Australia leads the world in digital audio listening, with the continued adoption and use of new commercial audio options while broadcast (AM/FM and DAB+) radio listening remains buoyant. This is according to the seventh Infinite Dial Australia report, released on June 27 by Edison Research and sponsored by industry body Commercial Radio & Audio, LiSTNR and Triton Digital.
Around 18 million Australians, or 81% percent of the total population aged 12+, listen to digital audio monthly, up from 78% in 2022. This compares to 75% in the U.S. Digital audio listening comprises AM, FM and DAB+ radio stations listened to online, podcasts and music streaming services.
“Digital audio listening in Australia is going from strength to strength, led by booming digital radio and podcast listening and underpinned by radio’s continued resilience and popularity,” Ford Ennals, CEO of CRA said.
Australian podcast listening has jumped to 43% monthly up from 40% in 2022 and ahead of the U.S. for the first time. Weekly podcast listener numbers rose seven percent to 33% from 26% year on year.
“The Infinite Dial 2023 Australia study shows that Australia’s love of podcasts continues to grow. The country has become a global leader in podcast monthly listening. The growth is fueled by the strength and breadth of Australian content and the popularity of podcasts from broadcast radio,” Ennals said.
Approximately one in 10 Australians age 12+ listen to a podcast every day with weekly podcast listeners averaging five episodes per week.
Australia continues to lead the world in radio listening, with over 79% of Australians age 12+, or around 17 million people, listening every week.
Digital audio listeners do not limit themselves to a single platform, consuming digital audio through various channels, including AM/FM/DAB+ devices, online streaming, podcasts, and smart speakers.
“Around six million Australians stream radio weekly growing from 14% in 2021 to 27% in 2023,” Ennals said.
“Digital audio consumption, including podcasts, is now a habit for many Australians and understanding cross- audio platform behaviors is crucial for commercial success.”
Radio listening in the car has remained the top digital audio choice, with 84% of those age 18+ who have been in a car in the last month saying that they listen to radio in the car. This number is up from 80% last year and more than double the 41% who stream music in the car.
DAB+ stations have tripled their audience since 2020, driven by a wider variety of content and widespread access in new cars. In 2023, DAB+ listening soared to 7 million people a week, or 32% of people aged 12+, up from 18% last year, and 10% in 2020.
Young people (aged 12-34) lead the online audio adoption, with 92% listening to any online audio monthly.
“The Infinite Dial 2023 Australia study reveals that radio remains younger Australians’ favourite audio by far, with 76% tuning into radio each week, compared to 50% using TikTok,” Ennals said.
Edison Research president Larry Rosin said: “The Infinite Dial 2023 Australia study demonstrates the strong global position of the Australian audio industry, with robust engagement across different platforms, including traditional AM/FM/DAB+ radio, online radio, and podcasts. These findings underscore the industry’s ability to adapt and innovate, providing diverse and compelling audio content for listeners.”
SCA incoming CEO, John Kelly, said “The beauty of digital audio is in its mobility, allowing our audience to listen to the content they seek, anywhere, anytime on any platform. Audio is an intimate, in-ear experience and an antidote from the demands of screens, where audiences can still be entertained and informed but in an engaging and captive environment.
“In podcasting, high profile hosts attract listeners but so do podcasts’ ability for rich storytelling and technical advances in audio production, providing listeners with the best and most immersive user experience.
“As audiences and audience engagement through time spent listening continue to rise, advertisers are following ears. The ability to utilise personalisation and reach an addressable audience of 1.4 million Australians on LiSTNR, and a network reach with our international partnerships, is a compelling proposition for advertisers.”