Credit: Claudio Schwarz via Unsplash
Podcasts will drive strong sales this Black Friday, with 56% of monthly podcast listeners also active online personal shoppers, according to the Commercial Radio and Audio (CRA) October Australian Podcast Ranker.
Young to middle-aged adults are the primary consumers of podcasts.
77% of podcast listeners are between 18-49, with 71% of them being the 25-54 demographic, who also make up Australia's core household purchasing years.
“The Ranker provides a trusted, transparent view of how Australians engage with audio - giving brands confidence in where they invest,” said Lizzie Young, CEO of CRA.
These are loyal listeners with 50% of respondents listening to podcasts for 2-5 years. Despite the growth of podcasts and streaming, radio still brings in 78% of respondents weekly.
Popular content categories include true crime (63%), leisure (63%), arts (62%), health and fitness (61%), kids and family (60%), and society and culture (60%).
News was the top podcast genre for October (4,811,192), followed by society and culture (4,551,544), sports (3,032,543), true crime (2,881,569) and comedy (2,804,488).
Top programs for the year were Hamish & Andy - LiSTNR (SCA) (881,262), ABC News Top Stories (783,353), Mamamia Out Loud (622,695), Shameless Shameless Media (532,029) and Sky News Australia Update - News Corp Australia (482,980).
Stephen Haddad, SCA’s chief operating officer, recognised the growth in the podcast sector for LiSTNR with new adtech products launching and expanded advertising offerings.
“Today’s Triton Australian Podcast Ranker results reinforce LiSTNR’s ongoing audience reach, premium titles, and continued commercial strength," he said.
"It’s great to see Hamish & Andy maintain their position as the most listened to podcast in Australia while titles such as The Howie Games, Commsec Market Update, KICPOD, and Willow Talk all achieved month-on-month audience growth.
“LiSTNR continues to drive the commercial podcast industry and once again in October, outpaced the market. With ongoing investment and development in AdTech, LiSTNR continues to offer the most effective digital audio products globally, which in turn, is driving stronger podcast advertising demand and better results for our clients.
“LiSTNR’s Precision+ will launch its first advertising campaign in December to further prove out its capabilities. Together with new podcast signings, LiSTNR is well positioned to continue its momentum through the remainder of 2025 and into 2026.”
The Australian Podcast Ranker is a monthly snapshot of the top 300 podcasts listened to by Australians, and the top 300 Australian podcasts. The Australian Podcast Ranker is an industry initiative commissioned by CRA and published by Triton Digital. Results comply with IAB Podcast Measurement Technical Guidelines.
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