Cambodia Investment Review
BAM Media is preparing to take the next step in its rapid growth journey with the launch of its first podcast in February, building on the advertising-driven expansion strategy outlined in its earlier plans to reach a global Khmer audience.
The move follows a breakout first year for BAM Media, which has established itself as one of Cambodia’s most widely watched digital content platforms through an aggressive short-form video strategy. With scale now firmly in place, the company says the podcast represents a deliberate shift toward deeper storytelling, stronger brand identity, and more sophisticated commercial formats.
Speaking to Cambodia Investment Review, BAM Media co-founder Brett Goulding said the decision to move into long-form content was a natural progression rather than a departure from the company’s core strengths.
“In our first 12 months we’ve had great success with short-form video,” Goulding said. “We post eight short-form videos every day, 365 days a year, and on TikTok alone we’re seeing more than one million views daily. That scale gives us a strong foundation to expand into different types of content.”
Short-form success sets the stage
BAM’s growth has been driven primarily by TikTok, where total watch time — a key metric for advertisers — has positioned the platform at the top of Khmer-language content globally. Goulding noted that of an estimated 11 million Khmer TikTok accounts worldwide, BAM now reaches more than three million viewers on a weekly basis.
Read More: BAM Media Sets Sights On Global Khmer Audience With Advertising-Driven Growth
“I believe we are currently the most watched Khmer TikTok channel in the world in terms of total watch time,” he said. “That’s the metric that really matters for advertising, and it shows how engaged our audience is.”
This level of reach has allowed BAM to think beyond volume and speed, toward formats that prioritise depth and connection. The upcoming podcast, produced from a purpose-built studio, is designed to offer something new within the Khmer media landscape.
“The podcast is going to be different to anything that’s been produced in the Khmer language,” Goulding said. “We’re confident it will gain favour with the public quickly because it allows us to explore topics in a more detailed, entertaining way.”
Putting faces to the brand
Until now, BAM’s content has largely been faceless, optimised for fast consumption across social platforms. The podcast marks a shift toward personality-led media, with hosts becoming central to the brand itself.
“Well firstly, it adds a human touch to our brand,” Goulding said. “Our hosts are young, cool, and Khmer, and the brand really personifies them.”
The podcast will be produced exclusively in Khmer, a strategic choice that reflects BAM’s identity and audience priorities.
“English certainly has a place, but it’s not who we are,” Goulding explained. “BAM is 100 percent Khmer. We have a strong following in the provinces, and we don’t want anyone to feel excluded from our content. Khmer-speaking people in diaspora communities also enjoy content that feels authentic and connected to their homeland.”
A five-part media ecosystem
The podcast will sit within what Goulding describes as BAM’s five-part content ecosystem. Short-form video remains the company’s primary reach engine, while BAM Bites — social posts that link through to longer articles — provide additional substance for audiences seeking more context.
The podcast adds long-form discussion, while BAM’s website and app act as central platforms for content and engagement. A loyalty programme is also set to launch, allowing followers who purchase products or services from partner businesses to earn rewards and prizes.
“Everyone loves prizes,” Goulding said, adding that the programme is designed to benefit both audiences and advertisers.
The final pillar is live cultural events, with BAM hosting at least two per year. The next major event, Battle of the Bands, will run over five nights and aims to support local musicians while creating direct, offline engagement with BAM’s audience.
Rethinking advertising integration
From a commercial standpoint, the podcast opens new opportunities for advertisers seeking deeper integration rather than traditional ad placements. Goulding said long-form content allows products and services to be discussed naturally through the perspectives of hosts and guests.
“People don’t tolerate direct advertising anymore — they just switch off,” he said. “But when a product or service is integrated into content they enjoy, it becomes extremely effective.”
As BAM Media continues to evolve from a short-form video powerhouse into a multi-format media platform, the podcast represents both a creative and commercial milestone — one that reflects broader shifts in how audiences consume content and how brands seek to connect with them.
