Podcast listenership in South Africa is significant for media planning

Podcast listenership, globally, has featured in many 2018 trend decks as a ‘thing to watch’.  Our latest research (Nov 2017 – Jan 2018, sample 33,481) on podcasting in South Africa amongst digitally-connected South Africans (anyone with access to a mobile phone), shows the numbers for South Africa certainly mirror the global trend.

More digitally-connected South Africans still listen to radio than any other media

It’s worth noting that 42% of SA adults, overall, say they have listened to ‘radio’ in the last 7 days.

As with TV, the way we listen to radio has changed significantly over the past few years.

While many of us use the term ‘TV’ to account for streaming services such as Netflix and Showmax, so do many use the term ‘radio’ for a broader group of listening which includes digital audio.

15% of radio listeners also listen to podcasts

Live radio listenership, which we would count as generic listening of radio through a normal AM/FM radio at home, in the office or in the car and through many of today’s mobile phones sits at 22% – a number you might recognise as being rather low.

17% listen to online radio, where radio stations make their live stream available online or through web and mobile apps, and 15% listen specifically to podcasts.

Passionate Media Comms Planner with 18 years’ media and marketing experience, having occupied client-side media roles in the United Kingdom (Diageo), Ireland (Diageo) and South Africa (Diageo and First National Bank), and agency-side media strategy roles at MediaCom, OMD, and MEC.