In celebration of World PR Day 2025, EloQ Communications is pleased to reshare this article as a way to promote a spirit of learning and passion for the profession, particularly from the next generation, where fresh perspectives meet real-world experiences in a practice-oriented academic environment. The following piece presents a student’s perspective from the class of Dr. Clāra Ly-Le, Managing Director of EloQ Communications and university lecturer.
In today’s age, audiences are increasingly overwhelmed by visuals and constantly distracted by rapid, short-form, high-frequency content. Against this backdrop, podcasts are emerging as a form of “slow media” that offers depth, personalization, and a more intimate communication experience.
In Vietnam, popular shows like Have A Sip (Vietcetera), Unlock FM, and Tâm Lý Ơi are no longer unfamiliar to Gen Z audiences, while many brands are beginning to explore podcasting as a supplementary communication channel. However, for podcasts to truly thrive and become a prominent “auditory platform,” we must assess the driving forces and existing barriers through the lens of PESTEL analysis, a framework that examines six macro-environmental factors: Political, Economic, Social, Technological, Environmental, and Legal.
Political: An Open Yet Undefined Space
Digital transformation remains a strategic priority in Vietnam’s media development policies. While digital content platforms like podcasts are being encouraged, they still face several challenges:
- Podcasts are not clearly categorized within legal frameworks. They don’t fall under mainstream journalism, nor are they regulated social media platforms like Facebook or YouTube.
- Content risks bypassing censorship when addressing sensitive topics (e.g., politics, gender, religion) in the absence of adequate moderation mechanisms.
▶ Podcasts in Vietnam operate within a “legal grey zone” – an environment ripe for creative freedom, but also susceptible to post-release scrutiny.
Economic: A Promising Yet Unsteady Market
Podcasts are attractive thanks to low production costs. With a microphone, basic editing software, and compelling content ideas, any individual or startup can launch a podcast.
However:
- Monetization remains limited.
- Podcast advertising is not yet mainstream in Vietnam.
- Support and visibility mainly come from familiar brands or niche communities.
- There’s a lack of specialized platforms that offer content distribution and analytics on par with tools like YouTube Analytics or Meta Ads.
- Some platforms such as Waves, Vietcetera, and Zing Podcast have experimented with monetization models, but these remain modest and underdeveloped.
▶ Brands have yet to view podcasts as a core channel due to unclear and unproven performance metrics.
Social: Gen Z and the Rise of “Listening to Understand”
According to Edison Research, 84% of monthly Gen Z podcast listeners have listened to or watched podcasts with video elements. For these young audiences, seeing their favorite podcasters, not just hearing them adds an extra layer of engagement that traditional audio lacks.
Key insights:
- Podcasts are perfect for listening while multitasking (e.g., working, commuting, exercising).
- Young people view podcasts as a space for sharing and healing, rather than the overstimulated environment of social media.
- Gen Z favors podcasts for being “real” and “raw” , genuine, unfiltered, and free from overproduction.
Popular podcast topics include:
- Mental health & psychology: Tâm Lý Ơi, The Finding Audio
- Career & creativity: Have A Sip, Unlock FM, The Present Writer
- Personal finance: Money Lover Podcast, Tài chính 4.0
▶ Podcasts serve as a healing and emotionally resonant communication channel, building brand identity through empathy rather than direct advertising.
Technological: AI & Content Personalization Fuel a New Wave
The rapid advancement of AI voice technology (Text-to-Speech) and personalized content algorithms is reshaping the podcasting landscape:
- AI can now generate natural-sounding voiceovers, translate voice content into multiple languages, and assist in rapid podcast production.
- Platforms like Spotify, Apple Podcasts, and Zing MP3 leverage AI to recommend content based on listening history, time of day, and mood.
However:
- Behavioral analytics tools remain underdeveloped compared to video or social media, making it difficult for creators to optimize content length and formats.
▶ AI helps scale content production but over-reliance may strip podcasts of their human authenticity.
Environmental: A “Green” Format for a Sustainable World
Compared to video, the dominant medium today, podcasts require fewer technical resources. Creators only need a quality microphone, basic recording software, and well-defined content ideas. No lighting, no filming, no intensive post-production, this format saves cost, energy, and time.
As a tool for sustainable storytelling, podcasts enable:
- Sharing stories about waste reduction and green production from sustainable packaging to renewable energy usage.
- Interviews with environmental experts, highlighting issues like regenerative agriculture.
- Educational CSR/ESG mini-series—e.g., recycling tips, resource-saving practices.
In Vietnam, companies such as Vinamilk, Nestlé, MoMo, and various green startups have started leveraging podcasts to share their responsible business stories.
Gen Z: The “Listen More, Speak Less” Generation & Conscious Consumption Trend
Gen Z plays a key role in driving both podcasting and green media forward. They are:
- Willing to pay for brands with ethical and sustainable values.
