Telco and Internet

Comedy Takes the Lead as Favorite Genre Among Filipino Podcast Listeners, Reveals Study

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A new study reveals that more Filipinos are now tuning into podcasts, with over 17 million. 

According to the “Beyond the Headphones: The Portrait of a Podcast Listener as Filipino” report, 19.8% of the internet-connected population ages 16 to 64 listen to podcasts every week. This indicates a 2.6% increase from 2023 and highlights the growing popularity of podcasts since 2020.

While the Internet (81.9%) and social media (80.8%) remained the most preferred information platforms, podcasts (50.5%) have surpassed other media platforms such as online video streaming sites (40.4%), online news portals (22.1%), and television (19.9%) as the most preferred information source in 2023.

This is followed by the Internet and social media, which are preferred by 81.9% and 80.8% of respondents, respectively. Other media platforms such as online video streaming sites, online news portals, and television lag behind, with 40.4%, 22.1%, and 19.9% of respondents choosing them as their preferred source of information.

“Our research has found that the majority of podcast audiences tend to listen to podcasts after work or school hours, when commuting, or while doing household chores. This pattern is in line with global trends where podcasts serve as a preferred source of both entertainment and information. Audiences choose podcasts for their ability to seamlessly integrate into daily routines, offering a unique mix of engaging and informative content,” said Fourth Wall Research Director John Brylle Bae.

The popularity of podcasts can be attributed to the fact that most respondents prioritize accessibility (82%) and convenience (74%) when choosing their preferred media platform. Most podcast listeners are millennials or Generation Y (aged 25 to 34) who reside in urban areas, particularly in Greater Manila.

The popularity of podcasts can be attributed to the fact that most respondents prioritize accessibility (82%) and convenience (74%) when choosing their preferred media platform. Most podcast listeners are millennials or Generation Y (aged 25 to 34) who reside in urban areas, particularly in Greater Manila.

(From left to right) Brylle Bae, Research Director, Fourth Wall; GB Labrador, creator, The KoolPals; Dani Barretto, creator, The Bare It All Podcast; Bianca Gonzales, creator, Paano Ba ‘To; Ceej Tantengco-Malolos, Head of Business Development, PumaPodcast.

This study was carried out in collaboration with the three largest podcast networks in the country, The Pod Network, Anima Podcast, and PumaPodcast, along with the sociocultural research firm The Fourth Wall. Its findings were presented during the event, “Podcasts, Pizza, and Pints,” hosted by these podcast networks, last April 4, 2024, at Clock-In at the Ayala North Exchange, Makati.

To learn more about the latest podcasting trends in the Philippines, please visit https://thepodnetwork.com/mediakit.

 

Written by
Tech Beat Philippines

Tech Beat Philippines is the social media news platform for all things technology. It is also a part of the GEARS section on Daddy's Day Out.

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