Across Asia Pacific, podcasts are most popular in South Korea, according to the latest data from the Reuters Institute for the Study of Journalism. Nearly 60% (58.4%) of respondents in South Korea listened to a podcast in the last month, the highest level seen across the six markets covered. This contrasts with an average penetration of 42.0%, far higher than the level seen in North America.

Podcasts are far less popular in Japan, however, where only 26.3% said they had listened to one in the past month. Australia and Singapore were also below the regional average, at 32.8% and 32.3% respectively.

The region has seen a rise in audio consumption year-on-year, just shy of the two hours per day mark. Interest in podcast advertising has grown recently, likely due to the personal voice and strong listener attachment that they provide. However, brands must clearly signal their presence in order to distinguish between advertising and content.