Podcasting has just passed a symbolic milestone in Australia. According to PodPoll 26, released on 19 October 2026 by production house Deadset Studios and research firm Insightfully, 50% of Australians aged 15 and over, or 10.3 million people, now consume podcasts at least once a month. The study matters well beyond Australia, as it sheds light on questions that publishers elsewhere are asking too: who is listening, on which platform, and with how much trust.
Steady growth, driven by unexpected audiences
The increase has been continuous for three years: 39% in 2024, 47% in 2025, and now 50%. Podcasts are also the fastest-growing audio category tracked by the survey. But growth is not evenly spread:
- 71% of Millennials are regular consumers;
- among men aged 35 to 54, the share jumped from 59% to 71% in a single year.
Kellie Riordan, director of Deadset Studios, urges advertisers and producers to look beyond the common assumption that podcasting is mainly about young listeners.
Video is growing, but the ear still rules
The most discussed figure concerns YouTube: among regular consumers, its share of podcast consumption rose from 44% to 55% in a year. And one in ten consumers now say they watch podcasts rather than listen to them. Yet the study strongly qualifies the shift towards video:
- 60% of regular consumers still prefer listening to watching;
- 70% say they seek out podcasts precisely because they don't require a screen.
For Deadset Studios, investing only in video risks missing a large, loyal and screen-fatigued audience.
Trust and taking action
Another key finding is trust. Among podcast consumers, 71% trust the medium, ahead of radio (62%), television (57%), YouTube (56%) and social media (34%). Leanne White, managing director of Insightfully, sees this as the format's defining advantage, linked to the close bond listeners form with the voices they hear. That trust translates into action: 45% of listeners have searched online after hearing about a topic, and 19% have bought a product. In terms of genres, true crime, news and comedy remain on top, but politics is the fastest-growing category.
What it means for internet radio stations
These Australian figures cannot be transposed directly to other markets, but they confirm trends that are useful for internet radio stations:
- Screen-free audio remains an asset. An internet radio station is heard while cooking, driving or working: exactly the use the surveyed listeners favour.
- Turning your shows into podcasts helps reach a growing audience, including 35–54 year-olds, often a core radio target.
- Video is a complement, not an obligation. Publishing a filmed version on YouTube can broaden your reach, without giving up a polished audio product.
- Trust is built through the voice. Recognisable hosts, a sincere tone and regularity: what makes podcasts strong is also within reach of a small online station.
In short, the study is a reminder that quality audio content keeps a solid audience, even as video platforms take a bigger place in listening habits.
Source: Podnews