Half of Australians Now Listen to Podcasts. Is Your Brand Being Heard?

Podcasts aren’t a niche any more. New research released this week shows they’ve become one of the most trusted and fastest-growing ways Australians consume media, and that’s big news for any brand that wants to be heard.

What PodPoll 26 Found

PodPoll 26, from production house Deadset Studios and research firm Insightfully, surveyed 1,646 Australians aged 15 and over. The headline: 50% of Australians are now regular monthly podcast consumers, up from 39% just two years ago. Podcasts are the fastest-growing audio category in the survey.

Video podcasts are on the rise too, but listening still wins:

• 60% of regular consumers prefer to listen to podcasts rather than watch them
• 70% of listeners actively seek out podcasts because they don’t need a screen
• Growth is being driven by Millennials (71% are regular consumers) and men aged 35–54, who jumped from 59% to 71% in a single year

Why Podcasts Matter for Australian Brands

Podcast audiences don’t just listen. They act. According to RadioInfo’s report on the research, 45% have searched online after hearing something on a podcast, and 19% have bought a product as a result.

Trust is the other big advantage. Among podcast consumers, 71% trust podcasts, ahead of radio (62%), television (57%), YouTube (56%) and social media (34%). When a listener feels they know the voice in their ears, your message lands with more credibility.

Podcast Advertising Done Right

A podcast ad is heard up close, often through headphones, so it needs to sound natural and professional. A rushed read or a poorly mixed spot stands out for all the wrong reasons.

Our voiceover team writes and produces podcast ads with real Australian voice artists, so your ad sounds like it belongs alongside the show.

Podcast Production Made Easy

Thinking about starting your own podcast, or want your current show to sound more polished? Our podcast production services cover:

• Show intros and outros: professionally voiced and produced so every episode starts and finishes strong
• Podcast editing: cleaning up audio, removing mistakes and balancing levels
• Voiceovers and production elements: sweepers, segment stingers and sponsor reads that give your show a consistent sound

Have a listen to our audio samples to hear what’s possible.

Frequently Asked Questions

How many Australians listen to podcasts?

According to PodPoll 26, 50% of Australians aged 15 and over are regular monthly podcast consumers.

Do podcast ads work?

The research suggests they do. 45% of listeners have searched online after hearing something on a podcast, and 19% have bought a product as a result.

Let’s Get Your Brand Heard

Whether it’s a podcast ad, a show intro or a full edit, Media Group can help your audio sound its best. Get a free quote and let’s make your next episode one people remember.