The Infinite Dial 2021 Australia - Edison Research

T H E I N F I N I T E D I A L © 2 0 2 1 E D I S O N R E S E A R C H

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The Infinite Dial 2021Australia#InfiniteDial

M A J O R S P O N S O R :


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Presentation Outline

S T U D Y O V E R V I E W &

M E T H O D O L O G YO N L I N E A U D I O

R A D I O :L I V E &

O N D E M A N D

P O D C A S T I N GS M A R TS P E A K E R S

O N L I N EA U D I O

S T R E A M I N G S E R V I C E S

O B S E R V A T I O N S

I N - C A RM E D I A


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Study Overview

‣ Infinite Dial Australia explores the penetration of online digital audio in Australia, as well as the online platforms and technologies that Australians are using

‣ The Infinite Dial is the longest-running survey of digital media consumer behaviour in America

‣ The Infinite Dial Australia report mirrors the Infinite Dial U.S. reports, which have been undertaken annually since 1998 by Edison Research, and cover a wide range of online digital media topics

‣ This is the fifth annual Infinite Dial Australia report

‣ This study is designed to allow for direct comparisons between the Australian and U.S. markets


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Study Methodology

‣ In the first quarter of 2021, Edison Research conducted a national telephone survey of 1,001 Australians age 10+

‣ For comparison to U.S. Infinite Dial, this presentation shows data among those age 12+

‣ Data weighted to national 12+ population figures


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Online Audio


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56 53

6167

74

2017 2018 2019 2020 2021

Monthly Online Audio ListeningT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% L I S T E N E D T O O N L I N E A U D I O I N L A S T M O N T H

O N L I N E A U D I O = L I S T E N I N G T O A M / F M / D A B + R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E T I N C L U D I N G P O D C A S T S A N D S T R E A M I N G S E R V I C E S


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46 47

5663 66

2017 2018 2019 2020 2021

Weekly Online Audio ListeningT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% L I S T E N E D T O O N L I N E A U D I O I N L A S T W E E K

O N L I N E A U D I O = L I S T E N I N G T O A M / F M / D A B + R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E TI N C L U D I N G P O D C A S T S A N D S T R E A M I N G S E R V I C E S


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Average Time Spent Listening to Online AudioB A S E : A U S T R A L I A N 1 2 + W E E K L Y O N L I N E A U D I O L I S T E N E R S

H O U R S : M I N U T E S I N L A S T W E E K

9:09 10:04 11:0612:37 12:11

2017 2018 2019 2020 2021

O N L I N E A U D I O = L I S T E N I N G T O A M / F M / D A B + R A D I O S T A T I O N S O N L I N E A N D / O R L I S T E N I N G T O A U D I O C O N T E N T A V A I L A B L E O N L Y O N T H E I N T E R N E TI N C L U D I N G P O D C A S T S A N D S T R E A M I N G S E R V I C E S


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Radio: Live & On Demand


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87 85 86

2019 2020 2021

Listening to Radio Content in Last Month – Live & On Demand

% L I S T E N E D T O O V E R - T H E - A I R O R O N L I N E A M / F M / D A B + R A D I O F O R A T L E A S T 1 5 M I N U T E S I N L A S T M O N T H O R C A T C H - U P P O D C A S T S A T L E A S T O N C E A M O N T H

T O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +


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83 82 80

2019 2020 2021

Listening to Radio Content in Last Week – Live & On Demand

% L I S T E N E D T O O V E R - T H E - A I R O R O N L I N E A M / F M / D A B + R A D I O F O R A T L E A S T 1 5 M I N U T E S I N L A S T W E E K O R C A T C H - U P P O D C A S T S A T L E A S T O N C E A W E E K



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Sources Used to Listen to Online AM/FM/DAB+ Radio

46

44

38

23

Radio station's website

Radio station's app

Aggregator app/website

Smart speaker

A U S T R A L I A N A G E 1 2 + A N D L I S T E N E D T O A M , F M , O R D A B + R A D I O S T A T I O N S T H O U G H T H E I N T E R N E T

