400 million working adults listen to podcasts every week in the Asian Pacific region. China, India and Indonesia account for 70% of the listener base.
Asia is playing catch up on the “West” but it’s clear that with 2/3 of the world’s middle class living in the region by the end of 2030 and no strong incumbent comms industry, Asian corporates will go digital first and adopt podcast over traditional PR
We estimate early stage markets e.g. India, Indonesia, Singapore, Malaysia, Philippines and Thailand offer the most significant growth potential within the next 5 years as weekly listener penetration varies between 7 and 17%. When these markets reach US consumption levels, market will grow 200-250%. When they reach South Korean levels, market will grow 300-400%.