Want to break into podcasting in Asia? 5 takeaways from The Podcast Show
.jpg)
At The Podcast Show London this year, Acast hosted a panel on podcasting in Asia for the first time. A fast-growing region, it has been unrepresented on stage until this point, but the session was full, underscoring interest from creators, publishers and advertisers who want to understand this diverse and dynamic region.
We had two goals for this discussion – emphasize that Asia is not a monolith but rather distinct markets, each requiring an individual approach, and share practical insights from two podcasters who have successfully grown an audience and business.
Our panelists were Jen Bennett, Commercial Director at History Hit, and Yi Yang, co-founder of JustPod China, the country’s largest podcast network, both with extensive experience on the ground.
Here are the takeaways:
Podcasts vs. Legacy Media
Unlike traditional media forms, which often see new media as a threat, podcasting is perceived as a complementary platform. This is especially beneficial for new production companies and content creators transitioning from television or radio, as podcasting offers an open field without the resistance often encountered in legacy media. The historical significance of radio in the region serves as a gateway to podcast adoption, and the local appetite for innovation levels the playing field for new podcasters.
Partnerships
Having boots on the ground is essential, for both production and understanding the true opportunities in a market. When History Hit produced Echoes of History in partnership with Assasin’s Creed Shadows, set in feudal Japan, they partnered with history experts in Japan who provided deep insight into their content.
Speed and Innovation
A striking feature of buyers in Asia is their rapid pace and willingness to experiment. Decision-making processes are swift – this agility allows for immediate feedback and adjustments, as evidenced by the direct responses from Acast’s advertising partners over the past two years. Equally, you will get quick feedback when something isn’t a fit. To minimize the pain and accelerate uptake, come with products, solutions, and communications tailored to the local market. This can include seemingly obvious things like support for local languages and payment systems.
Show Up
During the show, several podcasters asked how there could be opportunities for their podcast in specific Asia markets. Our advice: take the time to understand who your target audience truly is, speak to people with experience who can provide specific information, and show up. All assumptions are likely to change once you’re physically present.
Navigating China’s Unique Ecosystem
China's podcast ecosystem is a "walled garden," where podcasts serve as a counterbalance to the rapid consumption culture driven by platforms like TikTok. Chinese listeners are particularly receptive to branded content, valuing the deeper engagement and storytelling that podcasts offer. For example, JustPod produced a custom-branded podcast for LVMH, the China version of Louis Vuitton [Extended] – not a translation but an entirely new show for the market. LVMH saw this as a worthwhile investment because it could deliver logically relevant storytelling to an affluent, attentive audience.
One thing we all agreed on is the future of podcasting in Asia is positive. The region's diversity, rapid pace, and openness to innovation present unique opportunities for podcasters and brands. It’s ripe for authentic storytelling and deeper audience engagement, and we will continue to push innovative branded content and cross-platform expansions as we know there is an appetite for it.
We knew already, and firmly know now, that Asia is a podcasting landscape of interest to the West, and it’s our role to educate on what’s possible, the opportunities, and how to seize them. Onwards and upwards!
At The Podcast Show London this year, Acast hosted a panel on podcasting in Asia for the first time. A fast-growing region, it has been unrepresented on stage until this point, but the session was full, underscoring interest from creators, publishers and advertisers who want to understand this diverse and dynamic region.
We had two goals for this discussion – emphasize that Asia is not a monolith but rather distinct markets, each requiring an individual approach, and share practical insights from two podcasters who have successfully grown an audience and business.
Our panelists were Jen Bennett, Commercial Director at History Hit, and Yi Yang, co-founder of JustPod China, the country’s largest podcast network, both with extensive experience on the ground.
Here are the takeaways:
Podcasts vs. Legacy Media
Unlike traditional media forms, which often see new media as a threat, podcasting is perceived as a complementary platform. This is especially beneficial for new production companies and content creators transitioning from television or radio, as podcasting offers an open field without the resistance often encountered in legacy media. The historical significance of radio in the region serves as a gateway to podcast adoption, and the local appetite for innovation levels the playing field for new podcasters.
Partnerships
Having boots on the ground is essential, for both production and understanding the true opportunities in a market. When History Hit produced Echoes of History in partnership with Assasin’s Creed Shadows, set in feudal Japan, they partnered with history experts in Japan who provided deep insight into their content.
Speed and Innovation
A striking feature of buyers in Asia is their rapid pace and willingness to experiment. Decision-making processes are swift – this agility allows for immediate feedback and adjustments, as evidenced by the direct responses from Acast’s advertising partners over the past two years. Equally, you will get quick feedback when something isn’t a fit. To minimize the pain and accelerate uptake, come with products, solutions, and communications tailored to the local market. This can include seemingly obvious things like support for local languages and payment systems.
Show Up
During the show, several podcasters asked how there could be opportunities for their podcast in specific Asia markets. Our advice: take the time to understand who your target audience truly is, speak to people with experience who can provide specific information, and show up. All assumptions are likely to change once you’re physically present.
Navigating China’s Unique Ecosystem
China's podcast ecosystem is a "walled garden," where podcasts serve as a counterbalance to the rapid consumption culture driven by platforms like TikTok. Chinese listeners are particularly receptive to branded content, valuing the deeper engagement and storytelling that podcasts offer. For example, JustPod produced a custom-branded podcast for LVMH, the China version of Louis Vuitton [Extended] – not a translation but an entirely new show for the market. LVMH saw this as a worthwhile investment because it could deliver logically relevant storytelling to an affluent, attentive audience.
One thing we all agreed on is the future of podcasting in Asia is positive. The region's diversity, rapid pace, and openness to innovation present unique opportunities for podcasters and brands. It’s ripe for authentic storytelling and deeper audience engagement, and we will continue to push innovative branded content and cross-platform expansions as we know there is an appetite for it.
We knew already, and firmly know now, that Asia is a podcasting landscape of interest to the West, and it’s our role to educate on what’s possible, the opportunities, and how to seize them. Onwards and upwards!
