Crime podcasts are losing their lurid lustre: YouGov

Crime podcasts are losing their cold grip on the Australian public, with other genres finding favour, according to new data from YouGov.

According to data crunched by YouGov Profiles, ‘music’ is the top podcast genre among Australians, with 29% of podcast listeners regularly tuning into a music-themed podcast.

Second is ‘news and politics’ (17%), with ‘comedy’ in third place, with 14% of listeners. True crime is listened to by just 10% of regular listeners, the same-sized audience commanded by ‘science’ podcasts.

For further context, more Australians regularly tune into podcasts about ‘health and living’, ‘TV and movies’, documentary-style podcasts, ‘sports’ and ‘society and culture’ than crime.

As the below table shows, the genres are skewed by sex, with males embracing more music, news and politics, sports, and comedy, while females skew higher in health and living, society and culture – and crime.


Interestingly, while the podcast market seems oversaturated to the untrained eye (or perhaps the untrained ear), 40% of Aussies still do not listen to podcasts at all.

Overall, 20% of Australians listen to podcasts once a week, with 16% listening daily. The youth are leading the charge, too, with 27% of those aged 25-34 listening at least once a day and 33% listening at least once a week.

In the over-55s market, 61% do not listen to podcasts at all.


But where are they listening?

Spotify is the most-favoured podcasting pipe for Australians, with 24% listening through the app – suggesting the company’s billion-dollar push into the market has been fruitful.

YouTube captured 21% of listeners, with 13% tuning into Apple.

ABC Listen is the fourth most-used podcast platform in the country. Doing some quick maths, this means that over 1.5 million Australians are regularly using this app.

Given that Google Podcasts pulls just 8% of Australian podcast listeners, it is not surprising that Google announced they will sunset this app next year, rolling their podcast play into YouTube.

Assuming these users neatly migrate across to YouTube from Google, this would see YouTube become the country’s number one app for podcasting. If only things were that neat.

Also interesting: despite its heavy play to the youth market, it seems iHeart has had zero impact with the 18-24 market as a podcast player.



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