Australia is leading the way in digital audio listening, challenging the perception that younger music fans have abandoned radio for platforms like Spotify and TikTok. According to the seventh Infinite Dial Australia report, 81% of Australians aged 12 and above listen to digital audio monthly, surpassing the figure of 75% in the United States. This includes listening to AM, FM, and DAB+ radio stations online, as well as podcasts and music streaming services.
Podcast consumption is also on the rise in Australia, with 43% of Australians tuning in monthly, surpassing the United States for the first time. Weekly podcast listener numbers have increased by 7% year on year, accounting for 33% of the population. The growth of podcasting in Australia can be attributed to the diverse range of Australian content and the popularity of podcasts from broadcast radio.
Radio remains a favorite audio medium for younger Australians, with 76% of the 12-34 age group tuning in each week, compared to 50% using TikTok. Online audio adoption is spearheaded by this age group, with 92% of them listening to any online audio monthly. The report highlights the significant increase in listeners among young audiences aged 18-24, driven by a 52% year-on-year rise in listeners to innovative commercial DAB+ stations.
In the car, radio listening continues to dominate, with 84% of those aged 18 and above listening to radio while driving, compared to 41% who stream music. DAB+ stations have seen a threefold increase in their audience since 2020, reaching 7 million weekly listeners or 32% of people aged 12 and above.
The report also emphasizes the cross-platform nature of digital audio consumption, with listeners accessing content through various channels, including AM/FM/DAB+ devices, online streaming, podcasts, and smart speakers. Around 6 million Australians stream radio weekly, indicating the growing popularity of digital audio consumption.
The Infinite Dial 2023 Australia study showcases the strong position of the Australian audio industry globally, with robust engagement across different platforms. The adaptability and innovation of the industry have resulted in diverse and compelling audio content for listeners.
About Infinite Dial:
The Infinite Dial 2023 Australia study explores the penetration of audio in Australia including radio listening as well as the online platforms Australians are using. It mirrors the Infinite Dial U.S. report, the longest running survey of digital media consumer behaviour in the U.S. The study was conducted by Edison Research in the first quarter of 2023 in a national survey of 1,576 respondents in Australia aged 12 and over. The research was sponsored by CRA, LiSTNR and Triton Digital.
About Edison Research:
The Infinite Dial study is conducted by Edison Research and provides comprehensive insights into audio digital media usage, including audio, podcasting, social media, and other emerging technologies. The study originated in the United States in 1998 and has expanded to include various countries, with the Australian Infinite Dial being the first outside of the United States.
Watch the 30 minute Infinite Dial 2023 Australia webinar here
Download the presentation here