Podcast Market Update in Asia! Q3 2019 #5

In this episode, I try to connect a few datasets together: from global smartphone usage, to OS’s (OSses? Oh-Esses?) and the advent of Spotify for Podcasters and Google Podcast in Asia.

Then, I give my personal thoughts to how you should position yourself as a podcaster company, brand and potential player to this exciting region! 😄

Full Credits, Articles, Links

Full Transcript

Norman here from Podlovers Asia, giving you a quick market update. Let’s get right into it.

I wanted to introduce this new segment called Market Update, where we take a look at articles and reports on smartphone usage, as well as platforms where podcasters are listening to their favorite shows, etc., on the app of their choice, but I’ll try my best to focus on Asia.

0:30 Let’s take a look at some global numbers for the first part. So, an article from macworld.co.uk reported on the 8th of February, talks about the iPhone vs Android market share where Android has quite a large percentage compared to iPhone. On a global scale, it’s at 74.45% compared to iPhone’s 22.85%. This is in February. Going in a little bit more granular: we have China, which is at 73.67%, and iPhone at 24.79%.

1:14 So what does this mean? It means that while iPhone still has a strong brand, and that Apple Podcast is still a core part of the podcast industry, globally, the majority of users around the world will have Androids, nearly 75%. And that means that they are most likely to have podcast listening apps that are associated with Android. Well, most likely, such as Spotify, Google Podcasts, Castbox, etc.

1:45 What’s interesting about the previous article is that was reported in February 2019. But by finding some stats for October 2019, the Mobile Operating System Market Share Worldwide Provided by Statcounter reports that Android now has 76.67% market share, as opposed to iOS, which is 22.09%. And the rest is quite a number such as Samsung, Windows and Ky OS, each of them being less than 0.5% respectively.


So as much as Android and iOS have been, you know, butting heads against each other for quite a while the past few months, Android still has been taking over quite a number of markets. So that’s quite an overview of how smartphones are doing right now. And we like to focus on smartphones for the time being because quite a lot of listeners are using smartphones as a key component of their audio content consumption behavior.


Now on podcasts specifically, an article by Voxnest, talks about the Apple versus Spotify data and I’m looking at two articles here, one on the October data and one on the September data. September, they’ve been quite active, taking over majority market share for a lot of countries around the world, such as Norway, France, Romania, Tunisia, Morocco and Israel. And now they have claimed more countries such as Sweden ever since. Spotify is pushing for the realm of podcasting to be included on their platform. They have been quite active in their efforts ever since their efforts in doing so, or in promoting their Spotify for Podcasters in Brazil, supposedly making the first worldwide podcast summit, it’s been evident that Spotify has really been pushing for podcasters to join their platform and I guess in that way, gaining their market share. And on the flip side, Apple Podcasts. Well, there were plans to fund original podcast back in July, as mentioned In a different article, but there hasn’t been that much of a push compared to what Spotify is doing.

4:07 But we can’t focus on just one source of data. Another study by ScientiaMobile says 63% of the world’s smartphones run on Android. So, you know, 76%, 63%. We don’t really know what the actual percentages are because I think it’s a little bit bias in certain ways. I think it’s to do with the way that these numbers are being collected, their methods of procuring these percentages are maybe limited by certain factors, but we can never tell. Either way, I will post the links to these respective articles for you to compare and make your own decisions and conclusions in the show notes.

4:50 Further on, James Cridland of Podnews, has reported that at least 80% of Android users have the Google Podcast player (if not app) for installed, which is interesting. I like to think of that as Google’s efforts to adapt towards smartphone users who are willing to listen to audio on demand, or audio on the go. And on podcasts specifically, Google’s efforts have been really great recently, especially with how immersive and accessible the Google Podcast app is. And most phones have already Google Podcast app installed, which is great. Like I didn’t have to think about it. Personally, I switch between Google Podcasts and Castbox. So once in a while, I look at the podcast app from Google and you know, take a look at how the UI is and how easy it is to search specific shows. And you know, they’re on their way there which is fantastic.

