The Infinite Dial 2021 Australia Infinite Dial MAJOR

The Infinite Dial 2021 Australia #Infinite. Dial MAJOR SPONSOR: #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Presentation Outline STUDY OVERVIEW & METHODOLOGY ONLINE AUDIO RADIO: LIVE & ON DEMAND OBSERVATIONS ONLINE AUDIO STREAMING SERVICES SMART SPEAKERS IN-CAR MEDIA PODCASTING #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

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 fifth annual Infinite Dial Australia report ‣ This study is designed to allow for direct comparisons between the Australian and U. S. markets #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Study Methodology ‣ In the first quarter of 2021, Edison Research conducted a national telephone survey of 1, 001 Australians age 10+ ‣ For comparison to U. S. Infinite Dial, this presentation shows data among those age 12+ ‣ Data weighted to national 12+ population figures #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Online Audio #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Monthly Online Audio Listening TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO ONLINE AUDIO IN LAST MONTH ONLINE AUDIO = LISTENING TO AM/FM/DAB+ RADIO STATIONS ONLINE AND/OR LISTENING TO AUDIO CONTENT AVAILABLE ONLY ON THE INTERNET INCLUDING PODCASTS AND STREAMING SERVICES 56 2017 53 2018 61 2019 67 2020 74 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Weekly Online Audio Listening TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO ONLINE AUDIO IN LAST WEEK ONLINE AUDIO = LISTENING TO AM/FM/DAB+ RADIO STATIONS ONLINE AND/OR LISTENING TO AUDIO CONTENT AVAILABLE ONLY ON THE INTERNET INCLUDING PODCASTS AND STREAMING SERVICES 56 46 47 2018 2019 63 2020 66 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Average Time Spent Listening to Online Audio BASE: AUSTRALIAN 12+ WEEKLY ONLINE AUDIO LISTENERS HOURS: MINUTES IN LAST WEEK ONLINE AUDIO = LISTENING TO AM/FM/DAB+ RADIO STATIONS ONLINE AND/OR LISTENING TO AUDIO CONTENT AVAILABLE ONLY ON THE INTERNET INCLUDING PODCASTS AND STREAMING SERVICES 9: 09 2017 10: 04 2018 11: 06 2019 12: 37 12: 11 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Radio: Live & On Demand #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Listening to Radio Content in Last Month – Live & On Demand TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO OVER-THE-AIR OR ONLINE AM/FM/DAB+ RADIO FOR AT LEAST 15 MINUTES IN LAST MONTH OR CATCH-UP PODCASTS AT LEAST ONCE A MONTH 87 85 86 2019 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Listening to Radio Content in Last Week – Live & On Demand TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO OVER-THE-AIR OR ONLINE AM/FM/DAB+ RADIO FOR AT LEAST 15 MINUTES IN LAST WEEK OR CATCH-UP PODCASTS AT LEAST ONCE A WEEK 83 82 80 2019 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Sources Used to Listen to Online AM/FM/DAB+ Radio AUSTRALIAN AGE 12+ AND LISTENED TO AM, FM, OR DAB+ RADIO STATIONS THOUGH THE INTERNET % USING SOURCE TO LISTEN TO AM/FM/DAB+ RADIO STATION'S WEBSITE 46 RADIO STATION'S APP 44 AGGREGATOR APP/WEBSITE SMART SPEAKER 38 23 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

In-Car Media #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Audio Sources Used in Car BASE: AUSTRALIAN AGE 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 88% % USING AUDIO SOURCE IN CAR 84 AM/FM/DAB+ RADIO 41 OWN MUSIC COLLECTION CD PLAYER 39 ONLINE AUDIO STREAMING SERVICES* 39 30 PODCASTS 16 IN-DASH SYSTEM ONLINE AM/FM STATIONS 10 *SUCH AS SPOTIFY, YOUTUBE, OR APPLE MUSIC #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Audio Sources Used in Car BASE: AGE 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH % USING AUDIO SOURCE IN CAR AM/FM RADIO 75 CD PLAYER 35 48 30 30 PODCASTS ONLINE AUDIO STREAMING SERVICES* SIRIUSXM 39 41 OWN MUSIC COLLECTION 31 84 AUS 2021 U. S. 2021 39 21 *SUCH AS SPOTIFY, YOUTUBE, OR APPLE MUSIC #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

