Australian Podcast Rankings Reveal Major Shifts in Digital Audio Landscape for 2025

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Good morning! Today's edition is jam-packed with incredible insights you can use as a podcaster or podcast producer. The AIR just released the audio industry rate guide for 2025, and it's absolutely amazing! Let me know what you think. I can't wait to hear your thoughts!

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Today’s issue takes 5 minutes to read.

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In today’s podwires:

• 🔥 Australian Podcast Rankings Reveal Major Shifts in Digital Audio Landscape for 2025

• 🚨 Podcast Insight: Audio Advantage: New Studies Reveal Podcasts and Radio's Superior Impact for Financial Services Marketing

• 🏆 Podcast News : IGN Entertainment Launches Geek Media, Represented by Realm

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🔥 Australian Podcast Rankings Reveal Major Shifts in Digital Audio Landscape for 2025

Image: Triton Digital

Early in 2025, the Australian podcast market is undergoing a significant upheaval as a result of a number of high-profile debuts upending the rankings and SiriusXM's incredible ascent to the #2 publisher spot. According to the January 2025 Australian Podcast Ranker, The market is dynamic, with global giants like the BBC and Wondery competing with traditional broadcasters and digital-native content producers for listeners' attention.

The Sources:

The most recent Australian Podcast Ranker report from Triton Digital, which follows the IAB Podcast Technical Measurement Guidelines, shows that ARN/iHeart is still at the top, followed by SiriusXM and the Australian Broadcasting Corporation. The data provides valuable insights from over 30 participating publishers, including specific insights from reputable companies like Mamamia, Nine, and Wondery, such as trends or audience preferences. The data has been certified by IAB Tech Lab for compliance with Version 2.1 of the IAB Podcast Measurement Technical Guidelines.

The Key Points:

• SiriusXM's strategic market advancement is evidenced by "The Mel Robbins Podcast" securing the #1 position in the Top 200 Podcast Ranker, signaling growing international influence in the Australian market

• Local content continues to show strong performance, with ABC News Top Stories maintaining dominance in the Australian-Made category

• The industry is experiencing notable diversification with a range of new entrants across various genres. For instance, from true crime podcasts like "Monster: BTK" to sports content such as "New Heights with Jason and Travis Kelce," the market is witnessing a broad spectrum of fresh content offerings.

• Multiple new shows debuted simultaneously in both Top 200 rankings, indicating strong market appetite for fresh content

• The participation of over 30 publishers in the ranker demonstrates the market's maturity and competitive depth

Why It Matters:

The evolving landscape of Australian podcasting demonstrates a maturing market where both local and international content can thrive simultaneously. This creates unprecedented opportunities for content creators while setting new benchmarks for quality and audience engagement in the digital audio space. For listeners, this means access to an increasingly diverse range of high-quality content that caters to various interests and preferences.

The Big Picture :

For Podcasters:

The current market dynamics create unique opportunities for both independent and network-affiliated podcasters. The success of new entries across various genres underscores the untapped potential for growth and innovation in the market. Podcasters can leverage these insights to:

1. Strategic Positioning:

- Study successful shows in your niche

- Identify underserved market segments

- Develop content that can compete on both local and international levels

2. Content Strategy:

- Focus on high-quality, consistent content delivery

- Consider partnerships with established networks

- Develop multi-platform distribution strategies

3. Market Approach:

- Build strong audience relationships

- Leverage data analytics for content optimization

- Explore cross-promotion opportunities

For Publishers and Networks:

The rankings demonstrate the importance of:

- Diverse content portfolios

- Strong local content development

- International partnership opportunities

- Investment in quality production

- Multi-platform distribution strategies

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🎙️Audio Advantage: New Studies Reveal Podcasts and Radio's Superior Impact for Financial Services Marketing

Image; Cumulus Media

Cumulus Media's Audio Active Group has found that audio listeners outperform TV audiences in marketing metrics.

Podcast and radio listeners, in comparison to TV viewers, are more likely to have substantial investable assets and actively seek new financial services. This presents a challenge to traditional media spending patterns, where brands typically allocate 50% to TV and only 5% to radio, indicating a significant opportunity for strategic reallocation of marketing budgets.

