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In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new area – public discourse and politics. Because the 2025 Normal Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to determine how massive the worldwide narrative on podcasts and their affect on audiences is within the final 6 months, utilizing information from X.
We subsequently narrowed the main focus of this world pattern to Singapore and analysed on Pulsar TRAC greater than 7k mentions throughout platforms like YouTube, Fb, Reddit, TikTok, podcasts, On-line Information, blogs and boards to grasp the place the discourse is coming from, which channels are capturing the podcasters’ content material and the way audiences are responding to this content material.
Mentions of podcasts in information and social media are rising
Social media is the place the bigger chunk of podcast dialog is happening, particularly these episodes that characteristic a political determine, journalist or people who embody healthcare-related discussions. The audiences that have interaction with these movies, majority being on YouTube, seek for political credibility that resonates with them. Younger Singaporeans watching these podcasts count on to see leaders who don’t simply uphold the picture of being a politician, but in addition somebody who’s grounded and reliable.
Youth and politicians’ lives dominate podcast narratives
The audiences that eat these podcasts probably the most are younger Singaporeans trying to take part within the dialog as a lot as they’ll. These audiences are being extra proactive than ever.
With youthful voters consuming media in a different way, these appearances are efforts by political candidates to attach with the general public. Lawrence Wong, Josephine Teo, Indranee Rajah, and Desmond Tan, have used podcasts to speak instantly with the general public – sidestepping conventional media filters.
High podcasters on election-related content material
After we deal with who probably the most talked about podcasters round election content material are, the Straits Occasions’ podcasts, the Every day Ketchup and Yah Lah BUT emerge on prime. These podcasts have figured that probably the most discourse occurs round content material that’s both academic or controversial round elections. The general public is actively responding to political content material shared by way of podcasts, significantly these by The Straits Occasions and impartial reveals like Yah Lah BUT.
How are podcasts doing on Tiktok?
@thedailyketchup Is WP really the broader tent? A closer look at how it compares to PAP. 🤔📊 #SingaporePolitics#WPvsPAP #GE2025 #SGOpposition #DailyKetchup
♬ original sound – The Daily Ketchup🚀 (TDK) – The Daily Ketchup🚀 (TDK)
Satire and irony are key methods to make politics palatable, particularly for youthful, digital-native audiences. The Every day Ketchup and Yah Lah BUT are mixing severe subjects just like the GE2025, get together agendas, healthcare, and opposition voices with humour that make them nearly meme-worthy. Posts resembling “PAP actually stated: ‘Belief me, bro’” TikTok clips present that these are genuinely made for content material to go viral whereas retaining severe undertones too.
What’s attention-grabbing to notice is that The Frequent People, with content material in Malay and Indonesian, is tapping right into a cross-border Southeast Asian viewers and has a few of the highest engagement on its content material. Native slang, cultural jokes, and informal festive content material like Raya greetings and songkok jokes have generated 1000’s of views, at instances outperforming English-language political pods. This implies a big, under-acknowledged urge for food for vernacular podcast content material that has a mix of humour and relatability.
Podcasts are now not simply background noise – they’re turning into one of the related methods Singaporeans have interaction with politics. With excessive engagement on platforms like TikTok and YouTube, a large unfold of subjects from youth points to get together politics, and rising presence in each mainstream and social media, podcasters are carving out a key function in shaping the GE 2025 dialog.
Keen on studying extra? E-mail us at data@isentia.com
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What’s making podcasts stand out forward of the Singapore GE2025?
In Singapore, the rise of podcasting has shifted from leisure and life-style into a brand new area – public discourse and politics. Because the 2025 Normal Election attracts close to, podcasters are making waves throughout on-line information and social media. To kick issues off, we used Narrative AI, the primary search engine for public opinion, to determine […]
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The Australian podcasting information business continues to develop. Whereas Australian audiences do eat content material from worldwide manufacturers just like the BBC, additionally they exhibit sturdy affinity for impartial Australian productions over mainstream sources. In a interval of uncertainty amidst Apple’s current replace to computerized obtain insurance policies Australia’s podcast viewers has quickly expanded, with advert income rising from $5 million in 2017 to over $100 million in 2024. So how do podcasts match into the Australian information cycle? As audiences direct consideration to impartial and worldwide productions, viewers focusing on, partnerships and media monitoring traits point out a shift and a must adapt engagement metrics and messaging technique.
To focus on the impression of podcasts on viewers engagement, we tracked protection of key information themes in Australian podcasting from January 2020 to November 2024.
Podcasts surged into the mainstream in the course of the pandemic, and so they’re now evolving by integrating with platforms like video and audiobooks to satisfy new viewers expectations.
