Sony Pixel Power calrec Sony

Nielsen data shows podcasts more popular than ever with Australian audiences as number of older listeners jumps 49% in just 12 months

30/09/2024

Popularity of podcasts in Australia up 16% YoY

Number of over-60 listeners jumps 49%

Comedy is king when it comes to podcast content

Women love true crime podcasts, men prefer sport and business content

Sydney - September 30, 2024 - Nielsen's latest Advanced Audiences data, powered by Consumer & Media View (CMV), shows podcast listenership in Australia has never been stronger, with older Aussies leading the surge.

While the popularity* of podcasts among Australian audiences grew 16% year-on-year**, a 49% increase in the number of 60-and-over listeners has cemented the on-demand medium as one of the best ways for advertisers to target engaged listeners with high levels of disposable income, as 14% of Australia's 9.6 million podcast listeners* have a household income of $200k and above, according to Nielsen.

Australia's 60-and-above audience accounted for 757,000 of Australia's podcast listeners in 2023, but as of July, 2024, that jumped to 1.125 million. Additionally, the number of female listeners over the age of 55 increased by 52% in the last 12 months.

When it comes to content, comedy is king, attracting 41% of all podcast listeners in Australia. Close behind is Society and Culture, with 38% of listeners, followed by True Crime (27%), News and Politics (25%), then Sports and Recreation (21%). Australia's female listeners make up the majority of true crime, society and culture listeners, with males preferring sport, recreation, and business content.

While 46% of Australia's podcast listeners say they listen to podcasts to be entertained, 36% consume the format to be informed, with an additional 29% saying they listen to be educated. Nielsen (CMV) data also shows one third of podcast listeners consume the medium between 9am and 5pm, growing broadcast radio's strength in the timeslot.

Glenn Channell, Nielsen's Pacific Head of Advanced Analytics, said: As podcast listenership continues to grow across demographics and genres, these insights reflect the evolving preferences and behaviours of Australian audiences, reinforcing podcasts' position as one of the best ways to connect brands with consumers. Nielsen Advanced Audiences and Nielsen CMV allows them to do that providing a more holistic picture of behaviours, preferences and lifestyle habits.

About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).

About Nielsen Advanced Audiences Nielsen Advanced Audiences insights enrich your first-party data to create authentic connections with Australian and New Zealand consumers and drive greater business success.

The better you know your audiences, the easier it is to connect with them. With rich demographic and lifestyle data, information on purchasing behaviours and intentions, alongside extensive media habit reporting, Nielsen Advanced Audiences shape successful brand, advertising and marketing strategies.

Notes *Podcast listeners in the past month

*Year-on-year growth for 12 months ending June, 2023 vs 2024

Press Contact Dan Chapman

dan.chapman@nielsen.com

+61 4040884
LINK: https://www.nielsen.com/news-center/2024/nielsen-data-shows-podcasts-m...
See more stories from arbitron

North America Stories

14/04/2026

Sinclair's WTOV Taps Brightline for Lighting Upgrade

Share Copy link Facebook X Linkedin Bluesky Email...

14/04/2026

Grass Valley Showcases Alliance Ecosystem at 2026 NAB Show

Share Copy link Facebook X Linkedin Bluesky Email...

14/04/2026

FCC Selects New Lead Administrator for U.S. Cyber Trust Mark Program

Share Copy link Facebook X Linkedin Bluesky Email...

14/04/2026

Gray Media Names Jim Hays GM of WTHI

Share Copy link Facebook X Linkedin Bluesky Email...

14/04/2026

NAB Blasts CTA in FCC Sports Probe Comments

Share Copy link Facebook X Linkedin Bluesky Email...

14/04/2026

Wowza to Showcase AI-Powered Video Workflows and Emerging...

Wowza will return to NAB Show 2026 with a set of live demonstrations focused on how video infrastructure is evolving for a new generation of AI-powered and oper...

14/04/2026

Stegawave Debuts Real-Time Forensic Watermarking to Tackle Piracy in Live Sports Streaming

Stegawave Debuts Real-Time Forensic Watermarking to Tackle Piracy in Live Sports...

14/04/2026

Living in Boston: A Guide for Incoming Boston Conservatory Students

Living in Boston: A Guide for Incoming Boston Conservatory Students From navigating the T to balancing school with professional gigs, a current student shar...

14/04/2026

Just What Is Genre These Days, Anyway?

Just What Is Genre These Days, Anyway? Understanding the business and art of genre-bending in 2026. April 10, 2026 By Bryan Parys Illustration by Jack Fla...

