Staff Reporters
Sep 7, 2023

93% of Singaporeans listen to podcasts as part of their daily routine

TOP OF THE CHARTS: Acast’s Sounds Smart Asia 2023 report finds people in Singapore are turning to podcasts as their preferred media choice, positioning them as the most influential media channel in the country.

93% of Singaporeans listen to podcasts as part of their daily routine

Source: Acast’s Sounds Smart Asia 2023 report

Key findings: 

  • 93% of respondents in Singapore embrace podcasts in their daily routines. 
  • When asked about focus while consuming various types of media, podcasts ranked at the top (72%), surpassing streaming TV (68%) and social media (64%). 
  • Over a third of respondents stated that podcasts are motivational, thought-provoking, and highly useful for learning. 95% of respondents stated that podcasts discuss "things of interest.”
  • 74% of respondents agree that podcast advertising improves brand perception and 62% believe podcast advertising to be more influential than other media. 
  • Over half of Singaporean podcast listeners admitted to making a purchase after hearing a product advertised on a podcast. 
  • 86% of listeners regard podcast hosts as authentic and highly knowledgeable, 66% of respondents trust podcast hosts to genuinely endorse brands, while 64% believe them to be more trustworthy than most people in the media. 


Acast commissioned Attest to survey individuals in Singapore aged 18 or over, who regularly listen to podcasts at least once a week. The research was designed to replicate the focus of the 2022 study, delving into aspects such as podcast consumption, engagement, and receptivity, to provide an up-to-date outlook on the current podcast landscape. 

Other findings:  

  • 57% of listeners listened to their podcasts on Apple, 23% on Spotify and 20% on other listening apps.
  • 82% of podcast listeners say hearing a brand in a podcast improves their perception of the brand.
  • 21% of podcast listeners have discovered a new brand on a podcast.
  • 49% looked at the brand’s social media because of a podcast ad.
  • Host Reads format like Ted Talks Daily saw a 246% lift in unprompted brand recall, ads by Glenfiddich saw 139% lift in brand favorability and a branded episode by PayPal saw 445% increase in spontaneous awareness. 
Campaign Asia

Related Articles

Just Published

10 hours ago

Agency Report Cards 2023: We grade 31 APAC networks

Campaign Asia-Pacific presents its 21st annual evaluation of APAC agency networks based on their 2023 business performance, innovation, creative output, awards, action on DEI and sustainability, and leadership.

11 hours ago

Not dead yet: Is it time for brands to invest more ...

Age should be seen as a creative asset, not a hindrance to new thinking, Hot Pickle's Rupert Pick writes.

12 hours ago

'We are now a performance business': DoubleVerify's ...

On a recent trip to Singapore to attend Campaign 360, CEO Mark Zagorski spoke to Campaign about the company's expansion into social-media measurement, retail media, and AI plans.