"Audio 360 Plus a Sneak Peek at the 2023 Infinite Dial Study Results" at Mumbrella's Audioland 2023

1. F O R D E N N A L S - C E O C R A
B E C A L E X A N D E R - C A M P A I G N S T R A T E G Y D I R E C T O R S C A
AUDIO 360

2. F O R D E N N A L S - C E O C R A
B E C A L E X A N D E R - C A M P A I G N S T R A T E G Y D I R E C T O R S C A
P R E S E N T S
A U D I O 3 6 0

3. AUDIO MARKET IS ON FIRE
“ T H E O U T L O O K F O R R A D I O A N D T H E A C C E L E R A T I O N O F A U D I O ”
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4. AUDIO MARKET IS ON FIRE
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“The outlook for radio and the acceleration of audio”

5. WE LISTEN ON DIGITAL
PLATFORMS & HEADPHONES
T H E W AY W E L I S T E N A N D O U R L I S T E N I N G O P T I O N S T O TA L LY C H A N G E D
TOTAL AUDIO MARKET
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WE DON’T OWN MUSIC
WE STREAM IT
WE LISTEN ON THE MOVE
WE LISTEN TO AUDIO
ON DEMAND CONTENT
WE LI STEN TO LI NEAR RADIO
TECHNOLOGY CONTENT

6. COMMERCIAL RADIO DOMINATES AUDIO LISTENING
GfK, P10+ and PPL 25-54,
Commercial Share of Audio (%), Mon-Sun 12mn-12mn
PPL 25-54
COMMERCIAL SHARE
TOTAL
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7. WHY IS AUDIO GROWING?
C O N TE N T I N N O VA T I O N
N E W R A D I O S T A T I O N S M U S I C S T R E A M I N G
P O D C A S T S
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RECORD AUDIENCES FOR RADIO

9. WHY RADIO MATTERS MORE THAN EVER
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11. M O S T P O P U L A R P O D C A S T S B Y A V E R A G E M O N T H LY L I S T E N E R S
AUSTRALIAN PODCAST RANKER: MOST POPULAR
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12. DIGITAL AUDIO MARKET
I
A
B
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13. MEDIA AGENCY AUDIO
INVESTMENT PLANS FOR 2023

14. LISTEN TO RADIO
ON SMART SPEAKERS
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16. SPONSORED BY
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The Infinite Dial 2023

17. INFINITE DIAL GIVES US A SINGULAR VIEW
OF GLOBAL AUDIO CONSUMPTION &
CONSUMER BEHAVIOUR.
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

18. LISTNR PRESENTS
INFINITE DIAL 2023:
THE EVOLUTION OF
AUDIO APPETITES
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

19. THE GREAT
ESCAPE FROM
VISUAL
MEDIUMS
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

20. WE NOW SPEND
23 DAYS OF
THE YEAR
ENGROSSED
IN podcasts.
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

21. RADIO LISTENERSHIP
IS STRONGER THAN
EVER THANKS TO
FORMAT DIVERSIFICATION
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

22. COMMERCIAL: 76% 76%
DAB RADIO: 19% 32%
CATCH UP RADIO
PODCASTS: 45% 57%
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

23. SOUNDS
LIKE TEEN
SPIRIT
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

24. MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL
P12-1751% 77%
P18-2435% 70%

25. IN TODAYS
Creator ECONOMY,
AUDIENCE-CENTRIC
CONTENT IS DRIVING
CONSUMPTION
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

26. We've hit
the peak for
monthly
online audio
listeners
56
53
61
67
74
78
81
2017 2018 2019 2020 2021 2022 2023
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

27. WEEKLY PODCAST
LISTENERSHIP IS
UP 25% YoY.
DAILY PODCAST
LISTENERSHIP IS
UP 15% YoY.
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

28. WEEKLY PODDY
LISTENERS:
5 EPS PER WEEK
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

29. SMARTER
USE OF AUDIO
THERE IS A SMART SPEAKER IN ALMOST 1/3 OF EVERY
AUSTRALIAN HOUSEHOLD WITH 41% OF CARS ENABLED
WITH ONLINE AUDIO STREAMINGCAPABILITIES.
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

30. MOTIVATED TO STAY
INFORMED, BE A PART OF THE
DISCOURSE, & LEARN FROM
DIFFERENT PERSPECTIVES
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

31. HOW DO WE
ADAPT TO 2023's
audio APPETITES?
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

32. MARKETERS
Consider an audio centric approach.
Do not treat it as a bolt on.
CREATIVE AGENCIES
When creating audio assets: design for the
experience. Inform, engage, and entertain.
MEDIA AGENCIES
Plan audio based on their needs
and mindsets. Get specific.
Think of audio as its own channel
as opposed to a reach extension.
MUMBRELLA
AUDIOLAND
CONFERENCE
x
CRA
+
LiSTNR
-
INFINITE
DIAL

33. 2 0
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34. 
RADIO 360 IN A SENTENCE
“Radi o 360 us e s mul ti pl e data
s our c e s to pr ovi de mor e c ompr e he ns i ve
i ns i ghts i nto l i s te n be havi or and t o
al l ow the s e par ati on and tar ge ti ng of
s tr e ami ng r adi o audi e nc e s "
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35. WHAT ARE THE BENEFITS OF RADIO 360
CONSISTENT ROBUST
CURRENCY AND
AUDIENCE METRICS
AUDIENCE DATA
DRAWN FROM
MULTIPLE SOURCES
IDENTIFY AND TARGET
STREAMING LISTENERS
INTEGRATED
LIVE STREAMING
DATA FROM SOURCE
NOT RECALL
FIRST RELEASE
OF STREAMING
DATA: STANDARD
AGE, GENDER AND
DAYPARTS
REAL TIME INSIGHTS

36. RADIO 360: THE JOURNEY
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L A U N C H
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I N C R E A S E D
F R E Q U E N C Y
R E A L T I M E
R E P O R T I N G
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P O D C A S T S
R E A L T I M E
I N S I G H T S
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37. RADIO 360: THE LAUNCH
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38. WHY YOU SHOULD USE AUDIO?
AUDIO PLATFORM S IN YOUR M EDIA STRATEGY:
OFFER M ORE CH OICE TH AN EVER
CO MMERCIAL
RADIO
PO DCAST S
DIGIT AL RADIO
ST REAMING
F REE MUSIC
ST REAMING
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39. THANK YOU
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