Exclusive : 💥Insights into Southeast Asia's Podcast Landscape

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Singapore is maturing at a faster pace than Malaysia is at the moment, though its a smaller market. From an Advertising perspective, when there is targeting, measurement and optimization, brands will have the confidence to invest in audio, which we are seeing more in SG. These were exclusive revelations by an official from Triton Digital based in Southeast Asia.

The Revelations

The latest insight from Triton Digital, investigating Malaysia's dynamic digital audio landscape with Triton Digital's programmatic marketplace, reveled that programmatic advertisers are now at 16 per cent, while ad impression rests at 63 per cent and podcast consumption at 18 per cent.

The most famous days for podcasts have been Tuesdays and Wednesdays. Podcast plater platform breakdown is Apple 21%, Spotify 28%, android user 12%, IOS 20%, and Google chrome 10%

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The average number of unique listeners in a row is 800k per week, paying attention to podcasts for about 3 hours a week, with Malaysians listening up to 3 podcasts per week. Other famous genres include Adult Contemporary, Pop, Talk, and Comedy; Health and Living; Horror; Cooking and Eating.

Advertisers recently found out that 21% of the target market speaks Chinese, while 31% speak English and 40% speak Malay.

Triton Digital

In a exclusive interview with Podwires, Triton Digital Audio Marketplace Operations Director Simon Lee, He said “Some trends are similar across both countries - listeners are tuning in mostly on weekdays throughout their day mostly on their mobile device, and there is a mix of different language content.”

“SEA has a great audio culture, with broadcast radio continuously strong for its reach and ease of access. There is an interesting potential for podcasts because of its portability and engagement, but due to diverse languages and cultures across the region, each country will likely see a market leader be established either from an independent podcaster, podcast network, or from a media enterprise.”

He added ,” In my opinion most of the SEA markets are still up for grabs, with each country's format differing between news/talk, comedy, horror, and spirituality. There is still room for audience development as the people discover podcasts and as local creators invest their time and creativity to develop new shows.”

What this holds for podcasters within Southeast Asia ?

There is a growing, wide array of audiences to reach and engage with across the region. The potential for emerging and established makers alike could be held through the evolving podcasting space because of the interest for originality unique to each country's listeners.

Our take

There may be some limitations to this: it has been sent forth to the podcasters in Southeast Asia to seize the opportunity by making relevant content that resonates with their target audience, and promoting the shows for new listeners. Podcasters in the region are now quite attuned to changes in the preferences of their listeners and how to adapt content to present oneself to succeed in the increasing competitive market.

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