Independent podcast company Acast is now the largest provider of premium podcasts across Asia with new partnerships added to its creator network.
New podcast partners that are available to advertisers through Acast include shows from major publications outside of Asia that have amassed millions of listeners per month, including The New York Times’ The Daily and Modern Love, BBC News’ Global News Podcast, The Economist’s The Intelligence, and The Financial Times’ News Briefing.
Local partners also include podcast networks such as the Philippines’ award-winning PumaPodcast, Podcast Network Asia and South China Morning Post, as well as podcasts such as news commentary series The Daily Ketchup, financial literacy podcast The Financial Coconut, true-crime podcast Ghost Maps, and more.
“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,” said The Financial Coconut founder and host Reginald Koh. “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!”
Acast first launched its presence in Asia in June last year when it appointed digital media expert Timi Siytangco in Singapore as the key account director to lead commercial growth and establish Acast’s first physical presence in the region. The podcast company has since seen a 21% monthly listening increase generated by its podcast partners across Singapore, Hong Kong, the Philippines and Indonesia.
According to the Sounds Smart Asia 2022 research done by Acast on podcast listening habits across Hong Kong, Singapore and Japan, podcast listening in the region is increasing, with 81% of survey respondents stating that they now either listen daily or weekly. Additionally, the research also showed how advertisers can benefit from running podcast campaigns in Asia as listeners proved to be engaged, with 71% stating that they have taken an action after hearing an ad.
“Southeast Asia is quickly adopting podcasts both as consumers and advertisers,” said Siytangco. “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.”