The Podcast Consumer Australia 2017 is a first look at this growing platform in Australia. Patterned on a similar report in the USA, this information adds to Edison’s worldwide dataset on Podcasting. This information is derived from the Infinite Dial Australia 2017 study, which is sponsored by Triton Digital, Commercial Radio Australia, and Southern Cross Austereo. This report shows the current status of podcasting including information on: Demographics • Podcast Consumption • Device Usage • Social Media Behaviors • Other Media Behaviors

1. THE PODCAST CONSUMER
AUSTRALIA 2017

2. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Study Overview
• The Infinite Dial is the longest-running survey of digital media consumer behavior
in America
• This inaugural Infinite Dial Australia report mirrors the Infinite Dial U.S. reports
which have been undertaken annually since 1998 by Edison Research and cover
a wide range of online digital media topics
• Infinite Dial Australia explores the penetration of online digital audio and social
media in Australia and the online platforms and technologies that Australians are
using
• This study is designed to allow for direct comparisons between the Australian and
U.S. markets

3. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Study Methodology
• In the first quarter of 2017, Edison Research
conducted a national telephone survey of 1,007
people aged 12 and older
• Data weighted to national 12+ population figures

4. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
72%
79%
83%
52%
Total 12+ Age 12-24 Age 25-54 Age 55+
Familiar with the term
“Podcasting” in Australia
% familiar with the term podcasting

5. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
22%
37% 37%
43% 45% 45% 46% 46% 48% 49%
55%
60%
72%
U.S.
2006
U.S.
'07
U.S.
'08
U.S.
'09
U.S.
'10
U.S.
'11
U.S.
'12
U.S.
'13
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
2017
Aus
2017
Familiar with the term “Podcasting”
Base: Total Population 12+
% familiar with the term podcasting

6. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
29%
34% 34%
18%
Total 12+ Age 12-24 Age 25-54 Age 55+
Podcast Listening in Australia
% ever listened to a podcast

7. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
11% 13%
18%
22% 23% 25%
29% 27%
30%
33%
36%
40%
29%
U.S.
2006
U.S.
'07
U.S.
'08
U.S.
'09
U.S.
'10
U.S.
'11
U.S.
'12
U.S.
'13
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
2017
Aus
2017
Podcast Listening
Base: Total Population 12+
% ever listened to a podcast

8. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
17%
22% 20%
10%
Total 12+ Age 12-24 Age 25-54 Age 55+
Monthly Podcast Listening in
Australia
% listened to a podcast in the last month

9. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Monthly Podcast Listening
Base: Total Population 12+
% listened to a podcast in the last month
9% 11% 12% 12% 14% 12%
15% 17%
21%
24%
17%
U.S.
2008
U.S.
'09
U.S.
'10
U.S.
'11
U.S.
'12
U.S.
'13
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
2017
Aus
2017

10. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Male
56%
Female
44%
Podcast Consumers in Australia:
Base: Monthly Podcast Consumers 12+

11. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
27%
21%20%
15%
Men Women
U.S. 2017 Aus 2017
Monthly Podcast Listening
Base: Total Population 12+
% listened to a podcast in the last month

12. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Age 12-17
9%
Age 18-34
29%
Age 35-54
31%
Age 55 and
older
31%
Aus Population 12+
Podcast Consumers in Australia:
Age 12-17
10%
Age 18-34
38%
Age 35-54
34%
Age 55 and
older
18%
Monthly Podcast Consumers 12+

13. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
27%
31%
12%
22% 20%
10%
Age 12-24 Age 25-54 Age 55+
U.S. 2017 Aus 2017
Monthly Podcast Listening
% listened to a podcast in the last month

14. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
10% 8%
11% 15%
7%
16%28%
39%
Aus Population 18+ Monthly Podcast Consumers 18+
$150K or more
$100K-$150K
$75K-$100K
Podcast Consumers in Australia:
Annual Household Income:

15. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
30%
11%
5% 7%
22%
13%
38%
14%
6% 3%
11%
19%
Employed
full-time
Employed
part-time
Temporarily
unemployed
Homemaker Retired Student
Aus Population 18+ Monthly Podcast Consumers 18+
Podcast Consumers in Australia:

16. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
10% 13% 13%
4%
Total 12+ Age 12-24 Age 25-54 Age 55+
Weekly Podcast Listening in Australia
% listened to a podcast in the last week

17. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Weekly Podcast Listening
Base: Total Population 12+
% listened to a podcast in the last week
7% 8% 10%
13% 15%
10%
U.S.
2013
U.S.
'14
U.S.
'15
U.S.
'16
U.S.
2017
Aus
2017

18. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Less than
three hours
50%
3 hours to less
than 5 hours
20%
5 hours or
more
30%
Average Time “Weekly Podcast Listeners”
Spend Listening to Podcasts in Australia
Mean: 5 hours 22 minutes
Base: Weekly Podcast Consumers 12+

19. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
One
22%
Two
13%
Three
26%
Four or Five
20%
Six to Ten
7%11 or more
12%
Average of six
podcasts listened
in last week
Number of Podcasts Listened
to in Last Week in Australia
Base: Weekly Podcast Listeners

20. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
62%
48%
27%
Method of Listening to
Podcasts in Australia
Subscribe to podcast and download
automatically to listen later
Base: Ever listened to a podcast
Click on podcast
and listen immediately
Download podcast
manually and listen later
% ever using method to listen to podcasts

21. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
One
14%
Two
13%
Three
16%
4 to 5
15%
6 to 10
20%
11 or more
10%
DK/NA
12%
Average of five
podcasts
subscribed to
Number of Podcasts
Subscribed to in Australia
Base: Monthly Podcast Consumers 12+ who subscribe to podcasts

22. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Download
manually to
listen later
26%
Subscribe to
and download
automatically to
listen later
25%
Click and listen
immediately
47%
DK/NA
2%
Method Monthly Podcast Consumers Use
Most Often to Listen to Podcasts in Australia
Base: Monthly Podcast Consumers 12+

23. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
31%
18%
69%
82%
Monthly Podcast Consumers
Podcast Subscribers
Computer Smartphone/tablet/portable device
Device Used Most Often
to Listen to Podcasts in Australia

24. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Years Listening to Podcasts in Australia
18%
22%
21%
29%
35%
33%
34%
31%
21%
19%
20%
16%
14%
17%
16%
9%
12%
10%
9%
16%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly Podcast Consumers
Podcast Subscribers
“For how long have you been listening to podcasts?”
5 years or more 3 years to
< than 5 years
Less than
6 months
6 months to
< than 1 year
1 year to
< than 3 years

25. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
78%
39%
26%
23%
21%
12%
At home
In a car/truck
Walking around/On foot
Riding public transportation
At work
At a gym/Working out
Podcast Listening Locations in Australia
Base: Monthly Podcast Consumers 12+
% ever listened to podcasts in location

26. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
At home
58%
At work
8%
In a car or
truck
16%
While riding
public
transportation
5%
Other
13%
Where are Podcasts Most
Often Listened to in Australia?
Base: Monthly Podcast Consumers 12+

27. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
The entire
podcast
56%
Most of the
podcast
36%
Less than half
the podcast
7%
Just the
beginning of the
podcast
1%
Amount of Podcast Episode
Listened to in Australia
Base: Monthly Podcast Consumers 12+

28. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Within 24
hours of
downloading it
46%
Within 48
hours of
downloading it
19%
Within a
week of
downloading it
16%
Longer than a
week after
downloading it
8%Don't Know
11%
Time Between Downloading
Last Podcast and Listening to It
Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time

29. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
1% to 25%
4%
26% to 50%
12%
51% to 75%
14%
76% to 100%
70%
Percent of all podcasts downloaded
that are listened to in Australia
Base: Monthly Podcast Consumers 12+ who download podcasts to listen at a later time

30. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
39%
45%
43%
36%
Ever listened to a podcast
Monthly Podcast Consumers
Weekly Podcast Consumers
Podcast Subscribers
Listening to Radio-Produced Podcasts in Australia
% currently ever listen to podcasts from radio producers
“Do you currently ever listen to any podcasts from Radio producers,
such as the Hit Network, Triple M, Nova, or the ABC?”

31. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
72%
37%
29%
26%
22%
18%
12%
10%
7%
82%
48%
36%
39%
30%
33%
24%
17%
16%
Facebook
Instagram
Snapchat
Pinterest
What's App
LinkedIn
Twitter
Google+
Tumblr
Aus Population 12+
Monthly Podcast Consumers 12+
Social Media Brand Usage in Australia
% currently ever use social media brand

32. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
"Several
times a day"
58%
Less often
than "several
times a day"
42%
"Several
times a day"
74%
Less often
than "several
times a day"
26%
Aus Population 12+ Monthly Podcast Consumers 12+
“How often do you use any social networking site or service?”
Frequency of Social Media Usage in Australia

33. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
Yes
60%
No
40%
Follow Companies/Brands on Social Media in Australia
Yes
69%
No
31%
“Do you follow any companies or brands on any social
networking sites, such as Facebook or Twitter?”
Monthly Podcast Consumers 12+Aus Population 12+

34. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
35%
16%
9%
4%
49%
52%
18%
14%
7%
66%
Netflix
Foxtel Play, Foxtel Go, or Presto
Stan
Amazon Prime
Aus Population 12+
Monthly Podcast Consumers 12+
On-Demand Video Service
Subscription in Australia
Subscription to
any of the above
% using service in last week

35. Sponsored by:
PODCAST CONSUMER
AUSTRALIA 2017
36%
15%
7%
1%
46%
52%
15%
10%
1%
62%
Netflix
Foxtel Play, Foxtel Go, or Presto
Stan
Amazon Prime Instant Video
Aus Population 12+
Monthly Podcast Consumers 12+
Used On-Demand Video
Service in Last Week in Australia
% having a subscription
Used any of the
above in the last week

36. #INFINITEDIALAUSTRA
LIA
AUSTRALIA 2017