October 6, 2024 | 12:00am
MANILA, Philippines — As digital penetration deepens across the country, more Filipinos are now tuning in to podcasts, surpassing other media platforms such as online streaming sites, online news portal and TV as the most preferred source of information, according to a study conducted by three of the country’s largest podcast networks.
The study, titled “Beyond the Headphones: The Portrait of a Podcast Listener,” found that over 17 million internet-connected Filipinos, or 19.8 percent of the internet-connected population aged 16 to 64, listen to podcasts weekly. This marks an increase of 2.6 percent from 2023.
The report, a collaboration among the country’s three largest podcast networks, the Pod Network, Anima Podcast, PumaPodcast, and socio-cultural research firm The Fourth Wall, highlights the growing popularity of podcasts in the Philippines, which boasts an internet-connected population of 86.98 million.
According to the report, which surveyed hundreds of respondents, the popularity of podcasts has been rising since 2020.
While the internet (81.9 percent) and social media (80.8 percent) remained the most preferred information platforms in 2023, podcasts (50.5 percent) have surpassed other media platforms such as online video streaming sites (40.4 percent), online news portals (22.1 percent) and TV (19.9 percent) as the most preferred information source.
Alan Fontanilla, CEO of The Pod Network, said the growing popularity of podcasts in the Philippines, cited in the report, provides advertisers and marketers with another avenue to reach their audiences.
“We are at an intersection in the evolution of media consumption in the Philippines. As more Filipinos tune into podcasts for their unique blend of entertainment and information, we see an invaluable opportunity for creators and advertisers alike to engage with an audience that values depth and accessibility. We are excited about what’s to come as we celebrate and leverage this dynamic shift toward audio-first content,” Fontanilla said.
The report found that the rise of podcasts may be explained by the respondents’ prioritization of accessibility (82 percent) and convenience (74 percent) when choosing their media platform.
The report also showed that most of the country’s podcast listeners are millennials or Generation Y, or those aged 25 to 34, living in urban areas such as Greater Manila.
The Fourth Wall Research director John Brylle Bae said the growing popularity of podcasts in the country mirrors the global trend. Podcasts audience has grown to 465 million worldwide and the number is expected to increase to 505 million by the end of 2024. “Our research has found that most podcast audiences tend to listen to podcasts after work or school hours when commuting or while doing household chores. This pattern aligns with global trends where podcasts serve as a preferred source of entertainment and information. Audiences choose podcasts for their ability to seamlessly integrate into daily routines, offering a unique mix of engaging and informative content,” Bae said.
A 2022 study by the Pew Research Center showed that 67 percent of American podcast listeners claim that the podcasts they subscribe to discuss news and current events. Of those who get news from podcasts, 87 percent expect the information to be mostly accurate.
The report also found the most listened-to podcast genres in the Philippines. About 74 percent of those surveyed revealed they listen to comedy podcasts led by podcasts like The KoolPals, followed by personal development (64 percent), culture (55 percent) and politics (49 percent). The survey suggests that podcast consumers gravitate toward entertaining and informative topics, underscoring their preference for engaging yet substantial content.
The report forecasts that podcast listenership will continue to expand, particularly in rural areas, as digital penetration deepens across the Philippines. This trend is supported by the steadily increasing number of internet users, underscoring the emerging role of podcasts as a dominant media platform in the country.
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