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Let’s dive in on today’s newsletter. - Miguel Bada

• 🎙️Discover the Top Podcasts in Australia for May 2024

• 🚨 Podcast Insight: Podcasting Emerges as a Key Channel for Publishers and News

• 🔥 Exclusive : Diverse Languages and Cultures Shape SEA Podcast Market Leaders

• 🌏 Podcast Elsewhere:

• 🌋 Take a Quiz : Are you ready to start creating innovative podcasts?

• 🛠️Podcast Events & Toolbox -

🔥 Diverse Languages and Cultures Shape SEA Podcast Market Leaders

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%

.

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.

🎙️Discover the Top Podcasts in Australia for May 2024

Triton Digital®, the global technology and services leader for digital audio, podcasts, and broadcast radio, today announced the release of the May 2024 Australian Podcast Ranker.

The Revelation

The top three publishers for the reporting period stay the same as in the earlier reporting periods: ARN/iHeart comes at #1, LiSTNR, SCA at #2 and Australian Broadcasting Corporation at #3.

Across both rankers, Top Podcast Ranker and Top 200 Australian-Made Ranker, the top three podcasts were the same: Hamish & Andy, LiSTNR, SCA at #1, Casefile True Crime, Audioboom at #2, and ABC News Top Stories, Australian Broadcasting Corporation, at #3.

The Data and Sources

The Triton Podcast Metrics measurement service uses the latest IAB Podcast Technical Measurement Guidelines to rank publishers across the country on how many people listen to their podcasts every month. Information is now available for May 1st to May 31st, 2024.

What does this matter

Such data is valuable in giving insight into the popularity and reach of podcasts in Australia, assisting advertisers and content creators in making informed decisions based on audience preferences and trends. Knowing the top publishers and podcasts can help listeners discover new and popular content in the Australian podcasting scene.

Our take:

Off the back of this data, one could strategically target advertising efforts and optimize the exposures of the same to the target audience. More importantly, it tells that in Australia, podcasts have traversed to become an extremely prominent medium not only for entertainment purposes but also for marketing.

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Join the thriving community of podcasters who trust Podworks.io to simplify their journey. Sign up today and unlock the full potential of your show!

🚨Podcasting Emerges as a Key Channel for Publishers and News

An important peg to consider is the Reuters Institute Digital News Report, an indication of the constant changes to digital platforms that were reshaping the landscape for publishers and public relations practitioners well before Generative AI. It showed that there was something of a drop-off in use of Facebook for news, joined by resultant moves into podcast consumption.

Finding:

News Podcasting is one of the bright spots for publishers, providing a path to young, educated audiences. This remains, however, quite a niche activity: across a basket of 20 countries, just over a third access a podcast each month; 13% access a show about news and current affairs. Many of the most popular podcasts are now recorded as videos and shared on platforms like YouTube and TikTok.

Another area that publishers are increasingly turning to for answers to the challenge of engagement is formats—notably those less immediately dependent on platform algorithms—such as podcasts.

Podcasts still have a young, rich and better-educated audience; news and politics shows still skew very hard toward men—partly, no doubt, the function of the dominance of male hosts—as we reported last year. More content is available to-day in many markets, making it much harder for new shows to be discovered, let alone for current shows to grow audiences.

Data and Sources

Still using a base, Reuters Institute's Digital News Report 2024 was created off a YouGov survey with more than 95,000 respondents across 47 countries—half the population of the world.

This research was commissioned by the Reuters Institute for the Study of Journalism based at the University of Oxford and was designed to see how news consumption differs across countries. YouGov carried out the fieldwork with an online questionnaire at the end of January and beginning of February 2024.

What does this matter:

This should be important knowledge, with key lessons coming from all corners of the globe on changing news consumption habits, so that journalists and media remain relevant to their audiences. This data being collected can also be used in formulating key strategies for content distribution and audience engagement amidst increasingly competitive digital environments.

Our take:

Such research findings would be useful in pointing out better ways for journalism and media practices to attain admirable relevance, remaining effective in engaging their various audiences. In this regard, such a shift in news consumption enables media professionals to foresee changes in the audience taste and preference, tailor its content accordingly, and ensure relevance within the rapid change in the media landscape.

👉 Get the latest news from Australia in a bite-sized report in 5 minutes. Click here to get started.

• The Women's Sports Audio Network is set for its Tuesday, June 18, launch date with a slate of podcasts and high-profile radio presence, following up on April's announcement from iHeartMedia and Deep Blue Sports + Entertainment.

• As mentioned by SiriusXM Media, Pandora Media is the first audio publisher to integrate Unified ID 2.0, UID2, which helps advertisers cope with the general loss of consumer identifiers and cookies used for ad targeting, frequency management, and measurement.

• Two veterans of media and podcasts join to form a new network for health and wellness.SUBMIT YOUR NEWSSend press releases to [email protected]. Editorially, we may rewrite headlines and descriptions.

