Malaysia's Digital Audio Boom: A Dive into the Growing Podcast Trend

Podcast Genre Preferences:  

• Malay Podcasts: Horror and spirituality dominate.  

• Chinese Podcasts: Drama content is highly favored.  

• English Podcasts: Talk shows and health & living topics are the most popular.  

 Triton's exchange now features prominent podcast platforms like Podbean, Spreaker, and RedCircle, offering advertisers access to an impressive array of podcast titles.  

Despite this growth, most podcast consumption still occurs through third-party players and aggregators, highlighting a significant opportunity for owned and operated audio platforms in Malaysia.  

 Listening Habits:  

• Devices: Most audio audiences tune in via mobile devices, especially on weekdays.  

• Locations: Listeners are predominantly based in the major cities of West Malaysia.  

• Live-Streaming: Weekdays see a high volume of audio live-streaming, with sessions lasting up to three hours. Listeners enjoy their favorite radio stations while working or commuting.  

Top Advertising Categories:  

• Shopping  

• Electronics  

• Food & Beverages  

• Banking  

Advertising Opportunities:  

• Broad Reach: Advertisers can target their ads across live radio, podcasts, and music services for extensive reach.  

• Specific Demographics: Long-tail podcasts and niche series titles are highly effective for targeting specific demographics and micro-communities.  

Audio ad campaigns in Malaysia are highly scalable and tailored to meet diverse objectives. The expected growth in podcast downloads next year is 20%, underscoring the format's relentless expansion.  

More direct and programmatic advertisers are anticipated as brands increasingly recognize the value of audio. With easy access to inventory and effective monetization strategies, publishers are growing their audiences and enhancing the appeal of audio advertising.  

For advertisers seeking to tap into the vast potential of live streaming, podcasts, and music platforms through Triton's programmatic audio marketplace, we invite you to reach out to us at marketops@tritondigital.com.