28% of Singaporeans prefer educational podcasts

Global brand lift measurement company On Device reveals new findings on Singapore’s podcast preferences. Showcasing a significant tilt towards educational content which captures the attention of 28% of monthly listeners, making it the most popular category.

The study shows that 55% of Singaporeans listen to podcasts monthly, with an average listening time of 1.8 hours daily. Podcast consumption in Singapore peaks during weekend nights, especially between 10:00 PM – Midnight (21%).

True Crime (24%), humour/comedy (37%), chat/conversational (26%) and news (23%) are also popular podcast genres for Singaporeans. Conversely, the least popular podcast themes in Singapore include arts (8%), science (14%), politics (16%), fashion (11%), and fiction (12%).

Simon Clarke, Commercial Director of On Device APAC states: "Singapore’s podcast listeners show a distinct preference for educational content, which we found really interesting and is much higher than other parts of the world such as Australia (24%) and the UK (17%). This highlights how unique this market is for advertisers to engage a knowledge-seeking audience.

“Singaporians also use their weekend evenings to listen to podcasts. This is in stark contrast to Australians who much prefer to get up early and consume their favourite podcast between 6:00am and 9:00am while on their way to work and Brits who consume them most between 3pm - 5pm.”

Daily podcast listeners are 67% more likely to also be daily broadcast radio listeners, highlighting a strong cross-media connection, and mobile phones are the device of choice for 81% of listeners.

Preferred platforms include YouTube (55%) and Spotify (51%).

While 66% of listeners prefer free ad-supported services, 38% tolerate ads for free content, though 30% feel there is excessive ad clutter. Key reasons for listening include entertainment (58%) and commuting (34%).

Clarke expands: “What this research is telling us is that Singaporians look to podcasts to be entertaining but also as an educational tool. Like many other countries the vast majority of users are opting for the free platforms to listen to podcasts, however, brands and podcast producers should keep in mind that users are feeling that the number of ads are increasing, and be mindful of how they integrate them into their shows.”

In comparison to the UK, where 61% listen monthly and 22% use smart speakers, Singapore exhibits strong engagement via mobile devices and a preference for educational content over the UK’s sports preference. These insights come from 804 Singaporean respondents.

Kym Treasure, the CEO of Audacia Audio, highlights the importance of On Device’s detailed analysis of podcast consumption trends among Singaporeans for marketers and media agencies.

“Understanding how Singaporean consumers are embracing podcasts is crucial for budget allocation into the medium. This study and data fills a significant gap in the market, prompting marketers to justify increased budget allocation to the podcast advertising. With the rapid expansion of the podcast industry, grasping the genre preferences and favoured listening times of Singaporean listeners is essential for media buyers to shape their audio strategies effectively.”