- 播客在澳大利亚的受欢迎程度同比增长 16
- 60 岁以上听众人数猛增 49
- 播客内容以喜剧为王
- 女性喜欢真实犯罪类播客，男性则偏爱体育和商业内容
Sydney – September 30, 2024 – Nielsen’s latest 高级受众 data, powered by Consumer & Media View (CMV), shows podcast listenership in Australia has never been stronger, with older Aussies leading the surge.
根据尼尔森的数据，澳大利亚的960万播客听众*中有14%的家庭收入在20万澳元及以上，播客在澳大利亚听众中的受欢迎程度**同比增长了16%，60岁及以上听众的数量增长了49%，这使得播客这一点播媒体成为广告商锁定可支配收入较高的参与型听众的最佳方式之一。
2023 年，澳大利亚 60 岁及以上听众占澳大利亚播客听众总数的 75.7 万，但截至 2024 年 7 月，这一数字已跃升至 112.5 万。此外，55 岁以上的女性听众人数在过去 12 个月中增加了 52%。
在内容方面，喜剧是王道，吸引了澳大利亚 41% 的播客听众。紧随其后的是 "社会与文化"，听众比例为 38%，其次是 "真实犯罪"（27%）、"新闻与政治"（25%），然后是 "体育与娱乐"（21%）。澳大利亚的女性听众占真实犯罪、社会和文化听众的大多数，男性听众则更喜欢体育、娱乐和商业内容。
While 46% of Australia’s podcast listeners say they listen to podcasts to be entertained, 36% consume the format to be informed, with an additional 29% saying they listen to be educated. Nielsen (CMV) data also shows one third of podcast listeners consume the medium between 9am and 5pm, growing broadcast radio’s strength in the timeslot.
Glenn Channell, Nielsen’s Pacific Head of Advanced Analytics, said: “As podcast listenership continues to grow across demographics and genres, these insights reflect the evolving preferences and behaviours of Australian audiences, reinforcing podcasts’ position as one of the best ways to connect brands with consumers. Nielsen Advanced Audiences and Nielsen CMV allows them to do that – providing a more holistic picture of behaviours, preferences and lifestyle habits.”
关于尼尔森
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences – now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, Facebook and Instagram).
关于尼尔森高级受众
Nielsen Advanced Audiences insights enrich your first-party data to create authentic connections with Australian and New Zealand consumers and drive greater business success.
越了解受众，就越容易与他们建立联系。凭借丰富的人口统计和生活方式数据、购买行为和意向信息以及广泛的媒体习惯报告，尼尔森高级受众塑造了成功的品牌、广告和营销战略。
说明
*Podcast listeners in the past month
*Year-on-year growth for 12 months ending June, 2023 vs 2024
新闻联系人
丹-查普曼
dan.chapman@nielsen.com
+61 4040884
