Podcast advertising in Singapore may be easy to skip, but it is proving remarkably difficult for consumers to ignore, according to a new YouGov report released today.

The Singapore Podcast Advertising Report 2026 found that while 35% of podcast listeners say they usually skip podcast ads, nearly three-quarters (74%) still take some form of action after hearing one. Even among habitual ad-skippers, 69% reported taking action, including 11% who went on to make a purchase.

The findings suggest podcast advertising is delivering stronger commercial outcomes than conventional attention metrics might indicate.

Podcast ads outperform radio and music streaming

Podcast consumers emerged as Singapore's most commercially responsive audio audience. Around 74% reported taking at least one action after hearing an ad, compared with 68% of music streaming listeners and 67% of radio listeners.

Across all audio media consumers, the most common action was searching online for the advertised brand or product (37%), followed by visiting a brand website (29%). Importantly, 15% reported making a purchase and another 15% said they had used a discount code or offer after hearing an audio ad.

Consumers who only "sometimes" skip podcast ads were even more responsive, with 86% taking action and one in four (25%) making a purchase.

Podcast ads are the least disruptive advertising format

Podcast advertising also enjoys a significant advantage in audience sentiment.

Only 21% of Singapore consumers described podcast ads as annoying or disruptive, making them the least disliked advertising format included in the study. By comparison, 54% found YouTube and video platform ads disruptive, while 44% said the same about online display advertising.

The findings suggest podcasts offer brands a less intrusive way to reach consumers at a time when audiences are increasingly fatigued by digital advertising.

Host-read ads earn the most trust

Trust remains a challenge across digital advertising, but podcasts compare favourably with other channels.

Only 30% of consumers said they distrust podcast advertising, lower than YouTube and video platform ads (35%), online display ads (35%), and social media advertising (41%).

Among podcast formats, host-read endorsements were considered the most trustworthy (cited by 20% of podcast consumers), followed closely by sponsorship mentions (19%). Pre-recorded brand ads lagged behind at 10%.

Singapore is becoming a video-first podcast market

More than half of Singaporeans (54%) listen to or watch podcasts. News and current affairs (44%) and lifestyle content (38%) are the most popular genres.

Podcasts are increasingly embedded in everyday life, particularly during commuting (41%), household chores (28%), and before or during sleep (28%).

The report also highlights a shift toward video-led podcast consumption. Nearly half of podcast consumers (45%) prefer video podcasts, compared with 20% who favour audio-only formats. Another 31% said they enjoy both equally. Higher-income consumers are particularly likely to favour video podcasts, with 48% preferring video-first experiences.

At the same time, the study found strong overlap between audio and video audiences. While 49% of Singapore respondents watch video podcasts and 44% listen to audio podcasts, 39% consume both formats. This overlap suggests most podcast audiences remain reachable across either medium.

Importantly for advertisers, video and audio podcast audiences convert at similar rates, with 77% and 79% respectively reporting some form of action after hearing an advertisement.

Download the full report here.

About the Report

The Singapore Podcast Advertising Report 2026 is based on online research conducted by YouGov Surveys between 13 March and 1 April 2026 among more than 1,000 respondents in Singapore.

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