• June 28-30: Empowered Podcasting Conference - Charlotte, North Carolina, USA

• June 26 : Foot In The Door - The University of Salford Student Union, University House, UK

• August 19-22: Podcast Movement 2024 - Washington, D.C.

• September 3: Podcast Day Asia - Kuala Lumpur, Malaysia

• September 2 - 4 : Radiodays Asia 2024 - Kuala Lumpur, Malaysia

Visit podworks.io to post your upcoming events or job openings for free.

• David Hoffman wrote a compelling article about the Great Unanswered Question in Branded Podcasting

• In a blog post, Johnny Flores of Flores Podcast Productions provided us with advice on how to write proposals that are both compelling and clear in order to attract potential clients.

• Apple Music vs. Spotify: Which music streaming service is the best? by Michael Bizzaco , Derek Malcolm and Amanda Blain

• Joseph Liu shared with us the 10 Podcasting Lessons he Learned After 100 Episodes

• Survey Finds Only 1 in 4 Indies Monetize Their Podcast, this according to Katie Paterson from the Podcast Host

• Managing People to Managing Productions: A How to Guide for Editors and Producers with Mia Lobel $335 Class Starts: Sep 9 

• How to Pitch Podcast Executives and Get Your Show Made with TJ Raphael $335 Class Starts: Sep 9

• From Idea to Launch: How to Create a Sustainable Podcast with Laurel Morales $335 Class Starts: Sep 17

• Telling Vulnerable Stories with Ronald Young Jr. $370 Class Starts: Oct 2

• Turning Dense Information Into Great Stories with Lewis Wallace $335 Class Starts: Oct 3

• From Topic to Story: How to Find Characters and Narrative Arcs to Draw in Listeners with Sarah Esocoff $370 Class Starts: Oct 7

• Body-Ody-Audio: How to Make Sensorial, Visceral Audio with Kristina Loring $370 Class Starts: Oct 8

• Be So For Real: Interview Training for Producers, Hosts and Editors with Dom French $370 Class Starts: Oct 30

• Fact Checking 101 with Jeanette Beebe  $370 Class Starts: Nov 4

• Mind Your Business: Podcast Monetization with Annalise Nielsen $335 Class Starts: Nov 5

• Introduction to Story Editing with Willow Belden $335 Class Starts: Dec 2

🌟 Share Your Experience! 🌟

We are delighted to hear from our subscribers! We would be happy to publish your testimonial if you have found our newsletter to be helpful or if you have a success story to share.

👉 Post a Testimonial: https://testimonial.to/podwiresYour input matters, regardless of how long it is—a single sentence or an elaborate narrative. It also aids others in realising the advantages of our newsletter. We appreciate your participation in our community! 🙌

Welcome to the Podcaster Toolbox, a crowd-sourced resource for independent, DIY, and/or beginning home-based podcasters.

The Kangaroofern Media Lab team will review the resources submitted here and add them as soon as possible to the Podcaster Toolbox.

• 🏜️ Transistor.fm - is a powerful and simple podcasting platform. The ability to host multiple podcasts on one account makes it ideal for podcasters with multiple shows.

• 📢 Zencastr is an all-in-one podcast production suite that gives you studio quality audio and video without needing all the technical know-how.

• 🎙️ Acast - is a podcast hosting service that enables you to publish, share, and earn money from your podcasts.

• 🎧 Epidemic Sound - is a company that provides content producers with access to a sizable library of royalty-free music.

• 🔊 Soundstripe is a platform that offers thousands of royalty free music, sound effects, and video for your projects.

• 📼 Tubebuddy - is a complete tool for YouTube channel management and growth.

• 📹 VidIQ - is a website for learning that focuses on offering video tutorials and analytics to aid users in expanding their YouTube channels.

• 🪀 Swell AI turns podcasts or videos into transcripts, clips, show notes, articles, summaries, titles, newsletters, social posts, and more.

• 📬 SparkLoop is the fastest way to get a newsletter referral program — like TheSkimm and Morning Brew — up and running.

• 🎚️ Riverside is your online studio for high-quality podcast and video recording and editing.

The complete Toolbox can be seen at https://www.podworks.io/toolbox

👀 Employing? or trying to find a new job?

Do you need to hire for your podcast? Here's where you can post a job (for free). Come hang out with us at podworks.io if you are a professional podcast producer!

More on Kangaroofern Media Lab

• That Podcast Exchange - This podcast is an insightful conversation with people at the top of their game and deconstructs them to find the tools, tactics, and tricks to help you achieve your dream goal as Podcast Manager.

• Get Evening Post Wrap - for nightly bite size news around Australia and the world.

• Podwires Daily - for providing news about audio trends and podcasts.

• Podwires Asia - for reporting on podcasting and audio trends in South East Asia

• Trailer Mixtape - The Hottest Podcast trailer to watch

• There’s a Glitch - updated tech news and scam and fraud trends

• Santos Unfiltered - features expert interviews on current political and social issues in Australia and worldwide.

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