By Rakhee Naik. Podcasting has firmly established itself as a prominent channel in South Africa’s digital media landscape, particularly among younger audiences. As brands seek new ways to connect with consumers, understanding the behaviours, preferences, and demographics of South African podcast listeners is key to effective media planning. To explore this, we analysed KLA’s YouGov Profiles data offering the latest South African podcast statistics to know now.
While media consumption trends fluctuated significantly due to the Covid-19 pandemic, podcast listenership in South Africa has remained steady post-pandemic. Nine in 10 South Africans aged 18+ with internet access engage with podcasts, highlighting the medium’s resilience. This consistency suggests that podcasts are now a regular part of many listeners’ routines and offer brands a dependable channel to reach engaged audiences over time.
Who are South African podcast listeners?
South African podcast listeners are primarily young, with 61% aged 18-34. Among them, Gen Z (18-24) stands out, showing a particularly strong affinity for podcasts compared to the broader population. This generation of listeners has grown up immersed in digital culture and they’re open to exploring fresh, innovative formats.
What’s more, 70% of podcast listeners are employed full-time. This means we’re looking at an audience with spending power and a potential interest in content that speaks to their ambitions — whether it’s about advancing their careers, upgrading their lifestyles, or managing their finances. Regionally, most of these listeners are concentrated in Gauteng (42%), with KwaZulu-Natal (20%) and the Western Cape (10%) following behind.
Sponsorships get heard
Data shows that South African podcast listeners are attuned to sponsorships. They’re more likely to notice sponsorships tied to events (56%), product placements (54%), and user-generated content (48%) like YouTube videos or other podcasts. This heightened awareness makes podcast sponsorships a promising avenue for marketers aiming to reach attentive audiences.
More importantly, these listeners take action. Over half (52%) are likely to visit a sponsor’s social media profile, and 37% go further by visiting the sponsor’s website — often leading to a purchase. For brands, podcast sponsorships offer a measurable way to drive engagement and conversions.
What listeners want
South African podcast listeners have distinct content preferences that we can tap into to tailor messaging effectively. They show high interest in topics such as:
South African podcast statistics show these listeners are significantly more interested in education (52%) and fashion and design (41%) compared to the national average. Education highlights that podcasts are likely being used to enhance knowledge on a particular topic. This insight provides a solid foundation for creating content that resonates—whether it’s educational podcasts, personal finance tips, or lifestyle-focused content.
Where South Africans tune in
To reach South African podcast listeners effectively, it’s important to consider the platforms they favour. The top six performing platforms include:
Notably, 44% of podcast listeners also subscribe to a paid music streaming service, which is higher than the national average. This speaks volumes about the level of engagement and investment these listeners have in audio content
In South Africa, podcasting offers a prime opportunity to connect with an engaged, young audience that responds to targeted content and sponsorships. By understanding their behaviours, interests, and platform preferences, marketers can fully leverage this dynamic medium. Learn more at www.kla.co.za
Methodology
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 12,500 variables are available in South Africa.
Dataset: 2024-10-27
Population: South African podcast listeners who have access to the internet, aged 18+ (n ~ 4370)
Rakhee Naik-Vassan is the managing consultant at Insights at KLA.
