The Infinite Dial 2019 - tritondigitalv3.blob.core.windows.net · ‣The Infinite Dial is the...

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

#InfiniteDial

The Infinite Dial 2020

#InfiniteDial

Australia


#InfiniteDial

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 Y

R A D I O & R A D I O

S I M U L C A S T

I N - C A RM E D I A

O N L I N E A U D I OS M A R T S P E A K E R S

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 S

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

P O D C A S T I N G


#InfiniteDial

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 fourth annual Infinite Dial Australia report

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


#InfiniteDial

Study Methodology

‣ In the first quarter of 2020, prior to the COVID-19 pandemic, Edison Research conducted a national telephone survey of 1,014 Australians age 12 and older

‣ Data weighted to national 12+ population figures


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Radio & Radio Simulcast


#InfiniteDial

87 85

2019 2020

Listening to Radio Content: Live Radio or Catch-up Podcasts in the Last Month

% 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 +


#InfiniteDial

83 82

2019 2020

Listening to Radio Content: Live Radio or Catch-up Podcasts in the Last Week

% 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



#InfiniteDial

Listening to AM/FM/DAB+ Radio in the Last Week

86

9

81

10

80

12

Over-the-air

Online 201820192020



#InfiniteDial

6268 65

82

69

Germany2019

South Africa2019

U.S.2020

Australia2020

Canada2020

Listening to AM/FM Radio in the Last Week

% L I S T E N I N G T O A M / F M R A D I O I N L A S T W E E K

A M / F M R A D I O I N C L U D E S B O T H O V E R - T H E - A I R A N D O N L I N E

G E R M A N Y , S O U T H A F R I C A M A J O R M E T R O C O M M E R C I A L , U . S . , A U S T R A L I A , A N D C A N A D A P O P U L A T I O N S A G E 1 8 +


#InfiniteDial

Source Used Most Often to Listen to Online AM/FM/DAB+ Radio

45

38

39

30

32

30

21

22

27

2018

2019

2020

R A D I O S T A T I O N ’ S A P PO N M O B I L E D E V I C E

A G G R E G A T O R( S U C H A S R A D I O A P P

O R T U N E I N )

B A S E : A U S T R A L I A N P O P U L A T I O N 1 2 + W H O L I S T E N E D T O O N L I N E A M / F M / D A B + R A D I O I N L A S T M O N T H

R A D I O S T A T I O N ’ S W E B S I T E

D O N ’ T K N O W


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In-Car Media


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Audio Sources Used in Car

89

59

8

38

8

4

89

52

10

37

9

4

85

38

26

21

12

5

4

83

32

33

19

14

7

4

AM/FM/DAB+ radio

CD player

Online audio streaming services*

Owned digital music

Podcasts

In-dash system

Online AM/FM stations

2017

2018

2019

2020

B A S E : A U S T R A L I A N 1 8 + A N D H A V E 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 7 %

% 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


#InfiniteDial

Audio Sources Used in Car

83

32

19

14

34

81

41

48

28

33

24

AM/FM radio

CD player

Owned digital music

Podcasts

Online audio streaming services*

SiriusXM

Aus 2020

U.S. 2020

B A S E : A G E 1 8 + A N D H A V E 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


#InfiniteDial

75

71

69

66

20

21

12

11

1

2

15

19

1

1

1

1

3

5

3

3

2017

2018

2019

2020

Audio Source Used Most Often in Car

A M / F M / D A B R A D I O

O T H E R

O W N E DM U S I C

B A S E : A U S T R A L I A N 1 8 + , H A V E 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 , A N D U S E A N Y A U D I O S O U R C E I N C A R

I N T E R N E T - O N L YA U D I O

A M / F MS T R E A M S


#InfiniteDial

15

2934

40

2017 2018 2019 2020

Online Audio Listening in Car Through a Cell Phone

% E V E R L I S T E N E D T O O N L I N E A U D I O I N A C A R T H R O U G H A C E L L P H O N E



#InfiniteDial

Podcasting


#InfiniteDial

7278

8387

2017 2018 2019 2020

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 T H E T E R M “ P O D C A S T I N G ”


#InfiniteDial

22

37 3743 45 45 46 46 48 49

5560

6470

75

87

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.2020

Aus2020

Podcasting Awareness

% A W A R E O F T H E T E R M “ P O D C A S T I N G ”

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


#InfiniteDial

17 1822 25

2017 2018 2019 2020

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


#InfiniteDial

9 11 12 12 14 12 15 1721 24 26

3237

25

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.2020

Aus2020

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



#InfiniteDial

10 13 15 17

2017 2018 2019 2020

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


#InfiniteDial

7 8 10 13 15 1722 24

17

U.S.2013

U.S.2014

U.S.2015

U.S.2016

U.S.2017

U.S.2018

U.S.2019

U.S.2020

Aus2020

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



#InfiniteDial

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

81

45

26

18

14

9

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


#InfiniteDial

62

79

75

85

36

20

19

11

4

3

2017

2018

2019

2020

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 E V E R L I S T E N E D T O A P O D C A S T ; 3 2 %

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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Frequency of Listening to Podcasts

“How often would you say you listen to podcasts?”

Every day20%

At least once a week

24%

Several times a month

14%

At least once a month

14%

Less than once a month

28%



#InfiniteDial

The entire podcast

57%

Most of the podcast

34%

Less than half the podcast

9%

Amount of Podcast Episode Listened to

“Think about the audio podcast episodes you listen to. Do you typically listen to…?”



