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.

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