemic,manynewpodcastswereproduced.In2020,overonemillionpodcastswerelaunched,comparedto241.2thousandin2022.

ReadmoreNote(s):Worldwide;2010to2023Source(s):ListenNotesNumberofpodcastsandpodcastepisodesworldwidein2023(inmillions)Numberofpodcastsandpodcastepisodesworldwide2023200178.37180160140120100806040203.20PodcastsEpisodes4Description:Accordingtoastudyfrom2023,thenumberofpodcastsreachedroughly3.2millioninthatyear.Thenumberofepisodeshasalsoincreasedtomorethan178millionpublishedto-dateasofOctober2023.

ReadmoreNote(s):Worldwide;asofOctober2023Source(s):ListenNotesNumberofpodcastspublishedpermonthworldwidefromSeptember2022toSeptember2023(in1,000s)Numberofmonthlypublishedpodcastsworldwide2022-20232523.621.621.320.720.3201510518.217.817.615.715.414.814.312.80Sepr2022

Oct2022

Nov2022

Dec2022

Jan2023Feb2023

Mar2023

Apr2023

May2023

Jun2023Jul2023Aug2023

Sep20235Description:In2022,themonthinwhichthemostnewpodcastswerelaunchedwasSeptemberwithover21thousandpodcastsgoingonline.Withthebeginningofnewyear,evenmoreaudiocontentwaspublished,namely23.6thousandnewpodcastsinJanuary2023.ReadmoreNote(s):Worldwide;September2022toSeptember2023Source(s):ListenNotesLeadingpodcastpublishersworldwideinJune2023,byuniquestreamsanddownloads(inmillions)Podcastpublishers'globaluniquestreamsanddownloads2023Uniquestreamsanddownloadsinmillions100

150

200050250300350400377.24iHeartPodcastsWondery176.23162.04NPRNewYorkTimesDailyWire111.7179.9470.41NBCNewsPRX52.4541.3635.0738.19TheWaltDisneyCompanyCNNVoxMedia6Description:TheleadingpodcastpublisherworldwideinJune2023basedonuniquestreamsanddownloadswasiHeartRadiowith377.24millionstreamsanddownloadsinthatmonth.InsecondplacewasWonderywith176.23million.

ReadmoreNote(s):Worldwide;June2023;mobileanddesktoppodcastaudienceSource(s):PodtracLeadingpodcastgenresonSpotifyworldwideinthefirsthalfof2023,byshareoflisteninghoursRankingofpodcastgenresonSpotifyworldwideH12023,bylisteninghourshare35%30%30%25%20%15%10%5%18%15%10%7%0%ComedySocietyandcultureLifestyleandhealthTruecrimeEducational7/statistics/1428226/podcast-genres-worldwide-listening-hoursAccordingtoastudyonpodcastconsumptionworldwideinthefirsthalfof2023,30percentofpodcastlisteninghoursonSpotifywerespentlisteningtocomedypodcasts.Another18percentwerespentlisteningtosocietyandculturepodcasts.

ReadmoreNote(s):Worldwide;H12023Source(s):SpotifyNumberofpodcastlistenersinselectedregionsandterritoriesworldwidefrom2023to2027(inmillions)Podcastslistenernumbersworldwide2023-2027,byterritoryNorthAmericaLatinAmericaChina150.1WesternEurope200178.4

178.7180168.1165.4166.1160.8157.8155.416014012010080149.4147.5143.3136.2133.5128.5124.9120.8117.1116.3113.360402002023*2024*2025*2026*2027*8Description:Itwasestimatedthatin2024therewillbe147millionpodcastlistenersinLatinAmerica,whichwillputtheregionalmostonparwithNorthAmericathatyearandsetituptosurpassitbytheendof2027.Interestingly,ChinaisexpectedtoseesimilarnumberstoLatinAmericain2027,albeitstartingmuchlowerin2023-at111millionpodcastlisteners.ReadmoreNote(s):Worldwide;August2023;internetusersofanyagewholistenedtoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonth;*Forecast

ReadmoreSource(s):InsiderIntelligenceShareofpodcastlistenersamonginternetusersinselectedcountriesandregionsworldwide2022-2026Podcastlistenership:selectedcountriesandregionsworldwide2022-202620222023*2024*2025*2026*50%45%40%35%30%25%20%15%10%5%46.3%45.2%43.8%42.4%40.8%32.8%31.9%30.9%29.8%32.4%31.4%30.3%28.4%26.7%28.1%16.5%15.9%15.2%14.4%16.6%14.6%12.9%11.3%9.9%16%15.4%14.8%14%13.3%12.9%0%NorthAmericaWesternEuropeLatinAmericaSouthKoreaJapanChina9Description:AccordingtoastudyfromAugust2022onpodcastconsumptionworldwide,40.8percentofinternetusersinNorthAmericalistenedtoapodcastatleastonceamonth.Incomparison,podcastconsumptioninWesternEuropewasslightlylowerwith28.1percentduringthesameperiod.Overall,theshareofpodcastsconsumersamonginternetusersistoincreasefurtheruntil2026.ReadmoreNote(s):Worldwide;August2022;amonginternetusersofanyagewholistentoapodcastviadigitalstreamordirectdownloadonanydeviceatleastoncepermonth;*Forecast.

