WELLINGTON, Today: Radio New Zealand and its New Jersey-based hosting & distribution partner Acast have released details of an in-depth survey of NZ’s podcast audience, highlighting dramatic audience growth and brand engagement from listeners.
The study questioned 1006 listeners, revealing that one in three (31%) consume podcast content at least once a week, with society and literature-themed podcasts the most popular.
Half (48%) of all podcast listeners are aged under 45.
The survey complements Acast internal data, which reflects the rapid growth in the popularity of podcasts in New Zealand.
RNZ producer Tim Watkins said: “It’s great to see some reliable insight into just how popular podcasts are becoming. The fact a third of listeners are consuming podcasts every week shows people are getting hooked.
“Half of NZ podcast listeners say they’re more likely to consider a sponsored brand, product or service due to their affinity with a podcast.”
“Once you start and get drawn into the stories and the ability to listen to whatever you want, whenever you want, it’s addictive.”
RNZ claims to be the largest podcast-maker in New Zealand, currently producing 44 podcasts.
Acast ANZ managing director Henrik Isaksson (who’s based in Sydney) said: “The research shows New Zealand is one of the fastest-growing and actively engaged podcast markets globally.
“This type of research is exactly what brands, agencies and publishers need to see in order for the industry to see further growth.
“In addition to audience growth, we’re incredibly excited by the local brand engagement opportunities – particularly given half of New Zealand’s podcast listeners say they’re more likely to consider a sponsored brand, product or service due to their affinity with a podcast.”
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