14/04/2026

Lenora Helm Hammonds Is Turning Passion Into Plan A

Lenora Helm Hammonds Is Turning Passion Into Plan A The dean of the Professional Education Division has seen the industry from all sides. Now shes bringing it...

14/04/2026

How Michelle Zalabak Found Her Dream Career in Music and Finance

How Michelle Zalabak Found Her Dream Career in Music and Finance The Warner Music Group deal analysis manager helps determine what artist catalogs are worth a...

13/04/2026

Jnger Audio Joins EBU ADM Implementers Group as Founding Member

Telos Alliance has announced that J nger Audio has joined the EBU ADM Implementers Group (ADM-IG) as a founding member. The group is focused on advancing ADM an...

13/04/2026

NAB 2026: Grass Valley to Showcase Alliance Partner Ecosystem

Grass Valley will demonstrate its Alliance Partner ecosystem at NAB Show 2026 (Booth C2408, Central Hall, April 19-22), showing AMPP integrations across live pr...

13/04/2026

NAB 2026: Media Links to Demonstrate IP Transport Solutions

Media Links will exhibit at NAB Show 2026 (Booth W2033), demonstrating IP transport solutions for live production including hitless protection technology, Xscen...

13/04/2026

NBC Sports Partners with Overtime for OT7 Football League and Navy All-American Bowl

NBC Sports has announced a programming, distribution, and sales partnership with...

13/04/2026

FloSports Promotes Jayar Donlan from COO to President

FloSports has promoted Chief Operating Officer Jayar Donlan to President, effective immediately. In his new role, Donlan will lead the company's commercial,...

13/04/2026

MASV Case Study: PanCam Pictures Uses MASV for Remote Post-Production at Senior Bowl 2026

PanCam Pictures, the documentary production company founded by Paul Camarata, us...

13/04/2026

NAB 2026: Mimir to Showcase Cloud Production Platform

Mimir will exhibit at NAB Show 2026 (North Hall, Booth N2850), demonstrating its cloud-native media production platform with new capabilities including Mimir Cu...

13/04/2026

NAB 2026: BBright Adds RIST Protocol Support to IP Gateway

BBright has announced that its IP Gateway now supports the Reliable Internet Stream Transport (RIST) protocol. The addition will be introduced at NAB Show 2026 ...

13/04/2026

Net Insight Awarded ESA NAVISP Development Project for PNT Technology

Net Insight has been awarded a development project through the European Space Agency's Navigation Innovation and Support Program (NAVISP), with co-funding f...

13/04/2026

NAB 2026: intoPIX to Showcase JPEG XS, IPMX, and SMPTE 2110 Solutions

intoPIX will exhibit at NAB Show 2026, marking the company's 20th anniversary. The company will demonstrate its JPEG XS compression portfolio and IPMX-appro...

13/04/2026

Inside the Launch of BravesVision: How Braves, Raycom Sports Pulled Off One of the Most Ambitious Efforts in Regional-Sports-Media History

Starting from scratch, the team built an in-house content platform comprising ga...

13/04/2026

NAB 2026: AI Will Make Its Presence Felt in Audio Offerings, Presentations

Here's a look at some of the new products and updates, along with audio-centric conferences, that attendees will find next week at the show When the 2026 N...

13/04/2026

NAB 2026: Avid to Demonstrate Integrated Newsroom Capabilities

Avid will launch new integrated newsroom capabilities for Avid for News at NAB Show 2026 (Booth N2226, April 18-22), demonstrating how Avid Content Core connect...

13/04/2026

NAB 2026: Synamedia Launches Cloud-Controlled Edge Playout Version of Quortex PowerVu

Synamedia has announced a new version of Quortex PowerVu, an IP-native, software...

13/04/2026

NAB 2026: Mediaproxy Adds AI Brand and Advertisement Tracking to LogServer

Mediaproxy has developed a suite of AI-powered tools for brand and advertisement tracking, integrated into its LogServer compliance logging and analysis platfor...

13/04/2026

NAB 2026: Disguise to Demonstrate Media Server and Software Integrations

Disguise will demonstrate its media servers and software at NAB Show 2026, appearing across five partner booths in Central Hall: MRMC, B&H, Planar, CarbonBlack,...

13/04/2026

NAB 2026: OpenDrives Introduces Edge Hybrid Cloud-Edge Performance Accelerator

OpenDrives is introducing OpenDrives Edge at NAB Show 2026, a hybrid cloud-edge performance accelerator for distributed video and rich media workflows. The prod...

13/04/2026

ESPN Returns to The Shed for 2026 WNBA Draft, Expanding Camera Arsenal and Deepening Fan Coverage

The show will deploy 18 cameras across two sets and the draft floor, including a...

