Reference
·Primary source
Thailand Monthly Podcast Listenership Penetration (12-plus)
28-34% monthly, 18-22% weekly listening (Edison Research 2026)
Edison Research Infinite Dial Southeast Asia 2026 reports Thai monthly podcast listenership at 28 to 34 percent of the 12-plus population (roughly 16 to 19 million people) and weekly listenership at 18 to 22 percent. Levels run ahead of regional average (Indonesia 22 to 28 percent monthly, Vietnam 18 to 24 percent monthly) and parity with India urban centres. Mobile-first listening dominates (smartphone share of listening occasions 78 to 84 percent) with carplay and connected-device share growing from approximately 6 percent in 2024 to 10 to 14 percent by 2027 as Bangkok and EEC commuter belt connected-vehicle penetration scales. Top genre mix: business and self-development 27 percent, true-crime 18 percent, comedy 14 percent, news and current affairs 12 percent, lifestyle 10 percent, education 8 percent, other 11 percent.
Figure in context
Edison Research Infinite Dial Southeast Asia 2026 reports Thai monthly podcast listenership at 28 to 34 percent of the 12-plus population (roughly 16 to 19 million people) and weekly listenership at 18 to 22 percent. Levels run ahead of regional average (Indonesia 22 to 28 percent monthly, Vietnam 18 to 24 percent monthly) and parity with India urban centres. Mobile-first listening dominates (smartphone share of listening occasions 78 to 84 percent) with carplay and connected-device share growing from approximately 6 percent in 2024 to 10 to 14 percent by 2027 as Bangkok and EEC commuter belt connected-vehicle penetration scales. Top genre mix: business and self-development 27 percent, true-crime 18 percent, comedy 14 percent, news and current affairs 12 percent, lifestyle 10 percent, education 8 percent, other 11 percent.
Edison Research Infinite Dial Southeast Asia 2026 reports Thai monthly podcast listenership at 28 to 34 percent of the 12-plus population (roughly 16 to 19 million people) and weekly listenership at 18 to 22 percent. Levels run ahead of regional average (Indonesia 22 to 28 percent monthly, Vietnam 18 to 24 percent monthly) and parity with India urban centres. Mobile-first listening dominates (smartphone share of listening occasions 78 to 84 percent) with carplay and connected-device share growing from approximately 6 percent in 2024 to 10 to 14 percent by 2027 as Bangkok and EEC commuter belt connected-vehicle penetration scales. Top genre mix: business and self-development 27 percent, true-crime 18 percent, comedy 14 percent, news and current affairs 12 percent, lifestyle 10 percent, education 8 percent, other 11 percent.
Time scope
FY2025-FY2026 survey data
Source basis
Primary source
Interpretation notes
What this tells you
Edison Research Infinite Dial Southeast Asia 2026 reports Thai monthly podcast listenership at 28 to 34 percent of the 12-plus population (roughly 16 to 19 million people) and weekly listenership at 18 to 22 percent. Levels run ahead of regional average (Indonesia 22 to 28 percent monthly, Vietnam 18 to 24 percent monthly) and parity with India urban centres. Mobile-first listening dominates (smartphone share of listening occasions 78 to 84 percent) with carplay and connected-device share growing from approximately 6 percent in 2024 to 10 to 14 percent by 2027 as Bangkok and EEC commuter belt connected-vehicle penetration scales. Top genre mix: business and self-development 27 percent, true-crime 18 percent, comedy 14 percent, news and current affairs 12 percent, lifestyle 10 percent, education 8 percent, other 11 percent.
What not to do with it
Use the linked report for interpretation and keep basis differences explicit.
Related figures
Adjacent numbers that add context without drowning the value.
Thailand Podcast Audio Streaming and Audiobook Market Size
Insight derivation from Spotify, Apple, JOOX, AIS Play, TrueID, Salmon Podcast Network, Mission to the Moon, Storytel, DAAT digital ad spend outlook, Edison Research, IMARC
Spotify Thailand MAU and Premium Subscribers
Spotify Q4 2025 letter Feb 2026, Spotify Q1 2026 letter Apr 2026, Spotify Thailand podcast charts, Spotify Southeast Asia podcast trends 2026, Insight derivation
Thailand Podcast Programmatic and Host-Read Ad CPM
Salmon Podcast Network catalogue Apr 2026, Mission to the Moon Mar 2026, DAAT IAB Thailand digital ad spend Feb 2026, Spotify Southeast Asia podcast trends 2026, Insight derivation
Thailand Branded Podcast and Corporate Audio Spend
KBank The Wisdom Podcast Feb 2026, SCB Future Podcast Mar 2026, Salmon Podcast Network rate cards, Mission to the Moon Mar 2026, DAAT digital ad spend outlook 2026, Insight derivation
Thailand Audiobook Market: Storytel, Audible, Get Audiobooks
Storytel Thailand catalogue Jan 2026, Audible Thailand catalogue, Amarin and Matichon publishing house disclosures, Insight derivation
Thailand Anchor by Spotify Active Creator Base
Spotify Q4 2025 letter, Spotify Southeast Asia podcast trends 2026, Anchor by Spotify creator disclosures, Insight derivation