5:55 Moving into Asia-specific information. Let’s get right into it. From the same article and/or page by ScientiaMobile, they talk about something called the Mobile Overview Report (MOVR), which is a report that ScientiaMobile does to talk about specifically, timely data about device usage trends focusing on smartphone, tablet and feature phone usage. They have their own internal data sources averaging over a 1 billion hits per month. So that is quite a critical mass of data that they are working with. And looking at the Asia findings for Q3 2019: Asia smartphone usage reached up to 91% as smartphone 4% as tablets and 5% as feature. We have data as well for top five smartphones and top five tablets. But they’re all Apple-specific. So you have Apple iPhone next at 4% and quite a number of models 3% respectively.

6:58 But this is the interesting thing: although Apple dominates the top five smartphones and tablets purchased across Asia, the overall OS used by smartphone users in Asia specifically consist of 71%, Android and 28%, iOS, and others at 1%. So this is fascinating. If you are a podcaster and you really, really, really want to penetrate the Asian market, the market consists of theoretically 71% Android and 28% iOS, if you are specifically targeting listeners who hold the behavior of listening to their podcasts on their phone, or on their mobile device, so that is something to take into consideration.

7:45 From the other side we have extra information from XtraInsights, which is posted on radioinfo.com.au. Of course, I will be posting all these links to the show notes right below. Their method is this: they have reached out to 3000 participants aged 16 to 39, across eight countries in the Asia Pacific region. And let me bring up the countries that are involved: Malaysia, New Zealand, Australia, Singapore, Philippines, Vietnam, Indonesia and Thailand. XtraInsights really wanted to dive into the trends in audio and media consumption throughout the Asia Pacific region, and these findings are posted online. So fantastic. Just going to point out some notable pieces of data from this article, you really should look at this data like it’s amazing. It’s pretty, pretty fascinating because you can even categorise it by country and by gender and by age range. So the data is quite granular.

8:53 We talked about whether or not these users listen to radio at all, and what equipment do they use most to listen to the audio or to their favorite audio content, sorry. Quite a large percentage still used AM/FM devices: So Malaysia 56%, New Zealand 67%, Australia 69%, Singapore at 43% Philippines at 44%, Vietnam at 32%, Indonesia at 44%, Thailand at 28%. And slowly but surely the other major category in this part, ‘What equipment do you use to listen to radio’ is smartphone. So I can see, Vietnam smartphone usage is at 45%, so that means 45% of Vietnamese people use their smartphones to listen to radio. It’s the same for Indonesia at 38% it’s the same for Thailand at 49%. While on the other side, Malaysia at 17%. Malaysia does not listen to radio via smartphone, they prefer radio, or I mean they prefer AM/FM devices, to the assumption is via their cars.

10:03 On listening to music specifically, there is a whopping 77% taken by smartphone for every country. So throughout these several countries that we have listed out 77% of the 3000 participants use their smartphones to listen to music. We can safely say that that’s perfectly fine. And specifically on podcasts, the percentages, or the frequency of people listening to podcast throughout these countries vary quite a lot. Just quite fantastic. So let’s take a look. For Malaysia, every day, they will listen to podcasts is at 27%. And ‘every now and then’ is 9%. ‘Never’ is at 14%. And there’s plenty more here. In comparison: ‘Every day’at 60% for Indonesia, ‘every now and then’ for 10% and ‘never’ for 25%. This is really fascinating, the more deep diving into this information that the more interesting it does, it gets. Everyday at 19% for Thailand, every day 18% for Vietnam, there is a market for each and every country listed. It’s just a matter of trying to aggregate all that, build a community around that. And being able to map out what people search for, what shows they mainly listen to. It’s not like this data set goes all the way to the point of like, what shows do you listen to what you be quite, shall we say invasion of privacy, because if you secretly know what kind of shows I listened to, then I will be a little bit uncomfortable, but that’s a different story altogether.