% U S I N G S O U R C E T O L I S T E N T O A M / F M / D A B + R A D I O


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In-Car Media


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Audio Sources Used in Car

84

41

39

39

30

16

10

AM/FM/DAB+ radio

Own music collection

CD player

Online audio streaming services*

Podcasts

In-dash system

Online AM/FM stations

B A S E : A U S T R A L I A N A G E 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 8 %

% U S I N G A U D I O S O U R C E I N C A R

* S U C H A S S P O T I F Y , Y O U T U B E , O R A P P L E M U S I C


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Audio Sources Used in Car

84

39

41

30

39

75

35

48

30

31

21

AM/FM radio

CD player

Own music collection

Podcasts

Online audio streaming services*

SiriusXM

Aus 2021

U.S. 2021

B A S E : A G E 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H

% U S I N G A U D I O S O U R C E I N C A R

* S U C H A S S P O T I F Y , Y O U T U B E , O R A P P L E M U S I C


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711

16 1925

2017 2018 2019 2020 2021

In-Dash Systems that can Receive Info/Entertainment over the Internet

% O W N I N G I N - D A S H S Y S T E M T H A T R E C E I V E S I N F O R M A T I O N / E N T E R T A I N M E N T O V E R T H E I N T E R N E T

B A S E : A U S T R A L I A N A G E 1 8 + A N D H A S D R I V E N / R I D D E N I N C A R I N L A S T M O N T H ; 8 8 %


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Podcasting


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7278

8387

91

2017 2018 2019 2020 2021

Podcasting AwarenessT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% A W A R E O F P O D C A S T I N G


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22

37 3743 45 45 46 46 48 49

5560

6470

75 78

91

U.S.2006

U.S.'07

U.S.'08

U.S.'09

U.S.'10

U.S.'11

U.S.'12

U.S.'13

U.S.'14

U.S.'15

U.S.'16

U.S.'17

U.S.'18

U.S.'19

U.S.'20

U.S.2021

Aus2021

Podcasting Awareness

% A W A R E O F P O D C A S T I N G

P O P U L A T I O N S 1 2 +


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17 1822 25

37

2017 2018 2019 2020 2021

Monthly Podcast ListeningT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H


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9 11 12 12 14 12 15 1721 24 26

3237

4137

U.S.2008

U.S.'09

U.S.'10

U.S.'11

U.S.'12

U.S.'13

U.S.'14

U.S.'15

U.S.'16

U.S.'17

U.S.'18

U.S.'19

U.S.'20

U.S.2021

Aus2021

Monthly Podcast Listening

% L I S T E N E D T O A P O D C A S T I N L A S T M O N T H



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10 13 15 17

26

2017 2018 2019 2020 2021

Weekly Podcast ListeningT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% L I S T E N E D T O A P O D C A S T I N L A S T W E E K


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7 8 10 13 15 1722 24

28 26

U.S.2013

U.S.2014

U.S.2015

U.S.2016

U.S.2017

U.S.2018

U.S.2019

U.S.2020

U.S.2021

Aus2021

Weekly Podcast Listening

% L I S T E N E D T O A P O D C A S T I N L A S T W E E K



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Podcast Listening LocationsB A S E : A U S T R A L I A N 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H ; 3 7 %

87

59

51

39

27

24

At home

In a car/truck

While walking around/on foot

While riding public transportation

At work

At a gym/while working out

% L I S T E N E D T O A P O D C A S T I N L O C A T I O N


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69

80

79

89

73

31

19

16

9

15

5

2

8

2017

2018

2019

2020

2021

Device Used Most Often to Listen to Podcasts

C O M P U T E RS M A R T P H O N E / T A B L E T / P O R T A B L E D E V I C E

B A S E : A U S T R A L I A N 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T M O N T H ; 3 7 %

O T H E R

I N - C A R E N T E R T A I N M E N T

S Y S T E M


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One19%

Two24%

Three18%

Four or Five17%

Six to Ten11%

11 or more12%

Number of Podcasts Listened to in Last WeekB A S E : A U S T R A L I A N 1 2 + A N D L I S T E N E D T O P O D C A S T I N L A S T W E E K ; 2 6 %