- Drawn to content that is emotional, in-depth, and empathetic.
- Keen on “learning while living,” consuming podcasts while working, commuting, or relaxing.
▶ Podcasting aligns well with green communications and the “low impact, high value” ethos that young consumers prioritize.
Legal: Underlying Risks
Podcasting in Vietnam still operates informally and without dedicated regulations, which poses multiple legal risks for both individuals and brands.
Key issues:
- Lack of licensing guidelines for production and distribution leaves podcasts straddling journalism, personal content, and social media without clear classification.
- Unclear rules regarding audio rights, background music, and AI-generated voices may lead to intellectual property violations.
- Accountability for misinformation is vague, it’s unclear whether the speaker, producer, or platform bears responsibility.
▶ Content creators and brands must self-moderate, ensure copyright compliance, and tread carefully with sensitive topics especially when sponsorship is involved. A unified code of conduct is needed to professionalize the podcasting industry.
When Podcasting Becomes More Than Audio. It Becomes a Future Communication Strategy
In my personal view, in a world that’s becoming increasingly noisy and visually saturated, podcasts have proven that some of the deepest connections are formed through stillness through a sincere voice, a story told from the heart.
From the PESTEL analysis, I’ve come to recognize that:
- Podcasts are benefiting from a convergence of favorable factors: strong tech infrastructure, a young generation seeking emotional depth, and rising brand interest in relationship-driven communication.
- However, the lack of legal clarity, monetization difficulties, and the absence of a dedicated support ecosystem remain major roadblocks preventing podcasting from becoming a mainstream media channel.
Key Takeaways
- Podcasting answers a shifting media consumption mindset.
In a society overwhelmed by flashy, short-form content, podcasts offer a calm, private, and introspective space. For Gen Z, who seek authenticity, healing, and emotional resonance, podcasts have become silent but understanding companions. - Technology, cost-efficiency, and accessibility are strong advantages.
Podcasting is among the most affordable content formats, yet it benefits from powerful scalability thanks to digital platforms, AI voice tools, and personalized recommendation engines. This creates strong opportunities for both creators and brands exploring new media strategies. - A sustainable and inspiring medium.
Audio formats consume significantly less energy than video (as confirmed by IEA and Podnews). As ESG becomes a core pillar for many brands, podcasts stand out as a “green” communication tool, especially fitting for a generation deeply concerned with sustainability. - Brand storytelling at a deeper level.
Podcasts enable brands to delve into their core values through narratives on ESG, interviews with team members, experts, or loyal customers. Unlike short-form ads or social media posts, podcast episodes of 10–20 minutes offer space to truly connect and inspire. - But long-term growth requires overcoming structural barriers.
As highlighted by the PESTEL framework, Vietnam’s podcasting ecosystem lacks comprehensive support from legal protection to analytics, advertising standardization, and content rights management. Without a clear legal framework, creators and brands are left to navigate risks alone. Addressing these gaps is essential for podcasting to evolve into a serious, professionally invested communication channel.
References
- Advertising Vietnam. (2024, May 17). Xu hướng podcast trong năm 2025: Làn sóng mở rộng sang video sẽ phát triển mạnh mẽ. https://advertisingvietnam.com/xu-huong-podcast-trong-nam-2025-lan-song-mo-rong-sang-video-se-phat-trien-manh-me-p25984
- ESG Talk. (2025). ESG Talk [Podcast]. Spotify. https://open.spotify.com/show/7dMHPiSMlZPneZkMBr7hEZ
- Gupta, A., & Chaturvedi, R. (2021). The impact of marketing practices on NGO performance: The PESTEL model effect. ResearchGate. https://www.researchgate.net/publication/353202079
- Podnews. (2021, July 9). How much CO₂ does video streaming really produce? Podnews. https://podnews.net/update/carbon-emission-video
- Vietcetera. (2023, May 15). Phát triển bền vững – Điểm chạm mới giữa thương hiệu và người tiêu dùng [Podcast episode]. Spotify. https://open.spotify.com/episode/0DhTBcAghn60RpMNyH6vY2
- Advertising Vietnam. (2024, May 17). Xu hướng podcast trong năm 2025: Làn sóng mở rộng sang video sẽ phát triển mạnh mẽ. https://advertisingvietnam.com/xu-huong-podcast-trong-nam-2025-lan-song-mo-rong-sang-video-se-phat-trien-manh-me-p25984
- Edison Research. (2023). The Infinite Dial 2023. https://www.edisonresearch.com/the-infinite-dial-2023/
- Gupta, A., & Chaturvedi, R. (2021). The impact of marketing practices on NGO performance: The PESTEL model effect. ResearchGate. https://www.researchgate.net/publication/353202079
- International Energy Agency. (2021). The Carbon Footprint of Video Streaming. https://www.iea.org/commentaries/the-carbon-footprint-of-streaming-video-fact-checking-the-headlines
Source: Brands Vietnam
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