And on the last note, I would like to highlight this other piece of data right here. The question is, which streaming service do you use most? Spotify is quite up there on the board for most of the country’s except for Thailand and Vietnam, so in Australia, Spotify 56%, Indonesia, 18%, Malaysia 20%, New Zealand, 56%, Philippines 62%, and Singapore 53%. Apparently, Spotify isn’t doing as well in Thailand and Vietnam at 5% and 7%, respectively. And the greatest competitor for streaming services is YouTube for just about every single country. So while Malaysia is at 20% for Spotify, the streaming service they use the most is YouTube at 42%, Singapore 32%, respectively, and Thailand, and Vietnam at 38 and 49%, respectively. So, these are really interesting findings.

12:48 Now, what can we take from all of this? Here I will share my Podlover’s Thoughts, which is a prototype segment that I’ll put in sometime in the near future for these episodes. Spotify is on a good track right now, while they are pushing for podcasters to be included into their platform, they are also allowing that to be part of their main marketing strategies for each and every one of these countries. So though I’m talking about specifically Asia, they’re doing very well, in Philippines at 62%, streaming services, and Malaysia, Indonesia, I’m going to assume that they’re going to grow quite a lot in terms of using Spotify as the main streaming service for say music. Although this data set, this last data set that I’m really clamming down on right now is focusing on audio and media consumption, as well as music, podcasts and radio, which is quite a broad range of things to look for. In this 10 question data set. It is quite, I feel quite optimistic about how the growth of the podcasting market is for these countries. At the very least, I would really want to see Spotify commit to a certain level of community building: where maybe by going into collaborations or partnerships with either independent podcasters or podcasting networks in these countries, to help build them, sponsor them, partner with them and, you know, create value together and then actually establish a formal podcast market for each and every country. If Spotify can help inject resources that way, that will be fantastic. Because then it’ll be easier for research companies say like XtraInsights or, or ScientiaMobile to report better: there will be one formal market where all this kind of data will be aggregated. Listeners will know where to go when they think of the word podcast in their respective countries. And Spotify will be definitely associated that way with them. If Spotify can capitalize on this, this high level growth, and I think of it as high level growth, this bullish market for them for this year, in a world where you have like 63% smartphone usage, that is Android and Spotify has a huge advantage over that than Apple podcast, then I think Spotify is on a good track. I would love to see more and more Spotify regional events. We’ve seen the worldwide summit for Spotify for Podcasters. In Brazil, is there going to be an Asia version? I never know. That would be fantastic. If somebody knows anybody at Spotify, to let them know that we are available, there is demand for podcasting events in Asia, as seen in Asia Podcast Summit and the Awards. That was more than enough excuse for shows from all across the region, to aggregate and coming together and add value and bring these experts to bring in their insights from their countries and from their experiences, which is fantastic. I would love to see Spotify play a big part in that as well. And eventually maybe we can get XtraInsights or ScientiaMobile to do a state of industry report, or a podcast industry report in Asia for these countries, which would be fantastic.

