International model elevate measurement firm On Device reveals a brand new discovering on Singapore’s podcast preferences. Showcasing a big tilt in the direction of instructional content material which captures the eye of 28% of month-to-month listeners, making it the most well-liked class.
The research exhibits that 55% of Singaporeans hearken to podcasts month-to-month, with a mean listening time of 1.8 hours day by day. Podcast consumption in Singapore peaks throughout weekend nights, particularly between 10:00 PM – Midnight (21%) .
True Crime (24%), humour/comedy (37%), chat/conversational (26%) and information (23%) are additionally common podcast genres for Singaporeans. Conversely, the least common podcast themes in Singapore embrace arts (8%), science (14%), politics (16%), style (11%), and fiction (12%).
Simon Clarke, Business Director of On Gadget APAC states: “Singapore’s podcast listeners present a definite choice for instructional content material, which we discovered actually attention-grabbing and is far increased than different components of the world corresponding to Australia (24%) and the UK (17%). This highlights how distinctive the market is for advertisers to interact a knowledge-seeking viewers.
“Singaporans additionally use their weekend evenings to hearken to podcasts. That is in stark distinction to Australians who a lot choose to stand up early and eat their favorite podcast between 6:00am and 9:00am whereas on their option to work and Brits who eat them most between 3pm – 5pm.
Day by day podcast listeners are 67% extra more likely to even be day by day broadcast radio listeners, highlighting a powerful cross-media connection, and cell phones are the gadget of alternative for 81% of listeners.
Most well-liked platforms embrace YouTube (55%) and Spotify (51%).
Whereas 66% of listeners choose free ad-supported providers, 38% tolerate adverts without cost content material, although 30% really feel that there’s extreme advert muddle. Key causes for listening embrace leisure (58%) and commuting (34%).
Clarke expands: “What this analysis is telling us is that Singaporians look to podcasts to be entertaining but in addition as an academic instrument. Like many different nations, the overwhelming majority of customers are choosing the free platforms to hearken to podcasts, nevertheless, manufacturers and podcast producers ought to needless to say customers are feeling that the variety of adverts are rising, and aware of how they combine them into their exhibits.”
Compared to the UK, the place 61% hear month-to-month and 22% use sensible audio system, Singapore reveals sturdy engagement by way of cellular units and a choice for instructional content material over the UK’s sports activities choice. These insights come from 804 Singaporean respondents.
Kym Treasure, the CEO of Audacia Audio, highlights the significance of On Gadget’s detailed evaluation of podcast consumption traits amongst Singaporeans for entrepreneurs and media businesses.
“ Understanding how Singaporean shoppers are embracing podcasts is essential for allocation into the medium. This research and knowledge fills a big hole available in the market, prompting entrepreneurs to justify elevated funds allocation to the podcast promoting. With the speedy enlargement of the podcast business, greedy the style preferences and favoured listening occasions of Singaporean listeners is important for media patrons to form their audio methods successfully.”
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