ReadmoreSource(s):InsiderIntelligenceCHAPTER

02ServicesandlisteningServicesusedtolistentopodcastsinAustraliain2023ServicesusedtolistentopodcastsinAustraliain2023Shareofrespondents0%10%20%30%40%50%60%70%SpotifyYouTube66%61%ApplePodcastsappPodcast'sownmobileapp41%29%11/statistics/1453177/australia-services-used-to-listen-to-podcastsAccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,66percentofrespondentslistenedtopodcastsonSpotify.ThiswasfollowedbyYoutube,with61percentofrespondentslisteningtopodcastsonthisplatform.

ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchServicesusedmostoftentolistentopodcastsinAustraliain2023ServicesusedmostoftentolistentopodcastsinAustraliain2023Other20%Spotify34%Podcast'smobileapp5%Podcast'swebsite6%YouTube24%ApplePodcastsapp11%12Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,34percentofrespondentsmostoftenlistenedtopodcastsonSpotify.ThiswasfollowedbyYouTube,with24percentofrespondentslisteningtopodcastsonthisplatform.ReadmoreNote(s):Australia,AustraliaandOceania;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchFrequencyoflisteningtopodcastsinAustraliain2023FrequencyoflisteningtopodcastsinAustraliain2023Everyday11%Atleastonceperweek18%Severaltimespermonth10%Never35%Atleastoncepermonth7%Lessthanoncepermonth19%13Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,18percentofrespondentsclaimedthattheylistenedtopodcastsatleastonceperweek.Atthesametime,35percentofrespondentsstatedthattheydidn'tlistentopodcastsatall.ReadmoreNote(s):Australia,AustraliaandOceania;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchPodcastlisteninglocationsinAustraliain2023PodcastlisteninglocationsinAustraliain2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%87%100%AthomeInacar/truck64%Whilewalkingaround/onfootWhileridingpublictransportationAtwork54%40%33%Atagym/whileworkingout29%14Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,homewasthemostpopularpodcastlisteninglocation,with87percentofrespondentschoosingthisvariant.Thiswasfollowedby64percentofrespondentslisteningtopodcastsinacaroratruck.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchCHAPTER

03PodcastlistenersShareofweeklypodcastlistenersinAustraliafrom2017to2023ShareofweeklypodcastlistenersinAustralia2017-202335%30%33%26%26%25%20%15%10%5%17%15%13%10%0%201720182019202020212022202316Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,33percentofrespondentsclaimedtheylistenedtopodcastsweekly.Thismarkedasignificantincreaseinthenumberofpodcastlistenerscomparedtotenpercentinthebeginningofthemeasuredperiod,2017.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchShareofweeklypodcastlistenersinAustraliain2023,byagegroupShareofweeklypodcastlistenersinAustraliain2023,byagegroup60%54%48%50%40%30%20%10%0%36%33%21%12%Age12-17Age18-24Age25-39Age40-54Age55-64Age65+17Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,54percentofrespondentsaged18-24claimedtheylistenedtopodcastsweekly.Incontrast,only12percentofAustraliansaged65+statedthattheylistenedtopodcastseveryweek.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchShareofmonthlypodcastlistenersinAustraliafrom2017to2023ShareofmonthlypodcastlistenersinAustralia2017-202350%45%43%40%40%35%30%25%20%15%10%5%37%25%22%18%17%0%201720182019202020212022202318Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,43percentofrespondentsclaimedtheylistenedtopodcastsmonthly.Thismarkedasignificantincreaseinthenumberofpodcastlistenerscomparedto17percentinthebeginningofthemeasuredperiod,2017.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchShareofmonthlypodcastlistenersinAustraliain2023,byagegroupShareofmonthlypodcastlistenersinAustraliain2023,byagegroup80%70%70%60%50%40%30%20%10%0%56%46%44%31%17%Age12-17Age18-24Age25-39Age40-54Age55-64Age65+19Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,70percentofrespondentsaged18-24claimedtheylistenedtopodcastsmonthly.Incontrast,only17percentofAustraliansaged65+statedthattheylistenedtopodcastseverymonth.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchShareoflistenerstopodcastswithavideocomponentinAustraliain2023ShareoflistenerstopodcastswithavideocomponentinAustraliain2023Shareofrespondents0%10%20%30%40%50%60%70%80%90%100%Listentoaudio-onlypodcastsListentopodcastswithvideothatyouactivelywatchListentopodcastswithvideo86%51%43%20Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,86percentofrespondentslistenedtoaudio-onlypodcasts.Incontrast,43percentofrespondentsclaimedthattheylistentopodcastswithvideothatyouminimize/playinbackground.ReadmoreNote(s):Australia,AustraliaandOceania;2023;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchNumberofpodcastepisodeslistenedtoweeklyinAustraliain2023NumberofpodcastepisodeslistenedtoweeklyinAustraliain2023Elevenormore9%One14%SixtoTen18%Two21%FourorFive24%Three14%21Description:AccordingtoasurveyontheoverallaudiopenetrationinAustraliaconductedin2023,Australianweeklypodcastlistenersaveragedfiveepisodes.Atthesametime,around9percentofrespondentsclaimedthattheylistenedto11ormorepodcastsaweek.ReadmoreNote(s):Australia,AustraliaandOceania;1,576respondents;12yearsandolderSource(s):CRA;EdisonResearchCHAPTER

