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.
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.