#InfiniteDial

Within 24 hours of

downloading50%

Within 48 hours19%

Within a week25%

Longer than a week

6%

Podcasts Downloaded and Listened to Later

“When did you listen to the last podcast you downloaded and listened to at a later time?”

B A S E : A U S T R A L I A N 1 2 + A N D E V E R D O W N L O A D P O D C A S T S T O L I S T E N L A T E R ; 1 6 %


#InfiniteDial

One16%

Two20%

Three13%

Four or Five20%

Six to Ten21%

11 or more10%

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 ; 1 7 %

Australian weekly podcast listeners averaged

Six podcastsin the last week


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Online Audio


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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

2017 2018 2019 2020

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 S T R E A M E D 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


#InfiniteDial

Devices Used to Listen to Online Audio

% C U R R E N T L Y E V E R L I S T E N T O O N L I N E A U D I O T H R O U G H D E V I C E

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

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 S T R E A M E D 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

74

50

25

16

72

41

21

12

75

34

18

8

10

83

41

18

14

13

Smartphone

Desktop/Laptop

Tablet

Smart speaker

SmartTV/TV device

2017201820192020


#InfiniteDial

Smart Speakers


#InfiniteDial

65

23

8085

77

Germany2019

South Africa2019

U.S.2020

Australia2020

Canada2020

Smart Speaker Awareness

% A W A R E O F A N Y S M A R T S P E A K E R B R A N D



#InfiniteDial

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 B R A N D

513

17

2018 2019 2020


#InfiniteDial

7

1823

27

17

U.S.2017

U.S.2018

U.S.2019

U.S.2020

Aus2020

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


#InfiniteDial

812

2417

26

Germany2019

South Africa2019

U.S.2020

Australia2020

Canada2020

Smart Speaker Ownership

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



#InfiniteDial

Smart Speaker Ownership

310

1

1

1

14

1

1

1

1

Google Home

Amazon Alexa

Apple HomePod

Sonos One with Alexa

JBL Link with Google

2018

2019

2020


< 1%

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


#InfiniteDial

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

74

56

16

31

10

13

2019

2020

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


#InfiniteDial

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

56

45

31

23

13

32

Aus 2020

U.S. 2020

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

1.7

2.2

T H R E EO R M O R E


#InfiniteDial

More21%

Same Amount

39%

Less36%

Don't Know

4%

Usage of Smart Speaker Compared to First MonthB A S E : A U S T R A L I A N 1 2 + S M A R T S P E A K E R O W N E R S

“Compared to the first month you had your smart speaker, would you say you are now using your smart speaker more, less, or the same amount?”


#InfiniteDial

Online Audio Streaming Services


#InfiniteDial

Awareness of Online Audio Streaming Services

73

72

36

10

77

75

35

37

10

85

83

63

42

48

10

5

88

88

63

46

45

10

6

Spotify

Apple Music

Google Play Music*

SoundCloud

Amazon Music

Tidal

Deezer

2017201820192020


% 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

* 2 0 1 7 - 2 0 1 8 : G O O G L E P L A Y A L L A C C E S S


#InfiniteDial

Awareness of Online Audio Streaming Services

88

88

63

46

45

10

6

72

71

63

41

68

12

7

Spotify

Apple Music

Google Play Music

SoundCloud

Amazon Music

Tidal

Deezer

Aus 2020

U.S. 2020

% 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

Listened to Online Audio Streaming Services in Last Month

26

7

3

30

8

3

40

10

6

5

1

44

9

5

5

1

Spotify

Apple Music

SoundCloud

Google Play Music*

Amazon Music

2017201820192020


% 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


< 1 %


#InfiniteDial

40

35

97

60

60

65

3

40

Spotify

Apple Music

SoundCloud

Google Play Music

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

66

58

53

40

34

42

47

60

2017

2018

2019

2020

Free vs. Paid Subscriptions to Spotify

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 S P O T I F Y I N L A S T M O N T H


#InfiniteDial

Weekly Listening to Online Audio Streaming Services

21

6

2

26

7

2

1

34

8

5

4

1

40

7

3

4

1

Spotify

Apple Music

SoundCloud

Google Play Music*

Amazon Music

2017

2018

2019

2020


% 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



#InfiniteDial

44 47 48 45

2017 2018 2019 2020

Weekly YouTube Music UsageT 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


#InfiniteDial

3341 43 43 46

5044 45

U.S.2014

U.S.2015

U.S.2016

U.S.2017

U.S.2018

U.S.2019

U.S.2020

Aus2020

Weekly YouTube Music Usage

% 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



#InfiniteDial

Observations

• The audio space is extremely dynamic today, creating opportunities and threats for all players


#InfiniteDial

Observations

• The audio space is extremely dynamic today, creating opportunities and threats for all players

• AM/FM/DAB+ Radio remains very strong and performs much more strongly than in America


#InfiniteDial

Observations

• Podcasting continues to grow but lags in comparison to trends from the USA


#InfiniteDial

Observations

• Podcasting continues to grow but lags in comparison to trends from the USA

• Smart speakers represent an exciting new pathway for audio consumption


#InfiniteDial

The Infinite Dial 2020#InfiniteDial

Australia

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