A new channel for effectiveness: The growing influence of podcasts in Australia

Acast’s Tom Roach examines Australians’ podcast consumption and listening behaviour and how podcasting is impacting the media landscape and changing the way marketers should be planning audio.

This article is part of a Spotlight series on the New Attention Economy in Australia. Read more

With 40% of the Australian population now listening to podcasts (up from 25% in 2020), the medium has established itself as a key channel for driving effectiveness for brands and capturing the attention of Australian consumers.

The growth of podcasts in Australia is providing consumers with new, diverse and engaging content and with the expected sustained growth of the medium, podcasts will continue to become a focus for brands, according to PWC Entertainment and Media Outlook, 2022.


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