16:07 So personal thoughts, Spotify, you’re doing really great. And the Spotify for Podcasters, the dashboard, making it really easy for people from different hosts to be part of Spotify, which is great, right? It’s just a click of a button for me. I mean, it depends on your host. But for me, it’s just one button, which is great. I hope to see more from all the players and all the podcast creators, the show hosts, the networks, the companies to contribute to these data sets. So that entities that require a critical mass amount of data before they can commit to a decision, if it can contribute to the data, and this data is made available for these entities to come in, then well, Asia’s podcast market would be really stabilize pretty much. It’ll be amazing. It won’t just be Asia Pacific region. data, it’ll be ASEAN region. It’ll be Southeast Asia or be East Asia, it’ll be South Asia as well. And they’ll be fantastic. Either way, this is a golden moment right now, quite a large number of smartphone users in Asia have Android as their main OS, they have Google Podcasts already installed. So if you are a show host, then you should get your show on there. And if they’re not on Google podcasts, listening to their favorite shows on that app, then they might be on Spotify, then you should get your show on there as well. If you’re a brand or a company, and you’re interested in tapping into this, growing listenership across Asia, these two apps are probably what’s up there right now, these two and most likely Castbox as well. I hope I can get in the future, if I could get some some data on listenership by hosting platform per country that will be fantastic. But I might have to reach out to some people that way. But that is for another episode. That’s it for now, for the Market Update for November 2019, or at least for the past few months of 2019. Take care. This is Norman, and I will see you in the next episode. Subscribe in your favorite app, like Spotify, or Castbox or Google Podcasts, or Apple podcast, or wherever you get your show. And reach out to me if you need some better, a little bit of a better understanding of what is happening across Asia. Take care, and see you soon.

Google, Asian Identity and Diversity: Reflection after Asia Podcast Summit #4

In this episode, I reflect on what happened during the live event of the Asia Podcast Summit, setting it up, and my take on what’s coming next!

During the event, we had a couple of talks:

  • Google and The Future of Podcasting by Stacie Chan, Google
  • Content Creation With Mics by Adwin Lin, Audio Technica
  • Podcasting In Asia: Challenges and Trends: a panel discussion moderated by yours truly, with panelists Niki Torres of Chief Best Friends podcast, Danny Koordi of Fabl Productions and Rindo Ramankutty of the Livin’ it up in the Lion City! Podcast.

We also had the announcement of the Asia Podcast Awards which you can check out at the Asia Podcast Awards website!

All in all, in this episode I reflect on

  • Creating a podcast virtual summit with fellow team members
  • Discussions in the QnA sessions with speakers on what Asian podcasting needs
  • The key takeaway points on podcasting here (the point on having an Asian identity is my favourite!)

I’m so grateful for the experience. Here’s to many more just like it, for the podcasting scene in Asia! 🔥


Asia Podcast Summit


Notable Persons

Stacie Chan, Global Product Partnerships Manager, Asia-Pacific at Google

Bill Poorman, Co-Host of the Foreign Influence Podcast

Nikolaj Groeneweg, Co-Host of the Foreign Influence Podcast

Niki Torres, Host of the Chief Best Friends Podcast

Rindo Ramankutty, Host of the ‘Livin’ it up in Lion City!’ Podcast

Danny Koordi, Independent Producer at Fabl Productions and Founder of Podcast SG

George Putong, APAC Content Marketing Exec at LinkedIn

Ling Ling Tai, Co-Founder of MeaVox Live

Raven Lim, Co-Founder of MeaVox Live

David Wang, Founder of ClickWP

Sheen Galupo, Marketing Coordinator

Full Transcript

This is Norman from Podlovers Asia, giving you a little update on what has been happening with the Asian Podcasts Summit, or Asia Podcast Summit. Sorry. I just came back to Kuala Lumpur, after spending a few days there to help with the physical event and prepping for the virtual summit as well as the Q&A session. And it’s been amazing.

So flying in, we had to prepare for the physical live event at Google Singapore, hosted by Stacie Chan of the Google partnerships department. I’ll definitely write Stacy’s official title here because it’s been, it’s quite an early morning we’re at 6:40am and I really want to take time to reflect on this so big thank you to Stacie for being able to provide this venue and hosting us, podcasts lovers and enthusiasts.

So MeaVox Live and the rest of the team, we were setting up the event we had Nikolaj Groeneweg and Bill Poorman to help out with setting up tech. Bill was there to monitor us while we were having video sessions of all the talks recorded, so that we can provide them as content later on for avid listeners and fans who want a, you know, a downloadable version of the talks that were happening today, on that day. Speaking of talks, we had quite a few.

We had Stacie coming in to talk about the future of podcasting, and what is Google is trying to do. That’s ranging from the Google Creators Program, which is aimed at trying to activate new voices and creating a cohort of teams who are trying to create amazing shows, given grants and provided with mentorship and support in the US, I believe. Another is the upcoming updates and the roadmap for the Google podcast app. We’ve had quite a lot of feedback from attendees of the summit, as well as those who are using it within the room, the physical event, saying that they really enjoyed the app so far, which is amazing. Great news. That’s, you know, that’s music to Stacy’s ears. And also, what else is Google trying to do to help increase the convenience of searching for podcast content? How is the Google search curating specific content that is related to each and every search? Maybe if you’re searching for a specific guest? What shows have they been on? Or maybe if you were searching for the name of a show, could you automatically play it from your Google search? These are considerations that Google is taking into account which is fantastic to hear, that more and more the barriers between someone searching online about a show or learning about the medium of podcasting, the barriers are lowering. It is a lot faster for you to reach the player for the podcast show.

Next we had Adwin Lim from Audio Technica giving us an overview of content creation microphones. With that, he brought it in quite a number of Audio Technica mics. I am using one right now by the way, this is recorded on an ATR-2100 connected to my phone, which is fantastic by the way, an amazing setup. If you’re doing a lot of solo episodes but uh, I’m going off topic. So Edwin talked about the different types that content creators would use. From cardio to dynamic to condenser to omni directional etc., given examples of Audio Technica models, I did chat with him later on in the talk. And we discussed about the most popular models that podcasters are using in terms of ease of access, usability, the fact that you can connect by a USB. And, you know, we talked more about the directional microphones because a lot of us use that. Condenser mics tend to attract a larger area of sound, and that doesn’t really help when you’re an independent podcaster and your room isn’t padded, or your environment isn’t exactly fitted for a podcast show. Unless you are going for that, that level of immersion, shall we say? That background noise that makes you sound more natural, sound more intimate? But yeah, that means that from Adwin’s side from our conversations. Audio Technica is really pushing for more support in the podcasting community. So we are quite optimistic about that. I will keep in touch with him, for sure. amazing guy, by the way, he’s fantastic.

Next we have the panel for Podcasting in Asia: Challenges and Trends, bringing a discussion between three panelists who are podcasters, based in Singapore. One is Niki Torres of the Chief Best Friends podcast, she started a show that covers business and friendship together. So, highlighting women who are extremely successful in their career, through their own angles through their own perspectives. And by interviewing them, she allows us to gain more insight on this, on the rise of really successful business and career women who have their own opinions, who feel that there are struggles that they are going through. And by being able to showcase this humane conversation between her, the interviewer and the guests, we get to see just how much hustling is happening in between for the guests that that Nikki is interviewing which is fantastic. I’ve heard some of her episodes and they are great to hear. So check them out. I will put them in the show notes as well the Chief Best Friends Podcast so that is Nikki Torres.

Next is Rindo Ramankutty of the Living it Up in Lion City! podcast, and this podcast Rindo brings his friends up onto the show, gives them a microphone and has conversations about current issues as well as topics that may not be for everyday conversation, it can be on experiences, on struggles, on alternative history. The one episode that I found pretty interesting was the book that he’s read recently on 200 years of Singaporean history and the United Kingdom, bringing up elements of history that wasn’t exactly taught in school. And he had a really long conversation about that with his guests. So these are examples of podcast shows that really highlight the advantages that the medium has. Through podcasting, we have the ability to have shows that liberate voices, voices that are not hindered by hierarchical power or any media company that has like a specific motive or specific notion that they want to push forward. These are independent podcasts that are really pushing for their opinions to be heard for everybody. And to be able to provide that, to give that a chance is the beauty of podcasting, really.

Next is Danny Koordi, who is the host of the Economical Rice podcast, as well as, as well as a podcast producer for Fabl Productions, which is an initiative that he’s going through that he is pursuing right now, which is fantastic. He is helping with building clients’ shows here and oh, not here. I mean, in Singapore, my, my brain is so muddled right now I am still between Kuala Lumpur and Singapore. He’s helping with his clients in Singapore, creating narrative shows, helping them with building, editing and producing which is great as well. Danny has been podcasting since 2017, building shows of different formats. So he has a wide variety of experiences when it comes to producing a show, which is great. He also hosts or is the Founder of Podcast SG, the community of podcasters in Singapore: a Facebook group where Singaporean podcasters would come in together and hang out they would share their struggles about podcasting and they will, you know, drink, eat and party. But all in all, the group is extremely encouraging and inclusive. If you are a budding podcaster based in Singapore, I highly suggest that you join the group, they are really welcoming. And I’ve met quite a lot of the members when I went there, they are amazing.

Niki, Rindo and Danny talked about the challenges and trends in Asia. The biggest points that I would like to highlight from the panelists, because I was moderating the panel. So I was there to, you know, ask questions, keep the conversation up, and make sure that our Q&A session is going pretty well, there was talking about creating an Asian identity. We tend to use this term called the radio voice, where as soon as the microphone is on, we unleash our own inner radio personality. As we were talking about this identity, this specific voice that we have, it’s just an American voice like, but it’s kind of strange, because in a panel between four Asians, talking about the Asian identities that we have, for us to create a show and then take in, unleash this American voice as our radio voice. It sort of detracts from who we really are. The fact that we have an Asian history that we have our own accents, the fact that we have like Rojak, aka. a mix of languages, really strong Singaporean accents or even non English shows that we try to mimic the models of shows further out in western countries. There was a need for creating this unique identity of podcasting from Asia. So Asia-specific shows that really show just how Singaporean you are, how Malaysian you are, how Filipino you are, how Indonesian you are, how Japanese you are, how Thai you are etc, etc. It’s, at first you might not think of it as much, but it is a growing influence for people to be expecting that kind of radio voice to come out from every single show produced. But, it will only serve as a cultural barrier, another cultural barrier for people to expect only that kind of voice to come out from each and every show. But we have Singaporean podcast producers who are really rocking it when they are hosting their show. They sound really, really localized and that’s fantastic. But when you have something like that, then it’s just a matter of marketing it. That’s just a matter of addressing the level of awareness that listeners, potential listeners have around you in your country in your region. And that is another topic altogether. So there’s the need for a unique identity in Asia, a unique vocal identity.

There’s also the raising awareness stage of potential listeners, we have quite a few avenues of teaching people what podcasting is in Asia, although at the moment, it’s still hierarchical. The majority of the responsibility is still done by media companies. So as independents, we will have to take a little bit more effort to educating each other, educating potential podcast listeners, especially those on Spotify, because Spotify has been penetrating the market at quite a rapid rate, given the percentage of Android users, to teach them about how to access our shows on Spotify and to let them know about the variety of shows. That is the big one.

Another one is diversity. It is a bit related to the vocal identity we can find here. Diversity in trying to activate certain kinds of voices. So, you know, to not paint us only as Asians, but also to paint us as those by our nation, by our race, by our region, our village, our town, our traditions. The more that we can map out and highlight all of these unique shows of hosts who are of different backgrounds, the more colourful the entire Asian podcasting landscape.

I’d like to highlight one post from George Putong, who is the APAC Content Marketing Exec and LinkedIn, who wrote a post about the panel itself, which I find really quite useful. So major props to George, thank you so much for attending. Really, you’re amazing.

He wrote the three main takeaways from the panel. Quote:

Podcasts, celebrate a diversity of voices. Find what you can relate to, or create one yourself. Podcasts are a way to know more about your region or to tell stories about your region.

Point number two: Embrace your accent, Singlish, Filipino, whatever it is, put it out there and have people relate with it. No big need for that radio voice. Be you.

Number three, this third point is more about podcasters or budding podcasters who wants to start their own show. Quote: Just start. The panel unanimously agreed here, get started, tell your story, plan, execute distribute.

Now for all the members of the panel, we all started very differently. Rindo started just with recording into their phone. Danny, Niki and I started with microphones. And then we all gave each other feedback, well, the Podcast SG group gave each other feedback for the members. And now Rindo doesn’t use just his phone anymore. Now he has proper microphones, etc. But the act of starting the act of having an episode zero and Episode one, etc. It is a huge step for any budding podcaster. So I would highly recommend that you do that, if you are thinking of starting your own show.

If I remember correctly, some of the questions include access to listening metrics across Asia, which is still lacking, but I will try to cover that in another episode, as well as the fears of getting and starting your own show, and disadvantages of marketing audio content versus other mediums like video and written content on social media. Personally, I disagree that we have a disadvantage. It’s just a matter of how creative you are in marketing your audio content in other formats as well. Do you want a video version of your podcast? Do you want a version of your podcast show notes, summary quotes and create conversations. So really, even if it is a podcast, as long as you have that user journey of engaging your audience.

It’s been a long time coming for the summit: a couple of months of work to set up the virtual summit. I’d like to thank my fellow team members, those at MeaVox Live so Raven and Ling-Ling, as well as David from ClickWP and Sheen as well, who helps with all sorts of tasks. We had quite a lot to do from setting up the website to press releases, email marketing systems, testing our digital marketing channels, from paid to content, to outreach to guests and speakers, and finding potential sponsorships for the summit. We got quite a number a quite a turnout for the event which is great. I really, really am grateful, so grateful, for that. And I hope to see more support for the next Asia podcast summit happening in 2020. Let’s see how much bigger we can make it. I’m sure we’ll be planning it a lot earlier than the the set time. And we’ll see who can support more shows for judging, and all that.

Right. That’s it for me. Enough rambling from my side. I do want to take the time to say thank you to everybody who attended the Summit, as well as the shows who nominated themselves for the awards. Congratulations to all the different categories, the Best Education, Entertainment, Technology, Business, and Asia’s Best Podcast categories, and all the best. I hope you wear that badge proudly, for those who have one and for those who were finalists as well. And, you know, I would probably reach out to you for an interview. Probably. I want to see your stories, I want to see how you started from zero, how you started from those ideas that you’ve had circling in your head to actually creating an episode for your listeners to consume and enjoy. And that’s it for me.

This is Norman from Podlovers, Asia, signing out. I’m always so grateful to cover the podcasting scene here. And this is but step one of reaching out to all the shows the speakers, the finalists, the attendees, and to see what they’re looking for what is needed in the landscape. Maybe we need a research house to cover the listening metrics. Maybe I need to reach out to each and every hosting platform and ask them “Hey, can when I get listener metrics for, you know, all the Asian listeners?” maybe I can get insight from other experts on their the market in their country. That would be fantastic. I would love to have more and more discussions on this.

I’m also exploring other ideas for potential physical meetups, maybe monthly meetups, as well as monthly Zoom calls. I would love to do something akin to a Roundtable: where I invite speakers and experts to talk about a unified based topic, a theme, and people can chime in and join in on the chat session. And we’ll see how that goes. But for now, ideas are just ideas. It’s more about execution. And now I need to execute. Norman now signing out. Take care, and I will see you in the next episode. Bye.

Using Design in Podcasting with Kush Khandelwal! #3

In this episode, I’m excited to have a good conversation with Kush Khandelwal!

Kush is Co-Founder and Head of Marketing and Design at Renegade Radio. His experiences in designing and creating within various industries like Fashion, Tech, F&B, and even Blockchain had led him to where he is now, working on all parts of the creative spectrum. We’re talking sound design, video, photography and graphics design.

I wanted to have a quick chat with him about proper design practices in podcasting. Maybe there are certain trends that are doing really well right now, and maybe there are certain colour schemes that are not working. But, it’s best to ask from Kush and tap into his knowledge, thought processes and how he tackles this. We talk about:

  • Designing trends in the podcasting scene
  • Kush’s history and involvement in podcasting
  • What inspires him, his thought processes when designing podcast art, etc.
  • How to start designing for podcasts as a budding creative

Let’s get right into it!

“Because if we don’t offend anyone, we’re really not creating for anyone.” Amber Rae

Kush’s Links

Podcast Mentions

Design Mentions

Unlocking Malaysian Voices with Kelvin Tay of Renegade Radio! #2

In this episode, I sat down to have a chat with Kelvin Tay, the CEO of Renegade Radio.

Renegade Radio is an independent Malaysian podcasting network based right here in Kuala Lumpur. They produce shows, incubate ideas and promote the medium of podcasting throughout the nation!

I sat down with Kelvin to have a chat about:

  • How Renegade Radio came to be (eg. what horror podcast inspired him to start!)
  • The origins of the name
  • What he thinks about the Malaysian podcasting space, and
  • What he thinks is needed, from a network’s perspective.

If you are a budding podcaster and you need some level of outsourcing your production, or if you need to incubate your idea, or if you just don’t know where to go, and you’re in Malaysia, to check out rngdr.com.


Kelvin Tay

Renegade Radio

Renegade Radio Podcasts

Other Mentions

Launching the Asia Podcast Summit w/ Ling Ling Tai and Raven Lim of MeaVox Live! #1

In this episode, I am excited to talk about the upcoming Asia Podcast Summit and the Asia Podcast Awards!

This interview is done with the two Founders of MeaVox Live, a Singaporean podcast company, providing consultation and education services about podcasting.

Ling Ling is the Chief Podcast Educator and host of the Leaders of Learning podcast, reaching 300,000 downloads as well as top five on Apple Podcasts in Vietnam, Indonesia, Philippines, Singapore and Malaysia!

Raven Lim is the Podcast Consultant who co-founded the Tomboy Tirade Podcast, Asia’s first and only all female comedy chat show. She has launched another show called the Freelance Creative Exchange Podcast, which you can find out more on the MeaVox Live website.

Throughout the interview, Ling Ling Tai and Raven Lim talk about:

  • What’s been happening in the summit
  • How did they get to where they are right now?
  • Their thoughts on the Asian podcasting scene!

I am so grateful to both Raven and Ling Ling for being able to chat with me about podcasting, the Summit and about what’s needed here. In Asia, podcasting is a very difficult space to navigate because each country has their own set of qualities, tendencies, values different podcasting behaviors. But, it is really amazing to see that there’s effort in painting a really good picture of the scene here. I’m really happy to be part of the team to help them with it.


Introducing the Podlovers Asia Show!

Podlovers Asia was designed to reach out to key players in the Asian podcasting scene!

It could be an up-and-coming or successful podcaster, from various genres, ranging from business and tech to fiction and comedy. It could also be a key player further down the chain, from producers to other reporters, media companies, you name it. All to paint a great picture of how it’s booming. If you’re interested in this space, whether you’re a budding podcaster, a brand, or an avid listener, you’ve come to the right place!

About myself, I’m a podcast consultant, a creative podcaster, and obsessed about podcasts as you can tell. If I’m not writing articles, I’m consulting teams on their podcast strategy, and if I’m not speaking in front of the mic I’m probably drafting notes for another show.

But back to this.

Podcasting is already here, and it’s bullish. It is important to keep up to date on what’s happening, but it might be too difficult. Things can be fragmented, groups, gatherings and companies may be isolating themselves just to keep afloat, and who knows what interesting things can come out of interviewing podcasters here? So if you’re just interested as me in going down this path, keep on listening and if you’re up for it too, just hit that subscribe button in your favourite app. It’ll help the both of us haha.

Without further ado, let’s dive into…the Podlovers Asia Show.