Podcasts are the most popular media channel in Singapore, according to Acast

Podcasts have become a steadfast source of genuine, inspiring, and practical content and connection in the age of distractions and mindless scrolling.

Singaporean consumers are turning to podcasts as their prefered media option, making them the most influential media channel in the nation, according to the most recent data from Acast, Sounds Smart Asia 2023.

Timi Siytangco, Key Account Director, International (Asia), said: “What every podcast listener has always known to be true is now unequivocal – podcasts are an effective, integral part of the media funnel. Their impact on consumers is unparalleled, presenting a game-changing opportunity for brands. In our study conducted in 2022, we saw immense potential for podcasts, and now in 2023, it has become evident that podcasts are delivering on that promise.

Siytangco also said that “truly resonate with their audiences, brands must adopt a smart, tech-savvy approach to podcast advertising. Podcasts are a rare combination of measurable, long-form storytelling. This opens up a unique opportunity for brands to use podcasts as a gateway to niche, engaged communities. A brand can flex their creative muscle while also leveraging industry-leading targeting and measurement features, all of which Acast can help with.”

Acast hired Attest to conduct a survey of Singaporeans who regularly listen to podcasts at least once per week and are 18 years of age or older. The study was created to replicate the areas of interest from the 2022 study, focusing on topics like podcast consumption, engagement, and receptivity to give a current assessment of the state of the podcast industry.

Megan Davies, Managing Director, International at Acast, added: "Trust is crucial for any successful advertising campaign. It hinges on consumers' belief in the brand, the product, and the advertising. Our results speak volumes, with 64% of respondents finding podcast hosts more trustworthy than most media figures. In my experience, this evidence alone underscores the significance of podcast advertising. Having partnered with leading brands like UOB, Glenfiddich, Chanel, and Adyen, we eagerly anticipate witnessing more brands embracing the transformative potential of podcast advertising in Southeast Asia.”

The results show that, in order for brands to remain relevant and make effective connections with audiences, podcasting must be taken into account in all marketing strategies:

● Podcasts are part of daily routines: 93% of respondents in Singapore embrace podcasts in their daily routines.

● Podcasts demand focus: When asked about focus while consuming various types of media, podcasts ranked at the top (72%), surpassing streaming TV (68%) and social media (64%).

● Podcasts fuel minds: Over a third of respondents stated that podcasts are motivational, thought-provoking, and highly useful for learning. 95% of respondents stated that podcasts discuss "things of interest”.

● Podcasts positively impact brands: 74% of respondents agree that podcast advertising improves brand perception and 62% believe podcast advertising to be more influential than other media.

● Podcast advertising drives consumer action: Over half of Singaporean podcast listeners admitted to making a purchase after hearing a product advertised on a podcast.

● Podcasts offer authentic and trustworthy media: 86% of listeners regard podcast hosts as authentic and highly knowledgeable, 66% of respondents trust podcast hosts to genuinely endorse brands, while 64% believe them to be more trustworthy than most people in the media.

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