🔥Understanding Singapore's Podcast Listening Habits and Preferences

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Let’s jump right into this week’s exciting highlights! - Miko

• 🎧 Understanding Singapore's Podcast Listening Habits and Preferences

• 🔥 The Rise of Digital Audio: Transforming Marketing in Australia

• 🌏 Radiodays Asia: The Future of Audio and Radio in Asia

🎧 Understanding Singapore's Podcast Listening Habits and Preferences

The most famous educational podcasts are in Singapore, with 28% of the monthly listeners. The branding in Asia website has reported a study by On Device, a brand lift measurement company.

The Revelations:

According to the research, podcast listening in Singapore stands at an average of 1.8 hours per day. Technology, self-improvement, and business are the subjects of interest that are most popular in podcasts among Singaporeans.

The least popular topics are fashion, celebrity rumors, and conspiracy theories. Podcasts are more popular in Singapore during weekend evenings than in Australia and the UK.

Daily podcast listeners are 67% more likely to listen to broadcast radio. 81% prefer podcasts on mobile. Popular podcast platforms include YouTube and Spotify. Listening was driven by 58% entertainment and 34% commuting.

Why does this matter?

Thus, compared with the UK, mobile device engagement is higher in Singapore, and there is more leaning toward educational content compared to sports. For marketers and media agencies, podcast trends of consumption in Singapore are very relevant to understand, as this opens up a large market gap which will require increasing the budget dedicated to advertising on podcasts.

The Data and Sources :

On Device is a mobile survey company founded in 2009 that has come a long way to stand as one of the innovating companies in brand lift measurement. With changing times in the improvement of technology and through changes in the market, their measure solutions became more accurate. So, that's why enhancing accountability and effectiveness for every advertising brand, they strive to join hands in strategic partnership with companies like PepsiCo, Yahoo, and Talon.

As we see from our own perspective:

As podcasters in Singapore, we believe On Device's expertise in brand-lift measurement can provide very key insights regarding the effectiveness of podcast advertising across the regional market. We are able to better spell out how our podcasts are affecting brand awareness and purchase intent by using their data and sources, which will eventually attract more advertisers to fund this growing media.

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🔥 The Rise of Digital Audio: Transforming Marketing in Australia

It's booming in digital audio for Australia, with radio broadcasting to a robust audience via AM, FM, and DAB+ stations, according to Commercial Radio & Audio's The Audio Edge report.

The Revelations :

Live streamed radio is broadcast online and can be listened to on computers, smartphones, smart speakers, etc. Digital audio includes live streamed radio, podcasts, and other content.

These include how to leverage first-party data and segmentation for targeting strategies, how to maintain a consistent presence within the market, and how to leverage Australian audio networks and Podcast Audience Profiles.

Naturally, these means maximizing conversion with audio entails the use of trackable outcomes via digital audio and dynamic creative for customized messaging. Commercial radio reaches 82% of the Australian population and is thus a really good complement that works cohesively with digital audio and other channels.

Audio has an integral role in brand building by its reach and leveraging trust associated with the local personalities. The art of audio, at the top of the funnel, specifically in the complex shopping journey, works well to spread information and increase awareness. The affinity of Australian audiences for digital audio is very high, with 17 million monthly listeners, while podcast downloads are forecasted at 1.02 billion in 2023.

Radio drives other channels to perform, with 58% of awareness and 54% of purchases driven to parity with TV and well ahead of out-of-home and other media channels—all while delivering value for money. During the awareness stage, commercial radio acts as a strong driver, reaching 82% of the audience, effectively and efficiently improving brand recall by 52% and Internet search engagement.

Why is this important?

That is where Australian audio advertising comes in: it's the most powerful way for any business looking to extend its reach and drive brand awareness.

Digital audio represents an unparalleled opportunity to get in front of consumers, leveraging that trust built by radio personalities in influencing effective purchases. It's all about consistency and frequency—for a continued market presence and amplifying the frequency to drive top-of-mind awareness.

The data-driven strategies must be précised, for it is where the audio platforms excel in terms of providing efficiency and track-ability.

The influencer impact because of audio influencers contributes to Consumer Satisfaction and Confidence. This further raises the chances of repeat buying.

Our Take :

As podcast producers, we believe that audio influencers will likely be very instrumental in giving exposure and increasing credibility to a brand for more sales and customer loyalty. Brands are able to reach target audiences easily, driving conversions through strategic alignments of influential voices within the audio space to deploy authentic endorsements and engaging content.

🌏 Radiodays Asia: The Future of Audio and Radio in Asia

Radiodays Asia is the only conference in Asia for radio, audio, and podcasts.

Radiodays Asia is a professional, international meeting place for the radio, audio, and podcasting industry in the Asia-Pacific region. It aims to share experience and provide insight into international trends in media, new technology, content development, and business opportunities.

Radiodays Asia lets you learn about the future of radio and podcasting and be prepared for your media and business.

🤔 The details

• 🗓️ When: 2-4 September 2024

• ⏰ What time: 9:00 AM to 9:00 PM

• 📍 Where: Kuala Lumpur, Malaysia

👋🏼 Who’s this for?

• For podcasters, Podcast producers and Podcast industry leaders

💥Register now here.

🌏 ELSEWHERE…

1. 🇲🇾. Malaysia : It's digital audio, and it's podcasts that are leading the charge in Malaysia. As creators target particular interests and demographics with their series, this new format is gaining popularity.

2. 🇵🇭 . Philippines : Spotify really rules the Philippine podcasting ecosystem. It was actually its foray into video podcasts that drove its popularity to the next level and changed the game for so many top and aspiring creators.

3. 🇸🇬. Singapore : Simon Lee of Triton Digital discusses how to remove the barriers to purchasing digital audio in Asia in this interview with John Still of Exchangewire.

4. 🇦🇺. Australia :  Australian monthly podcast listening outpaced US listening in 2022 and stays one percentage point ahead.

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

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From The Team

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