Tuesday, 23 July 2019 12:03

New Zealand podcasts grow at expense of other downloads: report

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New Zealand podcasts grow at expense of other downloads: report Image Stuart Miles, FreeDigitalPhotos.net

New Zealanders are tuning in to audio and video podcasts at an increasing rate, with the growth in podcast downloads iout-pacing the growth in other online downloads including TV programs, feature length movies and video clips, according to newly published research.

The report, from Roy Morgan Research, reveals that in 2019 over 320,000 New Zealanders download audio or video podcasts in an average four weeks – an increase of nearly 150,000 compared to three years ago equating to a percentage increase of 82%.

Roy Morgan says that though this represents only 8.1% of the New Zealand population aged 14+ this is up from only 4.8% three years ago and matches the proportion of Australians who download audio and video podcasts.

Other types of online downloads have also grown over the last few years but at a far slower rate.

Now 306,000 New Zealanders download TV programs in an average four weeks, up 17,000 (+6%) on three years ago, 296,000 download feature length movies, an increase of 68,000 (+30%), and 275,000 download video clips, an increase of 30,000 (+12%).

Michele Levine, chief executive, Roy Morgan, says podcasts are enjoying a surge in popularity in New Zealand and have overtaken other downloads including of TV programs and movies.

“Roy Morgan’s latest analysis of activities that New Zealanders do online reveals that over 320,000 Kiwis now download audio or video podcasts in an average four weeks, up over 80% from only three years ago – an increase of nearly 150,000 podcast downloaders,” Levine says.

“The growth in downloading podcasts easily outpaces the growth of other downloads including of TV programs, feature length movies or video clips although is well behind other popular online activities including streaming videos, music and TV and playing games online.

“As Roy Morgan revealed last year over 3 million New Zealanders now have access to Pay TV/Subscription TV services including around 2 million with the popular streaming subscription TV service Netflix illustrating the immense popularity of accessing content via the Internet.

“The increasing popularity of downloading podcasts, which can be to one’s mobile phone, computer or tablet, is being driven by younger New Zealanders. Over 10% of Millennials (born 1976-1990) and Generation Z (born 1991-2005) download podcasts compared to only 1% of Pre-Boomers born before 1946.

“Podcasts are most popular in the sub-tropical Northland region at the northern tip of New Zealand, in which over 15% of locals download podcasts, and closely followed by the capital city of Wellington. It appears New Zealand’s political ‘junkies’ can’t help but ‘scratch that itch’ and are always on the lookout for news and views about the political scene to consume,” Levine concluded.

New Zealanders downloading audio/video podcasts, TV programs, movies and video clips in an average four weeks:

 

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Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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