Australian weekly podcast listeners averaged

five podcastsin the last week


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Smart Speakers


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Smart Speaker OwnershipT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% O W N I N G A S M A R T S P E A K E R

513

1726

2018 2019 2020 2021


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7

1823

2733

26

U.S.2017

U.S.2018

U.S.2019

U.S.2020

U.S.2021

Aus2021

Smart Speaker OwnershipP O P U L A T I O N S 1 2 +

% O W N I N G A S M A R T S P E A K E R


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Smart Speaker Ownership

310

1

14

1

1

24

3

1

Google Nest

Amazon Alexa

Apple HomePod

2018201920202021


< 1%

% O W N I N G S M A R T S P E A K E R B R A N D


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Number of Smart Speakers in HouseholdB A S E : A U S T R A L I A N 1 2 + W H O O W N A S M A R T S P E A K E R

74

56

55

16

31

21

10

13

24

2019

2020

2021

O N E T W O

M E A N# O F S M A R T

S P E A K E R S

1.4

1.7

T H R E EO R M O R E

1.9


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Number of Smart Speakers in HouseholdB A S E : A G E 1 2 + W H O O W N A S M A R T S P E A K E R

55

47

21

19

24

34

Aus 2021

U.S. 2021

O N E T W O

M E A N# O F S M A R T

S P E A K E R S

1.9

2.2

T H R E EO R M O R E


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Online Audio Streaming Services


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Awareness of Online Audio Streaming Services

73

72

77

75

37

85

83

48

42

88

88

45

46

92

83

81

64

51

Spotify

Apple Music

YouTube Music

Amazon Music

SoundCloud

20172018201920202021


% A W A R E O F O N L I N E A U D I O S T R E A M I N G S E R V I C E


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Awareness of Online Audio Streaming Services

92

83

81

64

51

76

72

68

70

46

Spotify

Apple Music

YouTube Music

Amazon Music

SoundCloud

Aus 2021

U.S. 2021

% A W A R E O F O N L I N E A U D I O S T R E A M I N G S E R V I C E



#InfiniteDial

35

85

94

65

15

6

Spotify

YouTube Music

SoundCloud

Free vs. Paid Subscriptions to Online Audio Streaming Services

P A Y F O R A S U B S C R I P T I O NU S E O N L Y T H E F R E E S E R V I C E

B A S E : A U S T R A L I A N 1 2 + A N D L I S T E N E D T O O N L I N E A U D I O S T R E A M I N G S E R V I C E I N L A S T M O N T H


#InfiniteDial

21

6

26

7

1

34

8

5

1

40

7

3

1

42

16

8

3

1

Spotify

YouTube Music

Apple Music

SoundCloud

Amazon Music

20172018201920202021

Weekly Listening to Online Audio Streaming ServicesT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% L I S T E N E D T O O N L I N E A U D I O S T R E A M I N G S E R V I C E I N L A S T W E E K


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44 47 48 4539

2017 2018 2019 2020 2021

Weekly Usage of YouTube for Music or Music VideoT O T A L A U S T R A L I A N P O P U L A T I O N 1 2 +

% U S E D Y O U T U B E F O R M U S I C O R M U S I C V I D E O S I N L A S T W E E K


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Observations

• Despite the disruptions of 2020, or more likely on account of the disruptions, digital audio options grew at a significant pace


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Observations

• Podcasts make a big leap forward in Australia, now just mere months behind the figures we see in the USA and Canada


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Observations

• Smart Speakers also have a big year, likely propelled at least in part by people staying in their homes more

• Coming soon – the Smart Audio Report Australia


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Observations

• Despite the advancements in digital usage and the disruptions of the last year, broadcast radio and its content continues to serve enormous numbers of Australians each week and month


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The Infinite Dial 2021#InfiniteDial

Australia

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The Infinite Dial 2021 Australia - Edison Research

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