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.
264 page digital PDF copy of Leadership in the Exponential Era available for free direct download from Dropbox.
Podcasting for Brands™ Book
The go-to guide for brand Leaders and podcast managers who want to know what’s working in the world of business podcasts today. Drawing from our team experience of producing over 600 podcasts and 30 brand case studies including Facebook, Slack, Andreesen Horowitz, Amazon Web Services, Netflix and Google.
136 Page Guide with recommendations on how brands should approach podcasts and what is required to make podcasts sustainable and successful long term.
30 Case Studies of Brand Original Podcasts
The Pikkal Podcast Quadrant – a map to help understand the different types of Brand Original Podcasts
Analysis of business objectives, podcast call to action and meta themes
10 Headline Statistics on the global podcast market.