Acast, the world’s largest impartial podcast firm, has launched the primary ever analysis on podcast listening habits in Asia. The report – Sounds Good Asia 2022 – reveals why folks in Asia are listening to podcasts, how and after they’re listening, and the chance for podcast promoting within the area.
Acast commissioned Attest to survey folks in Hong Kong, Singapore, and Japan, aged 18 or over, who take heed to podcasts not less than as soon as per week. The analysis centered on three key areas: consumption, engagement, and receptivity.
The findings reveal:
Podcast listening is rising. 81% of podcast listeners in Hong Kong, Singapore, and Japan now hear day by day or weekly.
The bulk (90%) of listeners end all or most of a podcast episode, and 70% say they’re most centered when consuming podcasts than different media – together with TV streaming (64%), social media (60%), and business radio (51%).
Podcasts type a substantial a part of listeners’ media consumption, with folks listening for seven hours on common every week. When requested the place they hear, 64% stated enjoyable at residence, 44% stated when in transit or whereas commuting, 30% stated whereas working, and 19% stated whereas operating errands.
Contemplating the content material being listened to, greater than half (51%) of respondents stated their go-to podcasts are for leisure functions, with rest shut behind (49%). Listeners additionally wish to be taught one thing new (23%) and keep away from display time (20%).
Podcast promoting is already making an impression in Asia, with almost three-quarters (71%) of respondents saying they’ve motion after listening to advertisements on a podcast, whereas a 3rd (33%) additionally stated they’ve searched to extra details about a services or products.
Meg Davies, Managing Director, Worldwide at Acast, stated: “We consider that Sound Good Asia is the primary ever podcast-specific analysis in Asia, and the outcomes actually underpin simply how vital podcasting has turn into right here. Since our launch in Singapore earlier this 12 months, we’ve witnessed the recognition of podcasts amongst listeners and advertisers skyrocket.
“We all know there’s an important alternative in Asia – particularly when contemplating the journey of our different, extra advances markets – comparable to Sweden, the UK, and the US – and firmly reveals that momentum is constructing. Now’s the time for creators and advertisers to get entangled.”
