Think podcast ads are being ignored? Singapore listeners are still converting

Podcast listeners in Singapore may be quick to skip advertisements, but new research suggests many are still absorbing brand messages and acting on them.

According to YouGov's "More than meets the ear: Singapore podcast ads report 2026", nearly three-quarters (74%) of podcast consumers in Singapore have taken some form of action after hearing an advertisement on a podcast, outperforming music streaming listeners (68%) and radio audiences (67%).

The findings come despite only 14% of podcast consumers saying they usually pay attention to podcast advertisements. More than a third (35%) said they typically skip them, while a further 26% said they sometimes do so.

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Yet ad-skipping does not appear to prevent conversion. Among podcast consumers who usually skip ads, 69% have still taken some form of action after exposure to an advertisement, including 11% who made a purchase. For those who sometimes skip ads, conversion rates rise to 86%, with a quarter (25%) reporting that they purchased a product or service after hearing an ad. 

The study found that across podcasts, radio and streaming audio, 62% of Singapore media consumers have taken at least one action after hearing or seeing an advertisement. The most common actions were searching online for a brand or product (37%), visiting a brand website (29%), and making a purchase (15%).

At the same time, podcast advertisements appear to benefit from being less disruptive than many other digital formats.

Only 21% of Singapore media consumers described podcast ads as annoying, making them the least irritating advertising format surveyed. By comparison, 54% said the same of video platform advertisements, while 44% cited online display advertising.

While podcast advertising scored lower on trust than other formats, it also faced relatively low levels of skepticism. Only 15% of podcast and audio media consumers said they trust podcast advertisements, but just 30% said they actively distrust them. This compares with 35% who distrust ads on video platforms.

Among podcast advertising formats, host-read advertisements emerged as the most credible. Around one in five podcast consumers described host-read ads as the most honest format, compared with just 10% for pre-recorded brand advertisements.

Video podcasts gaining ground

The report also found that podcast consumption continues to grow in Singapore, with more than half (54%) of respondents saying they listen to or watch podcasts. News and current affairs emerged as the country's most popular podcast genre, consumed by 44% of podcast audiences, followed by lifestyle content at 38%.

Podcast listening is most commonly tied to everyday routines. Two in five podcast consumers (41%) said they listen while commuting, while 28% tune in during household chores, 28% before bed, and 27% while eating.

Younger audiences are integrating podcasts into more parts of their day. Among Gen Z and millennial podcast consumers, 44% listen during their commute, compared with 37% of Gen X and baby boomer audiences.

The study also highlights Singapore's growing preference for video podcasts. Nearly half (45%) of podcast consumers said they prefer video podcasts, compared with just 20% who favour audio-only formats. A further 31% said they enjoy both equally.

However, the report found significant overlap between the two audiences. While 49% of respondents watch video podcasts and 44% listen to audio podcasts, 39% consume both formats, suggesting that most podcast audiences can be reached regardless of format.

Importantly for advertisers, conversion rates were similar across both groups. Around 77% of video podcast consumers and 79% of audio-only listeners said they had taken action after hearing an advertisement.

"Podcast advertising has long faced an attribution problem. Listeners may skip ads, tune them out, or avoid them altogether, making it difficult for marketers to know who is truly engaging. Even when campaigns appear to lift awareness, connecting that attention to lower-funnel outcomes such as search, consideration and sales remains a persistent challenge," said Chi Wei Teo, general manager, YouGov Singapore. 

According to Teo, the findings provide a clearer picture of podcast advertising in Singapore, helping marketers understand not only whether advertisements are being heard, but also how podcast environments can drive attention, trust and consumer action.

The findings come as more brands and organisations in Singapore experiment with podcasts and long-form audio content as a way to engage audiences. Earlier this month, the Singapore Kindness Movement (SKM) launched a special episode of the Singa Podcast featuring Tharman Shanmugaratnam in conversation with Singa the Kindness Lion, exploring themes such as kindness, respect and belonging.

Meanwhile, in April, DBS launched "Two in a pod", a podcast series hosted by group CEO Tan Su Shan, featuring conversations with global business leaders on leadership, decision-making and trust-building in uncertain times.

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