493: How Brands Can Use Podcasts to Reach Asia’s $30 Trillion Middle Class | Asia Tech Podcast

493: How Brands Can Use Podcasts to Reach Asia’s $30 Trillion Middle Class


Asia Tech Podcast Episode #493

Spotify has spent $400m on acquiring a winning strategy in podcasting. Their acquisitions include Gimlet Media, Anchor and Parcast. While the industry has analysed this strategic direction in detail, nobody has broken this down for Asia.

In Asia Tech Podcast 493, my colleague Prarthana Sibal joins me to look at the podcast opportunity in Asia. We unpack Asia’s $30 trillion middle class and frontrun the demographic trends that could make Asia a huge greenfield market. We discuss why young girls are avid consumers or true crime podcasts, why Asian brands have a substantial storytelling gap that won’t be filled by legacy or ad agencies, and how the podcast market in Asia could be potentially bigger than the rest of the world.

About Asia Tech Podcast Show Host Graham D Brown

Graham D Brown is podcast host of Sounds of Our City, Pitchdeck Asia and Asia Tech Podcast. Founder of Pitch Media Asia – Asia’s largest Podcast Media House. He is a regular public speaker on the theme of digital transformation, podcasts and storytelling, an avid podcaster with over 500 episodes published. Notable podcast guests include Tony Fernandes, CEO AirAsia. Graham is passionate about helping grow the Asian podcast market. He is also author of the report: Podcasting 2020 – A Playbook for Asia which contains case studies and statistics on the growth of podcasting in the world’s largest media market. To stay up to date with the latest trends about Digital Transformation in Asia, follow Graham’s updates by joining his newsletter at the bottom of this page.