Morning Coffee: Podcasting reaches growing audience
Image via www.vpnsrus.com
Covid-19 changed the way we live, work, play and even communicate. In its wake it has left us hungry to live life on-line more than ever before. In fact, it has boosted the already growing world of Podcasting.
Roy Morgan research says that one-third of Australians settle in to listen to podcasts and the numbers were rising.
In fact, globally podcasts are seeing boom times with 41 per cent of news consumers getting their updates via podcasts.
Podcasting doesn’t just get an audience; the audience is a highly attractive audience to on-line marketers.
Typical podcasters are young, affluent and city dwellers.
Typical podcast listeners are highly educated, predominantly young, city dwellers. And they’re affluent. Take Gen Y for example, just a tad over half of them listen to podcasts.
According to research and communications specialists McCrindle Gen Y arein their late twenties to early 30s this group are income rich earning well over $100,000 per annum, their net worth is modest, at about $270,000 and in their key earning years.
However, the podcast audience doesn’t disappear just because they’re over 30. In fact, it stays quite healthy. Here’s how it breaks down. Just shy of 60 per cent of Gen Z and that number slowly drops away until only 31 per cent of Gen X listen. Few Baby Boomers tune into podcasts and, as for those over 74, the audience drops off to about 10 per cent. So, podcasters can enjoy a long relationship with their audience and their so-called best years at that.
Podcast Diversity
What’s more podcasts are about diversity. So diverse are the subjects and so strong are audience numbers that about 20 per cent of Australians over the age of 12 listen to podcasts daily and almost two-thirds of them listen to an entire episode.
That means, according to the Canberra University’s News and Media Research Centre podcast listeners are engaged audiences listening to specialist subjects like science, technology, business and media at the top of the list closely followed by lifestyle programmes covering food, fashion, arts literature and travel and finally news, contemporary life and sport picking up the remainder.
Now here is the upshot of all that, given its growth in popularity, the nature of the audiences and growth in the medium thanks to Covid-19 those considering podcasting are contemplating a great element for many a well-planned communications strategy.
Find more like this…
