Podcast Advertising - Australia | Statista Market Forecast

The Podcast Advertising market in Australia is expected to witness substantial growth in the coming years.
By 2024, the projected revenue is estimated to reach AU US$43.47m.
This growth is anticipated to continue, with a compound annual growth rate (CAGR) of 4.20% from 2024 to 2027.
As a result, the market volume is projected to reach AU US$49.17m by 2027.
In terms of user base, the number of podcast users in Australia is predicted to reach 4.0m users by 2027.
This indicates a steady increase in user penetration, which is expected to rise from 11.6% in 2024 to 14.6% by 2027.
Comparing in Australia to other countries globally, it is worth noting that United States is expected to generate the highest revenue in the Podcast Advertising market, reaching a significant amount of US$2.57bn in 2024.
The average revenue per user (ARPU) in the Australian Podcast Advertising market is projected to amount to AU US$14.06 by 2024.
This metric serves as a key indicator of the revenue generated from each podcast user.
The Podcast Advertising market presents a promising opportunity for growth in Australia, with substantial revenue projections and an expanding user base.
Podcast advertising in Australia is booming, with local businesses leveraging the medium to reach niche audiences and increase brand awareness.

Definition

Podcast advertising refers to the practice of promoting products, services, or brands through ads inserted into podcasts, which are audio recordings that can be downloaded or streamed online. Podcasts can cover a wide range of topics, including news, entertainment, education, and business. Podcast advertising can take different forms, including pre-roll ads that play at the beginning of a podcast, mid-roll ads that play in the middle of a podcast, and post-roll ads that play at the end of a podcast. Advertisers can target their ads to specific demographics, interests, or behaviors, and measure their effectiveness through metrics such as listener engagement, downloads, or conversions.

Additional information:

Podcast advertising comprises advertising spending, users, average revenue per user and penetration. The market only displays B2B spending. Figures are based on podcast advertising spending and exclude agency commissions, rebates, production costs, and taxes.

Host-read ads, such as those featured on The Joe Rogan Experience, Serial, and Stuff You Should Know
Programmatic ads, such as location or listener demographics or those featured on NPR podcasts
Branded content, such as those featured on Radiolab, TED Radio Hour, and This American Life.

Non-audio podcast-related advertising, such as sponsorships of a podcast's website or merchandise
Video advertising, such as pre-roll or mid-roll ads on video podcasts or on platforms such as YouTube
Audio advertising in other forms of media, such as radio or music streaming services.

Podcast advertising has been growing rapidly in recent years, and several trends are emerging that are shaping the industry. One of the most notable trends is the increasing use of host-read ads, which are ads that are read by the podcast host themselves. These ads tend to be more effective and engaging than traditional pre-recorded ads, as they feel more natural and authentic. Another trend is the rise of programmatic advertising, which uses algorithms to automate the buying and placement of podcast ads.

Podcast advertising has seen strong growth in recent years, driven by several factors. One key factor is the increasing popularity of podcasts as a medium for consuming audio content. With more people tuning in to podcasts on a regular basis, there is a growing audience for advertisers to reach. Additionally, podcast advertising offers several advantages over traditional forms of advertising, such as radio and TV. Podcast ads are often more engaging and targeted, as they can be tailored to specific audiences based on their interests and listening habits. Another growth factor is the increasing sophistication of podcast technology, which has made it easier and more cost-effective for producers to create high-quality content and for advertisers to reach their target audience. Finally, the COVID-19 pandemic has accelerated the shift towards digital media, including podcasts, as more people spend time at home and seek out new forms of entertainment.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on podcast advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers podcast streaming ads.

Modeling approach:

market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Statista Global Consumer Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Digital market, in a PDF format.