Podcasting – a form of talk radio on demand – has been around for nearly 20 years and has been witnessing a surge in popularity in recent years brought on by shifting consumer behaviours, and a more fragmented media market. The audio form is now making a play for the mainstream media table alongside the likes of radio and television.
Recent research from The Infinite Dial New Zealand survey shows that 30 percent of New Zealanders are weekly podcast listeners, which is more than the US, Canada, and Australia, each of which are at 26 percent.
“According to The Infinite Dial New Zealand, listeners consume an average of five podcasts per week,” says Peter Richardson, General Manager of The Radio Bureau.
The research also revealed that over 80 percent of Kiwis listen to podcasts with 54 percent ranging from 16-34 years old, 40 percent between 35-54 and 25 percent aged 55 and over. Fifty-two percent of monthly podcast listeners aged 16+ are men and 48 percent are women while 44 percent of younger listeners aged 16-34 plug into a
