Amazon Music has released the findings from its State of Podcast report, which reveals that local content reigns supreme in the battle for Australians’ ears. A huge 50% of Australian podcast listeners prefer local podcasts, compared to just 26% who prefer non-Australian content.
Released to mark the launch of podcasts on Amazon Music in Australia the report, which was commissioned in partnership with Amazon Alexa and Devices, has also found that 62% of Australian podcast listeners listen to a podcast at least once a week, and with an estimated 32% of us listening to podcasts1 almost a fifth of Aussie podcast listeners (19%) are now doing so on a daily basis.
The report has revealed that Aussie voices are thriving when it comes to podcasting, particularly in comparison to traditional entertainment. Despite a clear penchant for local podcasts, the report revealed that when it comes to television Aussie podcasts listeners are actually more likely to watch more non-Australian (41%) than Australian TV (34%).
This trend is particularly prevalent amongst those who favour sports (63%), business/technology (59%), health & lifestyle (58%) and news/politics (56%), whilst only those who listen to society and pop culture podcasts (30%) are more likely to listen to international podcasts.
Australian podcast listeners clearly want to engage with local voices and content that feels relevant to them, and they aren’t just keen to hear from local voices, they’re looking to learn from them too.
Over half (56%) say that they listen to podcasts to learn something new or to learn about issues and topics that aren’t covered in other mediums (31%). And whilst entertainment and comedy (42%) remains the top genre amongst Aussie listeners, somewhat unsurprisingly after recent events, the second and third are actually health and lifestyle (36%) and news and politics (35%).
It is a common assumption that people listen to podcasts when on the go in the car, commuting or exercising, however, the Amazon Music State of Podcasts report actually found that the number one location to listen to podcasts was around the home (48%).
Australian podcast listeners prefer to listen to their podcasts when at home doing housework/cooking (32%), while in bed (31%), while getting ready for work (13%), and while in the shower/bath (9%). Surprisingly less popular was listening to podcasts when walking or exercising (30%) and commuting (25%), whilst 15% of listeners admit to doing so while at work.
For the first time, Australian customers will be able to stream top podcasts they already know and love with Amazon Music; from Australian comedy duo, Hamish & Andy to No Such Thing As A Fish, the weekly comedy podcast that delves into the host’s favourite facts that have been unearthed that week.
Amazon Music customers can access podcasts in the Amazon Music app for iOS and Android, on Alexa enabled devices, and at https://music.amazon.com.au/podcasts