04PodcastsandpublishersTop10podcastsinAustraliafromAugust2023toJanuary2024,bymonthlylistenersTop10podcastsinAustralia2023-2024,bymonthlylistenersShamelessTheKyle&JackieOShowCasefileTrueCrimeStuffYouShouldKnowConversationsAustralianTrueCrimeMamamiaOutLoudTheImperfectsHamish&AndyCrimeJunkie1,2001,0008006004002000Aug-2023Sep-2023Oct-2023Nov-2023Dec-2023Jan-202423Description:AsofJanuary2024,ShamelesspodcasthadthelargestnumberoflistenersinAustralia,with516thousandpeoplelisteningtoitthismonth.CrimeJunkiepodcastclosedthetop10,with317thousandmonthlylisteners.ReadmoreNote(s):August2023toJanuary2024Source(s):CRA;TritonDigitalTop10podcastsinAustraliafromAugust2023toJanuary2024,bymonthlydownloadsTop10podcastsinAustralia2023-2024,bymonthlydownloadsConversationsShamelessCasefileTrueCrimeMamamiaOutLoudRNBreakfastAustralianTrueCrimeStuffYouShouldKnowHamish&AndyTheKyle&JackieOShowLifeUncut6,0005,0004,0003,0002,0001,0000Aug-2023Sep-2023Oct-2023Nov-2023Dec-2023Jan-202424Description:AsofJanuary2024,ConversationswasthemostdownloadedpodcastinAustralia,witharound3.4milliondownloadsthismonth.Lifeuncutpodcastclosedthetop10,witharound837thousandmonthlydownloads.

ReadmoreNote(s):Australia,AustraliaandOceania;August2023toJanuary2024Source(s):CRA;TritonDigitalTop10Australian-madepodcastsinAustraliafromAugust2023toJanuary2024,bymonthlylistenersTop10Australian-madepodcastsinAustralia2023-2024,bymonthlylistenersShamelessTheKyle&JackieOShowCasefileTrueCrimeAustralianTrueCrimeConversationsTheImperfectsMamamiaOutLoudLifeUncutHamish&AndyNoFilter1,2001,0008006004002000Aug-2023Sep-2023Oct-2023Nov-2023Dec-2023Jan-202425Description:AsofJanuary2024,ShamelesswasthemostpopularpodcastinAustralia,witharound516thousandmonthlylisteners.Nofilterpodcastclosedthetop10,witharound290thousandmonthlylisteners.ReadmoreNote(s):Australia,AustraliaandOceania;August2023toJanuary2024Source(s):CRA;TritonDigitalTop10Australian-madepodcastsinAustraliafromAugust2023toJanuary2024,bymonthlydownloadsTop10Australian-madepodcastsinAustralia2023-2024,bymonthlydownloadsConversationsMamamiaOutLoudCasefileTrueCrimeAustralianTrueCrimeRNBreakfastHamish&AndyTheKyle&JackieOShowLifeUncutShameless7am6,0005,0004,0003,0002,0001,0000Aug-2023Sep-2023Oct-2023Nov-2023Dec-2023Jan-202426Description:AsofJanuary2024,ConversationswasthemostdownloadedAustralian-madepodcastinAustralia,witharound3.4milliondownloadsthismonth.7ampodcastclosedthetop10,witharound794thousandmonthlydownloads.

ReadmoreNote(s):Austra