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We’ve heard a lot about the power of podcasts in recent months. It’s also been claimed that the award-winning podcast The Teacher’s Pet has contributed to an actual arrest!
But is true crime the winning podcast genre? We recently conducted some research on podcasts. After coding up each of the titles, we found that Comedy was King - making up a quarter of the ‘last podcast listened to’ by the sample of 1,518 Australians aged 14 to 54.
This was even higher for Gen Z listeners at 37%.
We think this highlights the importance of bringing robust measurement to the world of podcasts. It’s only then that marketers will be able to better understand who’s listening and make informed investment decisions for sponsorship and advertising.
This research is part of our upcoming report 'The ABC of XYZ : Understanding media, advertising and digital habits across generations in Australia'.