13/04/2026

When Missiles Move at 5X the Speed of Sound, Timing Is Everything

L3Harris is accelerating the development of infrared payloads for Space Development Agency's Tranche 2 Tracking Layer, to help meet urgent national defense ...

13/04/2026

US Army Selects L3Harris for Next-Generation Night-Vision System

By leveraging cutting-edge unfilmed Gen III image intensifier technology, NOVA delivers unmatched clarity, range, and reliability in low-light environments - en...

13/04/2026

Harvey Arnold Represents the Best of Broadcast Engineering

Share Copy link Facebook X Linkedin Bluesky Email...

13/04/2026

Ross Video and HighField AI to Deliver AI-Assisted Graphics Creation

Share Copy link Facebook X Linkedin Bluesky Email...

13/04/2026

Disguise to Showcase Cutting-Edge Experience Tech for Bro...

Explore new Disguise plugins, including Sony's VP integration; Listen to panels across partner booths at Sony and B&H Disguise, the company powering everyt...

13/04/2026

TAG Video Systems Joins MXL Interoperability Initiative t...

TAG Video Systems, the leading IP-native Realtime Media Platform, has announced its participation in the Media Exchange Layer (MXL) interop initiative. TAG has ...

13/04/2026

Chaos Launches Free V-Ray for Blender Community Edition a...

Today, Chaos launched V-Ray for Blender Community Edition at BCON Austin 2026, making its production-proven 3D renderer free for all Blender users. The same Aca...

13/04/2026

LTN Appoints Mark Romano as Vice President Multichannel P...

Additions strengthen LTN's leadership as broadcasters scale satellite-to-IP transition LTN today announced the appointments of Mark Romano as Vice Presiden...

13/04/2026

NUGEN Audio Updates Halo Vision With New Precision Analys...

LEEDS, UK, APRIL 13, 2026 NUGEN Audio releases Halo Vision v1.2, a significant update to its real time, customizable audio analysis suite for 3D, surround and...

13/04/2026

Atomos to Acquire Flanders Scientific

Atomos today announced the acquisition of Flanders Scientific (FSI), one of the most respected names in professional reference monitoring. This strategic move r...

13/04/2026

How Mei Semones Built Her Sound from J-Pop, Jazz, and Bilingual Songwriting

How Mei Semones Built Her Sound from J-Pop, Jazz, and Bilingual Songwriting The indie-pop artist combines agile guitar lines, rhythmic shifts, and lyrics that...

13/04/2026

Cue the Change: Jonathon Heyward Is Making Classical Music More Relatable

Cue the Change: Jonathon Heyward Is Making Classical Music More Relatable Nicknamed the Converse Conductor, the Boston Conservatory alum holds top conductin...

13/04/2026

Heat Wave: Inside Miamis Sizzling, Boundary-Blurring Latin Music Scene

Heat Wave: Inside Miamis Sizzling, Boundary-Blurring Latin Music Scene In a city shaped by migration and exchange, Berklee alumni are helping drive a Latin mu...

13/04/2026

TikToK, Major Ad Groups Back Influencer Certification Program

Share Copy link Facebook X Linkedin Bluesky Email...

13/04/2026

DHD Marks 30th Anniversary with Brand Relaunch

DHD audio, developer and manufacturer of digital audio systems for professional broadcast, has launched a comprehensive brand update to mark its 30th anniversar...

13/04/2026

Stegawave Debuts Real-Time Forensic Watermarking to Tackl...

Stegawave, an Irish technology company specialising in forensic watermarking for video content, today announced the launch of its anti-piracy platform for live ...

13/04/2026

Synamedia PowerVu cuts broadcast distribution costs by up...

New version of Quortex PowerVu delivers a standards-based approach to satellite-to-IP transitions, eliminating the need for baseband workflows and complex infra...

13/04/2026

Studio Berlin Invests in Cinematic Live Production with G...

Grass Valley LDX camera systems enable leading German production company to support broadcast and cinematic live production within a single environment. Grass ...

13/04/2026

Techex and MediaKind partner to bring resilient IP transp...

London, UK, 13 April 2026 Techex and MediaKind today announced a partnership to integrate Techexs IP transport and orchestration technology, tx edge, directly...

13/04/2026

Transforming modern education environments with Lightware...

In today's hybrid education environments, there is no one-size-fits-all' AV solution. Lightware's extensive AV portfolio addresses this challenge, ...

13/04/2026

Mediaproxy adds AI toolset to LogServer for brand and adv...

Mediaproxy, the global standard for software-based IP compliance monitoring and multiviewing solutions, has developed a new suite of AI-powered tools designed t...