STOCKHOLM, SWEDEN — Acast, the world’s leading independent podcast company, has announced its move into Asia with the appointment of Timi Siytangco as key account director. Siytangco’s hire is the next iteration in Acast’s ambitious international growth strategy, following investment in Spain earlier this year.
With two decades of creative and commercial experience in digital media — including Head of Brands & Agencies Southeast Asia at Outbrain, and leadership roles at Splice Newsroom, Possible Worldwide, and Branded — Siytangco will be responsible for leading commercial growth in Singapore and establishing Acast’s first on-the-ground presence in the region.
According to Acast data, Acast-connected podcasts in Southeast Asia gain upwards of seven million listens per month with Singapore representing one of the largest audiences. Indonesia is responsible for the most significant surge over the past 12 months, growing 344% in monthly listens compared to May 2021.
Unsurprisingly for a region where the technology, business, and finance industries are thriving, Acast data shows the most popular content categories consumed were News & Politics, Society, Culture, Business, and Education. With 47,000 podcasts hosted by Acast — including content from The Economist, Financial Times, BBC, TED, and other major global publishers — Acast’s slate of shows aligns perfectly with both consumer interest and advertiser opportunity in the region.
Megan Davies, Acast’s international managing director, said, “Podcasts are now a mainstream media worldwide, firmly built into the consumer psyche. With listens surging in Asia and extensive proof of podcasts’ validity as an advertising channel, it’s a natural step for Acast to lead the way in the region — and Timi’s passion for podcasts and extensive experience make her the ideal person to get us going in Singapore.”
Siytangco added, “Podcast listeners are growing at an exponential rate in Singapore and across Asia, making this the right time for Acast to move into the region. Acast’s pioneering podcast ad technology, thoughtful ad formats, and commitment to great storytelling make me certain it’s the right company to drive podcast monetization growth in this part of the world.”
In the first quarter of 2022, Acast totaled 1.2 billion listens globally, across a footprint of 14 countries— and the company is now looking to replicate its success in other APAC markets. Acast entered the Australian and New Zealand markets in 2017 and its presence has grown significantly, with high-profile podcasters such as Osher Günsberg and Meshel Laurie joining the Acast Creator Network and blue-chip brands such as Google, Samsung, McDonalds and Microsoft investing in podcast advertising with Acast. Its Australia and New Zealand team has grown to 26 employees and is the most comprehensive insights, strategy, and sales unit solely dedicated to podcasting in the region.