In the second half of 2023, brands across Asia began to significantly embrace podcasts as part of their marketing strategies, driven by the emerging "Sound Economy." This term reflects the idea of using sound to create value, and podcasts have become a favored medium among younger audiences for their in-depth content and sense of companionship.
According to eMarketer, podcast consumption in China is projected to grow at an annual rate of 15.8% from 2023 to 2024, the highest globally. Chinese podcast listeners tend to be young, well-educated, and concentrated in major cities, with an average listening time of 4.1 hours.
According to eMarketer, podcast consumption in China is projected to grow at an annual rate of 15.8% from 2023 to 2024, the highest globally. Chinese podcast listeners tend to be young, well-educated, and concentrated in major cities, with an average listening time of 4.1 hours.
Luxury brands have quickly tapped into this trend. Louis Vuitton launched its Chinese-language podcast on Little Universe in October 2023, and Italian luxury brand GIADA introduced a podcast on Ximalaya, hosted by the popular Lu Yu. These podcasts align well with the brands' target demographics, extending their narratives and values.
Sports brands are also leveraging podcasts. Patagonia's "Patagoniac" podcast, launched in 2021, focuses on brand stories and environmental issues, reinforcing its eco-friendly image. Nike's "Nai Listen" (耐听), started in 2022, has created an online community of loyal listeners. In 2024, Anta partnered with National Geographic China to launch the outdoor podcast "A Walk Around the World" (甲行天下), further enhancing the brand's presence in the sports sector.
Brands without their own podcasts often collaborate with popular podcasters. For example, the South African Tourism Board partnered with the comedy podcast "Wuliaozhai" (无聊斋) to promote travel to South Africa through humorous storytelling, effectively engaging listeners.
Podcast listenership is robust across the Asia-Pacific region. Markets like Indonesia and Thailand have high proportions of regular listeners, with 57% and 52% respectively, while Japan lags with only 10% of consumers listening for an hour or more per week.
