Podcast influence drives retail brand discovery in Singapore

Seven in 10 Singaporean podcast listeners discover new brands, boosting retail consideration.

Podcast hosts are emerging as a driver of retail brand discovery in Singapore, with 70% of listeners reporting they have discovered new products or brands through podcasts, according to a recent market report.

Nearly 69% of listeners said a recommendation from a podcast host led them to consider a brand they had not previously encountered.

The report also found that 97% of Singaporean podcast listeners say a podcaster has changed their mind on an issue. Podcasters rank alongside journalists in credibility for brand recommendations, ahead of social influencers and celebrities.

Seven in 10 weekly listeners said listening to podcasts is the highlight of their day, whilst more than four in five podcast fans both listen to and watch creator content across multiple platforms.

Around 59% follow creators outside of audio, and 75% said trust in a recommendation grows when they see it across a creator’s full ecosystem.

Meanwhile, podcasts are also influencing local culture. Seven in 10 weekly listeners said podcasts significantly shape conversations around major news, entertainment, and sports events.

Four in five marketers surveyed said podcast hosts are one of the most effective tools for shaping brand perception and influencing retail consideration.

Reaching the people who run Asia's businesses is harder than it used to be.

Inboxes are crowded. Attention is short. The executives you most want to reach — the founders, CFOs, and operators who actually move budgets — are the hardest to find through the usual channels. If you're building a company, a category, or a reputation, you already know this.

We've spent twenty years building the room they read. Singapore Business Review is where senior decision makers in Singapore and across Southeast Asia come for business coverage they can't get elsewhere — in print, online, and in person at the summits and roundtables we host across seven markets.

If you have something these readers should know about — a point of view worth publishing, a product worth their attention, an event worth their time — we'd like to hear what you're trying to do.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia