More Influential Than Influencers: How Podcasting is Redefining Media Impact in Singapore

Acast, the global authority in podcasting, today shares new data showing Singapore has become a frontrunner in the global shift in media from reach to resonance.

The findings, a new release from Acast’s Podcast Pulse dataset, highlight Singapore as a key indicator of the future of the trust economy. Reflecting a broader evolution in the media landscape, Singaporean listeners now rate podcasters as more credible than journalists and significantly more authentic than social-first influencers.

While this trend is visible worldwide, Singapore provides a focused view of its local impact. A staggering 97% of Singaporean listeners say a podcaster has changed their mind about a topic, set against a global median of 84% across surveyed markets. This data suggests that Singaporean audiences are actively choosing trusted voices over algorithmic noise.

The Commercial Imperative

The data serves as a challenge to traditional marketing approaches that prioritize broad reach over deep resonance.

“The definition of influence has changed. It is no longer about who shouts the loudest, but who is trusted the most,” says Greg Glenday, CEO of Acast. “This data from Singapore is a wake-up call for the entire media industry. When brands consider podcasts as a content channel, they are looking at the most powerful persuasion engine in the marketing mix. Singapore provides the blueprint for how brands can stop renting fleeting attention on social, and start earning unrivalled trust in podcasting.”

From Connection to Commerce

The report confirms that this high trust translates directly into commercial action, validating podcasting as a safe, scalable solution for advertisers:

• Trust Drives Consideration: 69% of listeners have considered a brand for the first time because of a podcast, and 67% have made a purchase.

• Podcasts Shift Perception: 74% of listeners report that podcasters have successfully changed their perceptions of a brand.

• Ad Receptivity: 60% of listeners pay active attention to ads, with 45% explicitly finding them authentic - a rarity in digital advertising.

• Endorsements Work: 66% of listeners trust hosts for genuine endorsements, stripping away the skepticism often attached to traditional celebrity ads.

A New Era of Narrative Influence

In a digital environment saturated with algorithmic noise, Singaporeans are drawing a hard line between “creators” and traditional “influencers.”

• The Paradox: Interestingly, 86% of listeners do not consider podcasters to be “influencers” - yet 97% admit to being influenced by them. This suggests consumers view podcasters as trusted peers rather than internet celebrities.

• Authenticity Wins: 71% of listeners view podcasters as “authentic” (vs. 29% for social-first creators).

• Honesty Gap: Podcasters lead significantly on honesty (69% vs. 31%) and trustworthiness (64% vs. 36%) compared to social-first talent.

• Credibility: 52% rate podcasters as credible sources of information, surpassing both journalists (50%) and YouTubers (48%).

High Attention, High Culture

The data shows that podcasting in Singapore is not a background activity; it is a primary focus that shapes the local zeitgeist.

• Scale & Resonance: 60% of consumers now tune in weekly, and 7 in 10 describe their favorite podcast host as a “highlight of the day.”

• Share of Attention: Audio podcasts capture 85% of active attention, outperforming Facebook (79%) and streaming music (77%).

• Cultural Leadership: 7 in 10 weekly listeners say podcasts significantly shape cultural discussion.

• Habitual Listening: Engagement spikes during key moments, including holidays (36%), major breaking news (30%), and pop culture events (29%).

Borderless Influence: Trust Travels

The data also validates Acast’s approach that while trust is anchored in audio, the consumption is fluid. 4 in 5 listeners now consume both audio and video podcasts.

Crucially, the data shows that 75% of listeners say their trust in a brand grows when they see it across multiple platforms.

• 59% of listeners follow their favorite podcast creators on YouTube.

• 46% follow them on Instagram.

• Adding video podcasts extends a brand’s reach by 17%.

Timi Siytangco, Key Account Director, Asia at Acast, comments: "The Singaporean consumer is sophisticated; they don’t just consume content, they build deep relationships with podcasters. That bond may start with a recommendation to tune into the audio feed, or - more often - discovery on video, and from there the connection grows into social and real-life engagement. At Acast, we allow brands to tap into the entire ecosystem - turning narrative influence into broad impact.”

Read the Acast Podcast Pulse, Singapore report