Are there any people who aren't listening to podcasts? They're everywhere - every man, woman, and dog is creating podcasts. In 2023, the number of global podcast listeners reached 464 million and should increase to 504.9 million by the end of 2024. And, as of 2024, there are over 5 million podcasts with a whopping 70 million episodes between them.
But the question is – are podcasts at the forefront of New Zealand's 'digital renaissance'? Read on to find out.
Podcast explosion in New Zealand
The Infinite Dial New Zealand, a study involving Edison Research, has uncovered some interesting trends in digital audio in New Zealand. One of the most interesting discoveries is that New Zealand ranks among the top countries for podcast listeners. An incredible 80% of Kiwi residents over 16 are familiar with podcasts, putting it right below Australia and ahead of countries such as the US, UK, and Canada, where podcasts dominate digital content.
New Zealanders listen to podcasts at least once a month, according to surveys, and on average, every Kiwi listens to up to five podcasts per week. This rise in audience numbers doesn't just represent a fad – it's part of a broader movement toward on-demand digital content. Whether it’s chewing the fat over the ‘Rights of Man’ or listening to the latest sports news, people are loving it and can’t seem to get enough.
Accessibility and convenience
One major reason for this boom is accessibility. All podcast listeners need to do is go onto YouTube or get a free Spotify account to watch and listen to them. It's so easy to access numerous types of content with a few clicks – this accessibility has been crucial in making podcasts so popular. Spotify, Apple Podcasts, iHeartRadio, and local platforms like Rova are some examples of how easy it can be to watch and listen to podcasts.
These platforms are very appealing because they deliver what audiences want: cheap, sometimes free, entertainment and education. Thisespecially applies with radio/podcast mergers; many top-ranked shows are simply reruns of the most listened-to radio broadcasts. This radio digital inflation enables listeners to consume their beloved programs at any time they wish, which is a perfect match for the modern busy lifestyle.
Catering to diverse audiences
The digital renaissance at large is predicated on creators’ abilities to cater to diverse audiences, all of which are growing increasingly accustomed to finding their niche in the much broader scope of online entertainment. Once, the verticals of music, film, and gaming could be relatively self-contained, but now we are accustomed to finding exactly what we want, however specific our interests. We don’t all stream the same series, visit the same casino site, or listen to the same song; we gravitate towards very disparate corners of the internet, and podcast listeners are no different.
Podcasting can target a wide range of interests and demographics. There's a podcast about every topic imaginable. Some of New Zealand's best-loved radio shows have grown into podcast series, such as The Mike Hosking Breakfast Show or the Heather du Plessis-Allan Drive Show on Newstalk ZB.
The future of podcasting in New Zealand
The future of podcasting in New Zealand is definitely bright – if anything, it's still the perfect time to set up a podcast.
In New Zealand, the development of podcasts represents a worldwide trend towards an exponential increase in digital audio. Many media outlets – such as NZME and MediaWorks – have put massive investments into the industry because they know it is capable of changing the way we experience media today.
Given that Spotify alone has over 55 million podcast episodes, competition has become very intense. However, this commitment to building a vibrant local podcasting ecosystem ensures that unique Kiwi perspectives and content are heard. And it definitely hasn't put people off starting a new podcast.
Podcasting, without any doubt, is at the front of the digital revolution in New Zealand. For avid followers or those just beginning their journey with podcasts, one fact remains: this medium isn't going away any time soon and it offers limitless opportunities for connection, learning, and entertainment.