Southern Cross Austereo (SCA) is celebrating the ongoing evolution of LiSTNR, Australia’s leading digital audio ecosystem, as the platform continues to expand its position in the market while enhancing the capabilities of the LiSTNR AdTech Hub.
As digital audio consumption continues to grow, LiSTNR is introducing new advancements across data, technology and content, giving brands more effective ways to connect with audiences. The AdTech Hub continues to help advertisers personalise and optimise campaigns at scale, and is entering its next phase with Precision+, a world-first AI-powered innovation. Built on first-party data, Precision+ delivers deeper audience intelligence, real-time optimisation, and smarter digital audio strategies.
Five years since launch, and with the LiSTNR AdTech Hub entering its second year, these developments build on LiSTNR’s strong growth and ongoing investment in innovation, reinforcing its position at the forefront of Australia’s digital audio landscape.
LiSTNR has grown from a streaming platform into a fully integrated audio ecosystem spanning live radio, podcasts, music, news, sport, and entertainment. With more than 2.5 million signed-in users and the LiSTNR total audience network (radio streaming, podcasting and music consumption both on and off platform) reaching an estimated ten million Australians each month, LiSTNR continues to redefine how audiences listen and how brands connect in the digital audio era.
SCA has long been at the forefront of Australian podcasting, as one of first major media organisations to recognise the potential in the medium, committing significant investment into co-creation with partnerships with some of Australia’s biggest names.
SCA’s early investment in podcasting, original content, and creator partnerships has enabled LiSTNR to lead audience growth, premium content, and advanced monetisation capabilities. The platform now hosts trusted voices across original and partner titles, including Hamish & Andy, Howie Games, The Imperfects, Happy Hour with Lucy & Nikki, and new additions like Life Uncut and The Inspired Unemployed, alongside premium broadcast simulcasts of live sports and exclusive digital-first formats. Anchored in an ‘audience first’ strategy, LiSTNR continues to break new ground as a market-leading brand, with investment in developing emerging creators, new formats and strategic international partnerships including collaborations with SiriusXM and Audacy.
John Kelly, Southern Cross Media Group’s Interim CEO said: “We’ve seen LiSTNR grow from an ambitious idea into a market-leading digital audio platform. Our early investment in premium content, technology and data is paying off, and the success reflects the strength of that strategy and team. What sets LiSTNR apart is that it is owned by Australians and built for Australians, giving us the ability to continuously evolve our technology roadmap, respond to audience behaviour, and deliver solutions tailored to our business partners – capabilities not possible for platforms without full local ownership and control. Every innovation, from new audio formats to advanced AdTech and influencer solutions, is designed to serve audiences and give brands smarter, more effective ways to connect.”
Two years ago, in March 2024, SCA launched the award-winning LiSTNR AdTech hub, transforming digital audio advertising in Australia. Built within LiSTNR’s fully owned ecosystem and powered by its highly engaged audience of 2.5 million signed in users, the AdTech Hub delivers advanced campaign management, measurement and cross-channel optimisation.
The LiSTNR AdTech Hub enables expanded Dynamic Creative Optimisation (DCO), leveraging first party and advertiser data matching through privacy-first clean room solutions. As Australia’s only fully owned audio streaming technology roadmap, it drives innovation tailored to local agencies. The evolution continues with Precision+.
LiSTNR is also expanding its influence through the Influencer Extender powered by Fabulate, reflecting the natural evolution of audio as the original influencer medium. As the only media in market with a unified TV and audio solution that also offers a social extension on campaigns bought across broadcast channels, SCA is redefining how campaigns reach and engage audiences at scale. Audio has always shaped audiences, from radio to streaming to podcasting, and the Influencer Extender integrates audio, social, and PR into holistic campaigns, combining SCA talent with Fabulate’s AI-powered data driven platform to identify and activate relevant creators at scale. Brands can now engage entire communities, amplifying campaigns through over a million potential micro-influencers beyond traditional audio audiences.
One of the most significant areas of evolution in podcasting is the integration of video formats. LiSTNR has been testing video with multiple podcast creators, recognising that audiences engage differently depending on the medium. Video allows for visual storytelling and incremental reach, complementing audio, which remains the ultimate companion medium. In recent tests, campaigns combining host-read ads with video content delivered over 4,300 incremental organic reach across multiple platforms, highlighting the power of cross-platform strategies. LiSTNR’s approach is fully platform-agnostic, allowing audiences to choose how they want to consume their favourite podcasts, while providing brands with clear measurement and reach across both audio and video formats.
Olly Newton, Executive Head for LiSTNR Commercial said: “LiSTNR has revolutionised the way digital audio advertising campaigns are planned, optimised and delivered, and SCA continues to lead the market with both content and advertising technology capabilities. As we look ahead, LiSTNR’s expansion into multi-format audio, video, creator-led content and influencer collaborations signals our next phase of growth, extending beyond audio to connect with audiences wherever they are, in the formats that suit them best.”