Australia is the only country where science is one of the fastest growing categories of podcasts to listen to, according to research from Spotify.
Spotify's Global Podcast Trends Tour, an interactive exploration of the latest trends in podcasting, revealed that the fastest-growing categories among podcast listeners in Australia are Religion & Spirituality (75.2%), Business & Technology (70.7%), Society & Culture (60.5%) and Science (60%).
The most popular categories of podcasts in Australia are Comedy, Health & Fitness, Society & Culture, True Crime and Sports.
62% of study respondents took an action after hearing an ad during a podcast show, like searching for the product, purchasing the product, or simply talking about it.
In Australia, 50% of podcast streams by users aged 18-24 were users streaming from a country different from the show’s origin country. That number is even higher for users aged 13-17 (66%). Users aged 13-17 and 18-25 are streaming outside of their own country more than all other age groups.
63% of people said they trust their favourite podcast host more than their favourite social media influencer. 55% of Gen Zs told Spotify that if they follow someone on social media and listen to their podcast, they like their podcast content more than if they only listened.
Spotify AU/NZ podcast account director, Sam Moles, said podcasts continue to be one of the best ways for brands to reach audiences, mixing scale with high trust scores.
"Our first Global Podcast Trends tour breaks down how Spotify’s uniquely engaged audience - reaching over half of all podcast listeners in Australia - generates conversion rates above industry benchmarks," said Moles.
"This provides brands with a window in which to align themselves with culture and ‘Podfluencers’, who are now more trusted than social media influencers by 63% of people globally."
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