June 15, 2018

NOVA Entertainment announced the release of Australia’s first Podcasting Intelligence Report that explores the rapid rise of podcasting in Australia and the power of this medium for brands.

NOVA Entertainment, in partnership with Acast and international research company Ipsos, commissioned the Podcasting Intelligence Report, the largest study of its kind. The study’s key findings addressed the value of the Australian podcast audience, their motivations for listening and how advertisers can drive brand discovery and create new audience connections.

Kate Murphy, NOVA’s National Commercial Strategy Director, CREATE said, “The Podcasting Intelligence Report presents an opportunity to deepen the conversation around the potency of podcasting for advertisers in Australia with proprietary research based on local market needs and local data. To date, podcast research has relied largely on global data, with a focus on awareness and consumption, which is just one part of the story. We saw the potential in exploring a more detailed view of the podcast audience, their motivations for listening and the opportunity that presents for brands.”

NOVA Entertainment’s partnership with Acast has seen the company become the most powerful commercial podcast player in Australia. With a focus on creating compelling podcast offerings, including the award-winning Modern Babies, a series that provided support and knowledge about fertility and the IVF process, a podcast with The Australian Ballet - Meet Me At The Barre and The Broncos Podcast, an extension of Nova’s partnership with the Brisbane Broncos.

Henrik Isaksson, Acast's Australian General Manager said, "Globally, Acast is a data-driven business. Doing this research to better understand and serve the local Australian market alongside Nova has been great." Isaksson continued, "The industry is growing and expanding rapidly and developing metrics to measure that growth over time and will be the key to podcasting's longevity here."

The Podcasting Intelligence Report showed that podcasting has become the fastest growing on-demand audio medium, with 3.5 million podcast listeners from the ages of 16-64, representing one in four Australians in that age bracket. More importantly for brands, this scale is continuing to rise, with 20% of current podcasters new to the platform over the past six months, and 21% of current listeners listening more than they were 12 months ago.

The Report also delivered deeper audience and advertiser insights, beyond podcast awareness and consumption. It showed that 49% of podcast listeners are more likely to influence those around them and have a higher discretional spend on key categories such as retail, travel and entertainment. Advertising delivered by the podcast host was also found to be most effective in capturing audience attention and driving brand recall with listeners twice as likely to trust the message that host read ads deliver.

To accompany this research, NOVA Entertainment has just launched a podcast series Word of Mouth. This podcast takes listeners deep into the world of podcasting interviewing some of the most prolific podcast creators behind this rapidly growing medium and driving discovery of some of the most influential content and categories worldwide. Co-hosted by Adam Martin, Acast’s Global Chief Content Officer and Jess Hamilton, host of Modern Babies, Word of Mouth is available on Acast or wherever the audience get their podcasts.

The Podcasting Intelligence Report involved a robust sample size of Australians who represent the general population of listeners across the audio landscape and included a mix of regular, light, lapsed, non and future podcast consumers.

This study comes off the back of the recently released PricewaterhouseCoopers Australian Entertainment & Media Outlook 2018-2022 industry forecast report, which also attests to the growth in consumption and advertising revenue for podcasting locally.

NOVA Entertainment is currently in market presenting findings of the Podcasting Intelligence Report to agencies and advertisers.  For enquiries please email

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