Exploring Podcast Industry Opportunities at Radiodays Asia 2025

(Above, from left: Ron Baetiong, Founder and CEO Podcast Network Asia; James Cridland, Editor Podnews; Neil McPhedran, Founder and CEO Podium Podcasts; Indah Tanip, VP of Research Populix; Citra Prastuti, Director/Chief Editor KBR Media; in Podcast Day Asia, at Radiodays Asia 2025, Wednesday, Sep 3rd, 2025, Jakarta)

According to Populix’s latest research, Indonesians currently prefer video-only podcasts over audio-only ones. This opens up many monetization opportunities for podcast creators, but also carries the risk of compromising the quality of the content they produce. This topic was discussed in depth at the Podcast Day Asia session during Radiodays Asia 2025 on Wednesday, September 3, 2025, in Jakarta.

Indah Tanip, VP of Research Populix, revealed that Indonesians currently prefer video podcast content over audio-only content. In fact, compared to Populix data from 2023, the number of podcast listeners who only listen to audio has decreased by more than half.

“Furthermore, two out of three video podcast listeners admit to watching the entire video from start to finish. Others admit to being more selective and only choosing to watch videos when they’re interested in the guest star. This shows the audience’s strong affinity for the video format, especially when driven by an engaging source,” explained Tanip.

This finding was confirmed by Ron Baetiong, Founder and CEO of Podcast Network Asia, the largest podcast producer in the Philippines that produces, develops, and drives podcast monetization with the help of technology.

Ron Baetiong stated, “Today’s podcasts aren’t just a treat for the ears. This visual aspect not only enriches the audience experience but also opens up further monetization opportunities for podcasts. Beyond adlibs, podcast creators can also showcase the products they’re advertising or simply display the logo in their videos.”

According to Baetiong, several monetization opportunities are available in this era, such as product placement, featuring food and beverage products, and even clothing in videos. Some platforms even allow affiliate commissions by including product sales links in podcast videos. Furthermore, audiences are now more willing to subscribe to paid podcast content, even giving tips or donations for their favorite content creators.

James Cridland, Editor of Podnews and Radio Futurologist, added, “Podcast advertising is now starting to attract attention from various brands. According to Magellan AI data, podcast ad spending in the first half of 2025 increased 28% compared to the previous year, and is predicted to continue increasing until the end of the year. This indicates an increase in the welfare of podcast creators. However, like a double-edged sword, advertising in podcast content may potentially reduce the quality of the content, thus impacting the listener experience, as well as making creators dependent on advertisers.”

Cridland emphasized the importance of creators maintaining the ownership and quality of their podcast content. Because ultimately, listeners are the ones who will play a significant role in the sustainability of their podcasts. Of the various monetization methods, Cridland tends to recommend subscriptions as the “safest” monetization option for creators.

“Nowadays, everyone can listen to podcasts, regardless of genre. There are many niches of listeners, even within specific topics. For example, Horses in the Morning, a long-running podcast dedicated exclusively to horse topics, which has audiences in over 90 countries. The key is how creators package information and convey their stories in a way that’s easy and engaging for listeners,” said James Cridland.

Similarly, Indah Tanip explained that according to Populix research, each podcast listener has different content preferences. Millennials are more interested in heavier topics, such as politics, news, and motivation. Meanwhile, Gen Z, the younger generation, is attracted to lighter content like comedy and entertainment, in shorter podcast durations. A specific strategy is needed to reach each audience, with their distinct perspectives and personas.

“We hope the data we’ve presented, along with our discussion on the podcast future, will support the development and sustainability of the audio entertainment industry in Indonesia, and inspire storytellers across the country to develop their potential through podcasting,” concluded Indah Tanip.

Populix’s latest report, “How People Enjoy Podcasts in Daily Life,” specifically examines the preferences of podcast listeners in Indonesia. The research was conducted through a survey of 1,100 millennials and Gen Zs across Indonesia in June 2025. The respondents were evenly matched with men and women. The majority of respondents were workers with middle- to upper-class economic status and lived on the island of Java.

To read the full report, please visit this link.