Indonesian Study Shows Podcasts Reach Only 21% of Consumers as Video Platforms Dominate
The Rundown: Looking at this Indonesian podcast data, I'm reminded of those early days when we'd all smugly proclaim that "podcasting was going mainstream" while ignoring the uncomfortable truth staring us in the face.
Here's the reality check from Populix's latest study: only one in five Indonesians accessed podcasts in the past three months. Meanwhile, YouTube captured 77% of that same audience, Instagram grabbed 72%, and TikTok snatched 69%.
The numbers don't lie, and they're telling us something we've been reluctant to admit – we're still fighting for scraps while video platforms feast at the main table. But here's the kicker that should make every podcaster pay attention: when Indonesians do choose podcasts, 69% are seeking inspiration and learning, 63% want to stay updated, and they're spending real time with the medium – most tuning in 2-3 times weekly for 30-60 minute sessions during their evening wind-down between 8-10 PM.
This comprehensive study from Indonesian market research firm Populix surveyed 1,100 consumers across the archipelago in June 2025, revealing detailed insights into how Southeast Asia's largest podcast market actually consumes audio and video content in their daily routines.
The Key Points:
Only 21% of Indonesian consumers accessed podcasts in the past three months, compared to 77% for YouTube and 72% for Instagram, highlighting podcasting's persistent niche status in the broader digital entertainment landscape
Video podcasts dominate consumption preferences with 54% choosing video-only formats versus just 7% preferring audio-only, while YouTube captures 96% of video podcast viewing and Spotify leads audio consumption at 87%
Educational content drives engagement, with 69% seeking inspiration and learning, 64% wanting motivational content, and 55% looking for entertainment, while interview formats (62%) significantly outperform solo presentations (12%)
Millennials and upper socioeconomic groups show the strongest podcast engagement, with 32% of upper-income listeners accessing podcasts versus 16% of middle-income and 11% of lower-income consumers
Mobile devices dominate consumption at 89%, with most listeners tuning in during evening hours (8-10 PM peak at 43%) and preferring 30-60 minute episodes consumed 2-3 times weekly
Why It Matters: These findings reveal podcasting's fundamental challenge in competing against visual platforms while also highlighting its unique value proposition. Indonesian listeners who choose podcasts demonstrate serious intent – they're not casual browsers but engaged audiences seeking substantial content for learning and inspiration. The preference for video formats and YouTube's dominance suggests podcasters must think beyond traditional audio-first strategies, while the strong educational focus indicates opportunities for creators who can deliver meaningful, actionable content rather than pure entertainment.
The Big Picture:
For podcasters and producers, this data presents both sobering reality and clear opportunity. The dominance of video consumption means creators should prioritize multi-format content strategies, ensuring their shows work effectively on YouTube while maintaining audio quality for Spotify listeners.
The educational content preference suggests successful Indonesian podcasters should focus on teaching, inspiring, and providing actionable insights rather than competing in the crowded entertainment space.
Producers should target the premium millennial and upper-income demographics who show genuine engagement, design content for mobile consumption during evening listening sessions, and structure episodes for the sweet spot of 30-60 minutes.
Most critically, the interview format preference indicates creators should prioritize guest-driven content over solo monologues. The industry benefits from understanding that while podcasting remains niche, engaged listeners demonstrate loyalty and intentionality that video platforms struggle to match – but only when creators deliver the educational value and professional production quality this audience demands.
Truth matters. Quality journalism costs.
Your subscription to Mencari directly funds the investigative reporting our democracy needs. For less than a coffee per week, you enable our journalists to uncover stories that powerful interests would rather keep hidden. There is no corporate influence involved. No compromises. Just honest journalism when we need it most.
Not ready to be paid subscribe, but appreciate the newsletter ? Grab us a beer or snag the exclusive ad spot at the top of next week's newsletter.
