Singapore Ascends to the Top 5 in APAC for Digital Audio Consumption

Key Drivers of Growth 

1. Engaging Content and Growing Audiences

• Local publishers like Mediacorp and SPH Radio dominate the scene, drawing in the largest audiences.  

Podcast platforms such as Spreaker, Podbean, and RedCircle are introducing a wealth of international and local podcast series, enriching the marketplace with diverse content.

2. Advertiser Adoption

• Leading brands like Shopee, Lazada, DBS, and Foodpanda are integrating audio into their marketing strategies through direct and programmatic media buying.  

• The effectiveness of audio advertising is evident as it cuts through the clutter with low skip rates.  

 3. Language and Content Preferences

• Chinese audio content leads the way, closely followed by English.  

• Singaporeans prefer listening to Adult Contemporary, Oldies, and Top 40 music, as well as Sports, News, Politics, Comedy, and Mental Health podcasts.  

Consumption Trends  

• Live Radio: Most live radio listening occurs on weekdays during office hours.  

• Podcasts: Mid-week is prime time for podcast consumption, with many Singaporeans tuning in to up to three podcasts per week, primarily via mobile devices on Spotify or Apple Podcasts.  

Market Outlook for 2024  

We anticipate a 50% growth in programmatic advertisers in Singapore's digital audio market in 2024 compared to 2023. Ad networks like Singapore Media Exchange and Audacia Audio connect advertisers to audiences for small and large campaigns.  

Local advertisers are expected to continue increasing their investments in audio, recognizing its proven effectiveness in reaching audiences and delivering impactful messages.  

Stay tuned as Singapore continues to pace digital audio innovation and 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.