In-Dash Systems that can Receive Info/Entertainment over the Internet BASE: AUSTRALIAN AGE 18+ AND HAS DRIVEN/RIDDEN IN CAR IN LAST MONTH; 88% % OWNING IN-DASH SYSTEM THAT RECEIVES INFORMATION/ENTERTAINMENT OVER THE INTERNET 7 2017 11 2018 16 2019 19 2020 25 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Podcasting #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Podcasting Awareness TOTAL AUSTRALIAN POPULATION 12+ % AWARE OF PODCASTING 72 2017 78 2018 83 2019 87 2020 91 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Podcasting Awareness POPULATIONS 12+ % AWARE OF PODCASTING 91 37 37 43 45 45 46 46 48 49 55 60 64 70 75 78 22 U. S. 2006 '07 '08 '09 '10 '11 '12 '13 '14 '15 '16 '17 '18 '19 '20 2021 AUS 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Monthly Podcast Listening TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO A PODCAST IN LAST MONTH 37 17 18 2017 2018 22 2019 25 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Monthly Podcast Listening POPULATIONS 12+ % LISTENED TO A PODCAST IN LAST MONTH 9 11 U. S. 2008 '09 12 12 14 12 U. S. '10 U. S. '11 U. S. '12 U. S. '13 15 17 U. S. '14 U. S. '15 21 U. S. '16 24 26 U. S. '17 U. S. '18 32 U. S. '19 37 41 U. S. '20 2021 37 AUS 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Weekly Podcast Listening TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO A PODCAST IN LAST WEEK 26 10 2017 13 15 17 2018 2019 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Weekly Podcast Listening POPULATIONS 12+ % LISTENED TO A PODCAST IN LAST WEEK 7 8 10 U. S. 2013 U. S. 2014 U. S. 2015 13 15 17 U. S. 2016 U. S. 2017 U. S. 2018 22 24 U. S. 2019 U. S. 2020 28 26 U. S. 2021 AUS 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Podcast Listening Locations BASE: AUSTRALIAN 12+ AND LISTENED TO PODCAST IN LAST MONTH; 37% % LISTENED TO A PODCAST IN LOCATION 87 AT HOME 59 IN A CAR/TRUCK WHILE WALKING AROUND/ON FOOT 51 WHILE RIDING PUBLIC TRANSPORTATION AT WORK AT A GYM/WHILE WORKING OUT 39 27 24 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Device Used Most Often to Listen to Podcasts BASE: AUSTRALIAN 12+ AND LISTENED TO PODCAST IN LAST MONTH; 37% SMARTPHONE/TABLET/PORTABLE DEVICE 2017 69 80 2019 79 2020 OTHER 31 2018 2021 COMPUTER 19 16 5 89 9 73 15 2 8 IN-CAR ENTERTAINMENT SYSTEM #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Number of Podcasts Listened to in Last Week BASE: AUSTRALIAN 12+ AND LISTENED TO PODCAST IN LAST WEEK; 26% TWO 23% THREE 18% ONE 19% Australian weekly podcast listeners averaged five podcasts in the last week 11 OR MORE 12% SIX TO TEN 11% FOUR OR FIVE 17% #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Smart Speakers #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Smart Speaker Ownership TOTAL AUSTRALIAN POPULATION 12+ % OWNING A SMART SPEAKER 5 2018 13 2019 26 17 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Smart Speaker Ownership POPULATIONS 12+ % OWNING A SMART SPEAKER 18 23 27 33 26 7 U. S. 2018 U. S. 2019 U. S. 2020 U. S. 2021 AUS 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Smart Speaker Ownership TOTAL AUSTRALIAN POPULATION 12+ % OWNING SMART SPEAKER BRAND 3 GOOGLE NEST AMAZON ALEXA APPLE HOMEPOD 1 1 10 14 24 2018 2019 2020 2021 3 < 1% 1 1 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Number of Smart Speakers in Household BASE: AUSTRALIAN 12+ WHO OWN A SMART SPEAKER ONE 2019 TWO 74 2020 56 2021 55 THREE OR MORE 16 1. 4 10 31 21 MEAN # OF SMART SPEAKERS 1. 7 13 1. 9 24 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Number of Smart Speakers in Household BASE: AGE 12+ WHO OWN A SMART SPEAKER ONE AUS 2021 U. S. 2021 55 47 19 TWO THREE OR MORE 21 24 MEAN # OF SMART SPEAKERS 1. 9 2. 2 34 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Online Audio Streaming Services #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Awareness of Online Audio Streaming Services TOTAL AUSTRALIAN POPULATION 12+ % AWARE OF ONLINE AUDIO STREAMING SERVICE 73 SPOTIFY 72 APPLE MUSIC 75 SOUNDCLOUD 85 83 83 YOUTUBE MUSIC AMAZON MUSIC 77 81 37 45 42 48 46 64 51 88 92 88 2017 2018 2019 2020 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Awareness of Online Audio Streaming Services POPULATIONS 12+ % AWARE OF ONLINE AUDIO STREAMING SERVICE SPOTIFY 76 APPLE MUSIC 72 YOUTUBE MUSIC 68 64 AMAZON MUSIC SOUNDCLOUD 92 46 70 51 83 81 AUS 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Free vs. Paid Subscriptions to Online Audio Streaming Services BASE: AUSTRALIAN 12+ AND LISTENED TO ONLINE AUDIO STREAMING SERVICE IN LAST MONTH USE ONLY THE FREE SERVICE SPOTIFY YOUTUBE MUSIC SOUNDCLOUD PAY FOR A SUBSCRIPTION 35 65 85 15 94 6 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Weekly Listening to Online Audio Streaming Services TOTAL AUSTRALIAN POPULATION 12+ % LISTENED TO ONLINE AUDIO STREAMING SERVICE IN LAST WEEK 21 SPOTIFY YOUTUBE MUSIC 6 7 8 APPLE MUSIC SOUNDCLOUD AMAZON MUSIC 3 3 26 34 40 42 16 2017 2018 2019 2020 2021 5 1 1 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Weekly Usage of You. Tube for Music Video TOTAL AUSTRALIAN POPULATION 12+ % USED YOUTUBE FOR MUSIC VIDEOS IN LAST WEEK 44 2017 47 48 2019 45 2020 39 2021 #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Observations • Despite the disruptions of 2020, or more likely on account of the disruptions, digital audio options grew at a significant pace #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Observations • Podcasts make a big leap forward in Australia, now just mere months behind the figures we see in the USA and Canada #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Observations • Smart Speakers also have a big year, likely propelled at least in part by people staying in their homes more • Coming soon – the Smart Audio Report Australia #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

Observations • Despite the advancements in digital usage and the disruptions of the last year, broadcast radio and its content continues to serve enormous numbers of Australians each week and month #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH

The Infinite Dial 2021 Australia ® #Infinite. Dial THE INFINITE DIAL © 2021 EDISON RESEARCH