The Sources:

MESH Experience, MARU/Matchbox, Harris Poll Brand Tracker, and MRI-Simmons are just a few of the reliable sources that Pierre Bouvard, Chief Insights Officer of Cumulus Media | Westwood One Audio Active Group®, compiled this in-depth study from. The studies conducted from 2017 to 2025 encompass various topics on media consumption, investment trends, and consumer behavior, providing a comprehensive insight into the financial services marketing landscape.

The Key Points:

• Audio listeners show a 30% higher likelihood of owning diverse investment portfolios than TV viewers do.

• Financial "thrivers" are 44% more likely to be heavy radio listeners than average adults

• Compared to the general audience with $500K+ investable assets, heavy radio listeners are three times more likely to seek new financial services.

• Podcast audiences across various genres exhibit higher levels of brand engagement compared to traditional TV viewers.

• AM/FM radio campaigns result in double-digit increases in brand awareness, favorability, and consideration metrics.

Why It Matters:

For podcasters and content creators, this research validates audio as a premium platform for high-value advertising partnerships. The data shows that audio audiences are not just passive listeners – they're actively engaged, financially sophisticated consumers with higher disposable incomes and greater willingness to invest. This translates to higher potential advertising revenue and more attractive partnership opportunities for podcasters targeting the financial services sector.

The Big Picture:

The research findings have a significant impact on the podcast industry, positioning podcasting as a key medium for reaching affluent, financially-engaged audiences. These findings firmly establish podcasting as a primary medium for reaching affluent, financially-engaged audiences, emphasizing its effectiveness in reaching this demographic. For podcast producers, this creates opportunities to:

1. Develop financially-focused content across diverse genres

2. Structure advertising packages that target financial services brands

3. Build audience engagement strategies that capitalize on listeners' financial sophistication

4. Create specialized content that appeals to "financial thrivers"

5. Develop cross-platform strategies combining podcast and radio presence

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🎙️ PODCAST NEWS

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📢 The Business of Podcasting

⏭️ SiriusXM Podcasts+ Expands to Spotify and YouTube Music, Offering Ad-Free Premium Content. SiriusXM is expanding its premium podcast subscription service beyond Apple Podcasts to platforms like Spotify and YouTube Music for $5.99 monthly, offering ad-free listening and exclusive content from popular shows like Call Her Daddy and Conan O'Brien Needs a Friend, as the company adapts its business model amid declining satellite radio subscriptions.

⏭️ Realm Becomes Exclusive US Ad Sales Partner for UK's Adelicious Podcast Network. Audio media company Realm has strengthened its position in the podcast industry by becoming the exclusive US advertising sales representative for the entire podcast portfolio of Adelicious, a leading UK podcast network, building upon their initial 2023 partnership and expanding their reach to include shows like Short History Of... and newly acquired Immediate podcasts.

⏭️ Soundly AI Launches AI-Powered Podcast Production Platform, Promising 70% Cost Reduction for Creators. Soundly AI launches an innovative AI-powered podcast production platform that automates studio-quality audio enhancement and editing workflows, potentially reducing production costs by 70% amid projections of the podcast industry growing to $135 billion by 2031, addressing key challenges faced by over 4 million global creators.

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🎧 From the Community

⏭️ Monica Lewinsky Launches 'Reclaiming' Podcast: Olivia Munn and Alan Cumming Join Groundbreaking Series on Personal Transformation. Anti-bullying activist and Vanity Fair contributing editor Monica Lewinsky debuts her first podcast "Reclaiming" in partnership with Wondery, featuring intimate conversations with celebrities and everyday people about reclaiming their narratives after personal challenges, with inaugural episodes featuring Olivia Munn and Alan Cumming.

⏭️ Joe Rogan Experience Leads UK's Top 25 Podcasts in Q4 2024, Goalhanger Dominates Top 5. Edison Research's latest UK podcast rankings reveal The Joe Rogan Experience maintaining its top position while Goalhanger's political and sports content captures three spots in the top 5, with notable gains for BBC's The Archers and election-focused Americast in Q4 2024.

⏭️ Audio Industry Rate Guide 2025: Freelance Podcast Producers Command $40-150 Per Hour Based on Experience. Based on comprehensive industry research and 280 survey responses, AIR's 2025 Rate Guide reveals a complex compensation landscape where experienced podcast producers can earn up to $150 per hour, while specialized roles like story editors and sound designers command premium rates between $90-200 hourly, reflecting the growing professionalization of audio production.

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