Whereas basic podcast information dialogue stays regular, dialogue on information podcasts signifies listener engagement peaks round high-impact tales, suggesting that the subject and data itself is what really resonates with audiences. Retailers like The Australian Monetary Evaluate and ABC have expanded into the format, but even main packages like ABC’s Background Briefing face fluctuating engagement in comparison with dialogue about information content material being consumed by way of podcasts. The information suggests there’s a niche being left by essential shops within the podcasting area. Whereas conventional media adapts, impartial producers are gaining traction with tales that deeply resonate on identification and group points, such because the 2021 Christian Porter case and The Briefing’s 2024 episode on pianist Jayson Gillham’s lawsuit towards the Melbourne Symphony Orchestra. Understanding viewers preferences and monitoring content material traits helps communicators craft methods that leverage podcasting’s distinctive enchantment.
https://twitter.com/Emilie_Dye/standing/1833416097871089706
Podcasts provide creators the liberty to pursue tales with fewer constraints of advertisers, traders, or different stakeholders, resulting in content material deeply formed by private ardour and a powerful connection to the topic. This independence empowers impactful storytelling, as illustrated by The Instructor’s Pet, the place Hedley Thomas’s rigorous reporting on the case of Lynette Dawson uncovered new, crucial particulars and underscored the journalistic integrity driving viewers engagement in a shared pursuit of fact. Equally, New Politics, co-created by Eddy Jokovich, leverages its Patreon-funded mannequin to discover views exterior mainstream narratives, showcasing the ability of impartial journalism by way of podcasting.
https://twitter.com/lisapodcasts/standing/1564484950984130565
https://twitter.com/EddyJokovich/standing/1632314733524303872
Sports activities and leisure are likely to generate excessive visibility and engagement, suggesting they profit from a quicker publishing cadence and broad enchantment. Nonetheless points like world conflicts draw vital consideration, particularly amongst communities instantly impacted. The Briefing podcast, for instance, addressed the October 2024 battle in Gaza in a current episode the place Lebanese-Australian journalist Liz Deep-Jones provided a private perspective. Any such protection reveals how podcasts can present each journalistic depth and emotional resonance, connecting listeners to complicated tales in a extra relatable manner.
Even when a significant broadcaster or outlet owns a podcast manufacturing, the distinctive type and tone set by the hosts and manufacturing crew usually place podcasts exterior the traditional PR and communications scope. Not like the fastidiously curated speaking factors present in a typical puff piece or advertorial, podcasts permit for candid, in-depth discussions that discover complicated subjects with a level of freedom seldom present in conventional information media channels. This authenticity is pushed by the podcast format itself, which favours nuanced dialogue providing audiences a extra clear and fewer scripted narrative type.
The NRL is launching in Las Vegas. Can it win over the US?
Israel, Lebanon & The Large Ceasefire Query
The Particulars You Missed From The Tried Assassination of Donald Trump
Lots of the main information podcasts, like The Quicky by Mamamia, observe a every day launch that faucets into the rhythm of the 24-hour information cycle, offering well timed responses to breaking information. This format appeals to listeners by delivering information in a fast, digestible type, ultimate for staying knowledgeable on the go and catering to audiences prioritising each comfort and relevance. It’s no shock, then, that prime information spotlight podcasts usually incorporate adverts at a number of factors—earlier than, throughout, and after episodes—capitalising on the excessive listener engagement these accessible, on-the-go updates create.
Sports activities and leisure podcasts have a tendency to draw increased engagement with frequent, simply digestible episodes, usually in the popular 20-30 minute vary, which maintain a gentle listener base. Personalities like Hamish and Andy, and John Graham exemplify how viewers visibility could be pushed extra by participating personalities than by conventional information evaluation. In distinction, shops like The Australian Monetary Evaluate preserve a extra analytical focus with podcasts resembling The Fin and Chanticleer, identified for his or her conservative, business-centric tone. In the meantime, digital-first manufacturers like Mamamia take a extra hybrid, accessible method throughout assorted subjects, leveraging podcasting to succeed in broader audiences and foster engagement with impactful information tales. This vary of codecs illustrates how completely different manufacturers tailor their podcast methods to satisfy viewers preferences, from speedy updates in leisure to in-depth discussions on present occasions.
Whereas legacy media shops leverage their reputations to boost their podcast presence, credibility alone doesn’t guarantee engagement. As an alternative, PR and communications groups can increase viewers connection by aligning content material with listeners’ pursuits and authenticity, serving to refine podcasting methods to seize consideration and drive significant engagement.
Keen on studying extra? E-mail us at data@isentia.com
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How Australian podcasts match into the information cycle & ignite cultural moments
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Because the highlight on sustainability intensifies 12 months by 12 months, it has change into a focus for legislators, media entities, and audiences worldwide.
This dynamic surroundings calls for that manufacturers and establishments elevate their requirements in messaging and actions, holding them accountable like by no means earlier than. For professionals within the PR & Comms realm, it’s crucial to understand not solely how sustainability is being mentioned but in addition the potential pitfalls, resembling greenwashing, and acquire a profound understanding of the varied audiences receiving these messages.
Discover over 20 fantastically crafted pages of knowledge visualisation that illuminate viewers insights sourced from social media, information shops, and serps. Acquire worthwhile views on how one of many defining problems with our time is being mentioned and understood.
Our exploration of this significant matter delves deep into uncovering insights which are indispensable for crafting efficient methods, each tactical and long-term:
-Unraveling traits within the sustainability dialog
-Assessing model & business reputations
-Navigating greenwashing & misinformation
-Understanding the varied audiences of sustainability
To entry these insights, merely fill within the kind
Obtain now
”
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