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Podcasting in Asia is growing. Fast. Since Acast launched in Singapore, an exponential increase in Acast’s podcast partners has generated a 21% monthly listening increase across Singapore, Hong Kong, The Philippines, and Indonesia between June 2022 and Feb 2023, firmly establishing podcasting as a new media habit.
Acast podcast partners now include the chart-topping The Daily Ketchup, The Financial Coconut and Sparksine, PumaPodcast – the Philippines' first and most award-winning network, Crazy Smart Asia from Tatler, Ghost Maps from Hantu, and the networks of South China Morning Post and Podcast Network Asia.
With audiences listening up to two hours per day*, consuming in particular the categories of Business, Personal Finance, Curious Thinkers, Young Affluents, and Horror, to name a few, it’s proof that podcast listeners are engaged with a wide variety of topics. It’s also clear that there is an appetite for content from outside of Asia with The Daily and Modern Love from The New York Times generating millions of listens per month - advertisable through Acast.
Timi Siytangco, Key Account Director in Asia, observes: “Southeast Asia is quickly adopting podcasts both as consumers and advertisers. Now that listening has become a habit, and Acast is established as the leading provider of premium, exclusive content in Singapore and the wider region, there is a unique opportunity for advertisers to take advantage of this high-attention media with ease. The combination of Acast’s experience and expertise globally, now with the incredible slate of content in Asia makes the process of running a highly effective advertising campaign simple.”
Speaking of the relationship he has with listeners and brands, Reginald Koh, Founder and Host of The Financial Coconut observes, “I am the first personal finance podcaster in Singapore and I have found deep resonance with my audience, unlike anything I’ve experienced with other forms of content. Podcasting allows for hours and hours of consumption which makes it easy for listeners to create serious affinity with the brand advertised or the host. I’ve met many of my fans and sometimes I wonder how they know me better than myself!”.
Later this year, Acast will be presenting at Content360 to discuss how decision-makers should include podcasts in their marketing strategies, and it will present the second iteration of Sounds Smart Asia, the most comprehensive podcast-specific research in the region.
*Findings from Acast’s first Sounds Smart Asia, the most comprehensive research on podcast listening in Asia.
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