Most respondents (68%) were familiar with podcasts, though some (32%) were not. Of those familiar with podcasts, 81% had listened to one in the past 6 months. While half of respondents were unsure about listening regularly, 43% expressed interest in doing so. Spotify was the most popular platform for listening at 52%, followed by SoundCloud at 46% and Google Podcast at 41%. Respondents said they choose podcasts for the variety of content (65%) and flexibility of on-demand listening (62%). Home was the most popular place to listen at 79%.

1. Podcast
UserResearch
inIndonesia2018
https://dailysocial.id/post/laporan-dailysocial
-penggunaan-layanan-podcast-2018

2. Podcast
UserResearch
Part1:Understanding
inIndonesia2018
Mostoftherespondent(68%)isfamiliarwithpodcast.Previously,
Indonesianswereveryfamiliarwithradio,asanaudio-basedinformation
channel.Yet,amongrespondentstherearestillsome(32%)whoarenot
familiarwiththepodcast.(n=2018)
Askingfurthertorespondentswhoarefamiliarwithpodcast,81% said
theylistentoapodcastforthepast6months.(n=1372)
Q:Doyoufamiliarwithpodcast?
yesno67.97%
32.03%
Q:Haveyoulistenedtoapodcastinthepast6months?
yesno80.82%
19.18%

3. Podcast
UserResearch
Part2:interest
inIndonesia2018
Halfofrespondentsansweredthey
arestillindoubtwhenaskedabout
listeningtopodcastregularly.This
meansthereareotherfactor(s)tobe
considered.Interestingly,around
largepercentage(43%)areshowing
interesttoknowlistenpodcast
regularlregularly.(n=1109)
Q:Areyouintopodcast?
6.14%
43.23%
50.63%
56% ofrespondentsratedbothradio
andpodcastasinterestingaudio
content.Butifyoulookatthe
comparison,respondentswhoprefer
podcastonly(25%)aremorethan
thosewhopreferradioonly(18%).
Thispreferenceshowsaserious
shiftingindigitalaudio-basedshiftingindigitalaudio-based
contenttrend.(n=1041)
Q:Doyoupreferlisteningto
podcastorradio?
17.98%
25.29%
56.73%
Notsure
Veryinterested
Radio
Podcast
Both
areinteresting
Notinterested

4. Podcast
UserResearch
Part3:PlatformPreference
inIndonesia2018
OtherOption
Anchor
Overcast
Inspigo
Castbox
Player.fm
AppleCast
PocketCast
GooglePodcast
Soundcloud
Spotify
2.02%
6.25%
7.79%
10.87%
13.27%
14.04%
15.19%
16.54%
41.25%
46.25%
52.02%
Spotify(52%)becamethefavoriteservicetolistentopodcast.Thenext’s
topofmindareSoundcloud(46%)andGooglePodcast(41%).Both
offeraccesstofreemiumcontents.
Interestingly,localplatformlikeInspigoalsoreceivedattentionfrom
respondents(10%).(n=1041)
Q:Whatplatform isusedtolistentopodcast?

5. Podcast
UserResearch
Part4:ReasontoListen
inIndonesia2018
1.15%
38.85%
62.69%
65.00%
Moreenjoyablethanvisualcontent
Otheroption
Flexibility(on-demand)
Thevarietyofcontent
Respondentsarguethattheychoosepodcastbecauseofcontent(65%)
andflexibility(on-demand)(62%).Sofarinthelocalpodcastecosystem,
thecontentpresentedisquitediverse,includingentertainment,
technology,motivation,andeducation.(n=1041)
Q:What’sthemainreasontolistenapodcast?
36.06%
78.85%
0.36%
34.81%
35.58%
OfficeorSchool
OtherOption
PublicPlaces
Duringcommuting
Home
Home(79%)isthemostpopularplacetolistentoapodcast.Thenext
favoriteplaceortimetoaccesspodcast(inquitesimilarpercentage)are
duringcommuting,atpublicplaces(e.gcafe,library),andat
work/school.(n=1041)
Q:Wheredoyouusuallylistentoapodcast?

6. Podcast
UserResearch
Part5:PeriodandDuration
inIndonesia2018
Q:Whendoyouusuallylistentoapodcast?
32.50%
Evening(above9pm)
27.02%
Afternoon(5pm-9pm)
22.69%
Daytime(12pm-3pm)
17.79%
Morning(6am-10am)
Whilethere’snoobviouspreferredperiodtolistentoapodcast,night
time(above9PM)andafternoon(5-9PM)areconsideredthemost
favoriteperiod(intotalaremorethan60%).(n=1041)
Q:Howlongistheidealdurationofapodcastforyou?
37.21%
10-20minutes
31.54%
20-30minutes
19.81%
morethan30minutes
11.44%
lessthan10minutes
10-20minutesisconsideredasanidealdurationforapodcast(37%),
followedby20-30minutes(31%).(n=1041)

7. Podcast
UserResearch
Part6:Material
inIndonesia2018
60.00%
57.17%
70.00%
32.50%
1.06%
37.40%
Business
Otheroption
Education
Technology
Entertainment
Lifestyle
Q:Whatmaterialisconsideredfavoriteforapodcastcontent?
70% ofsurveyrespondentsacknowledgethemostinterestingpodcast
materialisaboutentertainment,followedbylifestyle(60%)and
technology(37%).(n=1041)
53.33%
52.14%
39.42%
0.20%
39.92%
Influencers
Otheroption
Academia
Experts(incertainfields)
Entertainers/Celebrities
65.34%
Entrepreneurs/BusinessOwners
Q:Who’sthepodcastcreatorthatyouareinterestedin?
Majorityofrespondentsaremostlyinterestedtolistentobusinessowner
orentrepreneurs(65%),followedbyentertainers/celebrities(52%)and
experts(52%).(n=1041)

8. Podcast
UserResearch
inIndonesia2018
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-penggunaan-layanan-podcast-2018