The State of Podcasting, Revenue and Popularity in South East Asia

The podcast industry has seen tremendous growth in the past few years, and South East Asia is no exception. According to a report by Deloitte Insights, the podcast industry in the Asia Pacific region has grown far faster than the overall media and entertainment market. In particular, the Philippines is seen as the launching pad for podcast expansion throughout Southeast Asia.

The most popular podcasters in South East Asia are those who focus on storytelling and news. Ron Baetiong, the founder of Podcast Network Asia, is one of the most popular podcasters in the region. He is known for his storytelling and his focus on Filipino stories. Other popular podcasters in the region include those who focus on news, such as the South Asian Studies at Stanford (SASS) Podcast, which features conversations between the Center for South Asia at Stanford and guests a connection to Stanford.

The amount of money that podcasters can earn in South East Asia varies depending on the size of their audience and the type of content they produce. Generally, podcasters in the region can earn anywhere from a few hundred to a few month.

The most popular topics for podcasters based in South East Asia include news, politics, culture, business, and entertainment. For example, the South Asian Studies at Stanford (SASS) Podcast covers a wide range of topics, from poetry to politics, from manuscript collecting to music, from business to Bollywood. Similarly, Ron Baetiong’s Podcast Network Asia focuses on Filipino stories and culture. [1]

Overall, the podcast industry in South East Asia is growing rapidly, and there are many popular podcasters in the region who are making a living off of their content.



Yes, podcasting can be a good source of income for those who work in the media industry. According to the Pew Research Center, the median wage in 2020 for news analysts, reporters and journalists in the radio broadcasting industry was about $49,000, while editors in the radio broadcasting industry had a median annual wage of about $79,000.[1] Additionally, the Interactive Advertising Bureau reported that self-reported podcast advertising revenue in the U.S. reached $257.4 million in 2017, achieving a Year-on-Year growth of 117%.[2]

The podcasting industry is still growing and is not yet saturated. According to Insider Intelligence, the number of monthly US podcast listeners will increase by 6.1% year-over-year (YoY) to 125 million in 2022.[3] This suggests that there is still room for new players to enter the podcasting industry.



If you are an aspiring podcaster who lives in South East Asia, there are several strategies and topics to discuss in order to be successful in podcasting. Firstly, it is important to understand the podcast landscape in East and South East Asia. According to an article by Podnews, there is an independent podcast creative company based in Jakarta that produces podcasts in both English and Indonesian. This is a great resource to understand the podcast landscape in the region and to get ideas for topics and strategies to use in your podcast.

Secondly, it is important to have a clear strategy for your podcast. Forbes suggests that podcasters should measure success by following two key metrics: velocity of downloads and listener engagement. Additionally, they suggest that podcasters should focus on creating content that is unique, relevant, and engaging.

Finally, it is important to choose topics that are relevant to the region. The XA podcast is a great resource for understanding the early stage investing ecosystem in the region. Additionally, the GHOST MAPS podcast is a great resource for understanding true Southeast Asian horror stories.

Overall, understanding the podcast landscape in East and South East Asia, having a clear strategy for your podcast, and choosing topics that are relevant to the region are all important strategies for success in podcasting in South East Asia. [1]



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