PodPoll Report 25 from audio strategy and production firm Deadset Studios finds podcasting the fastest-growing audio medium in Australia, with highest listening rates among younger audiences. Younger listeners over-index as podcast consumers and are trending toward daily listening, creating a new habit over the past decade, especially among men. Audiobook listening has lifted slightly. Podcast video adoption has increased as creators add video to extend discovery through algorithmic feeds, clips, and celebrity endorsements. The 2014 Serial surge showed word-of-mouth potential, but the market is now crowded, so video helps expand discovery and capture greater ad revenue.
Jottings of note: Speed Test Podcast the fastest growing audio medium, listening is highest among young people, driven by young people trending toward daily listening. Those are key takeaways of the PodPoll Report 25 reports, produced by audio strategy and production firm Deadset Studios. All of this pertains to the Australian consumer sudience, where younger listeners over-index as podcast onsumers.
She recollects the 2014 start of the podcast goldrush when Serial launched, and collected over 300 million downloads. That was a word-of-mouth phenomenon, which can still work... but there are too many podcasts for word-of-mouth to be hte main driver. So: Video stepped in with its has a greater volume of discovery pathways. powerful algorithms, and clips - plus, celebrity endorsements. And most importantly: More ad revenue ... "There's just more money to be had."
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