The Rise of Podcasting in the Philippines: A Glimpse into Filipino Listening Habits

As digital media consumption evolves in the Philippines, a new trend has emerged: an increasing number of Filipinos are tuning into podcasts as part of their daily routines. Recent studies have shown that podcasting has not only gained traction but has also become a preferred medium of entertainment and information, surpassing other platforms like online streaming sites, news portals, and even television.

According to the study titled “Beyond the Headphones: The Portrait of a Podcast Listener,” conducted by The Pod Network, Anima Podcast, PumaPodcast, and socio-cultural research firm The Fourth Wall, over 17 million Filipinos aged 16 to 64—representing 19.8% of the internet-connected population—listen to podcasts on a weekly basis. This marks a notable increase of 2.6% compared to 2023, highlighting the steady growth of podcast listenership in the country.

Who are the Filipino Podcast Listeners?

The majority of podcast listeners in the Philippines belong to the millennial demographic, specifically those aged 25 to 34. These listeners are predominantly urban dwellers, with many residing in the Greater Manila area. This concentration in urban locales reflects a global trend, where tech-savvy younger generations embrace digital media as an integral part of their daily lives.

However, the report predicts that this trend will not remain limited to city centers. As digital penetration deepens across the country, the study forecasts that podcast audiences will expand, particularly in rural areas where internet access is steadily increasing.

Popular Podcast Genres and Preferences

Filipino listeners gravitate toward a mix of engaging and informative podcast genres. The most popular categories include comedy (74%), personal development (64%), culture (55%), and politics (49%). These preferences indicate that audiences are not just looking for entertainment but also seek substantial content that adds value to their lives.

For many, the appeal of podcasts lies in their accessibility and convenience. The study found that 82% of respondents valued the ease of accessing podcasts, while 74% appreciated how seamlessly they fit into their schedules. Filipinos typically listen to podcasts during commutes, after work or school, or while doing household chores—essentially, during moments when multitasking is possible.

See how podcasts fit into the daily routines of Filipinos, from commutes to chores, as digital media grows in popularity in the Philippines.

Why are Podcasts Becoming Popular in the Philippines?

The rise of podcasting in the Philippines mirrors global trends, where audiences choose podcasts for their ability to blend information and entertainment. Research director John Brylle Bae from The Fourth Wall notes that listeners often engage with podcasts during transit or while performing tasks, making them a perfect companion for busy, modern lifestyles. This ability to seamlessly integrate into daily routines has fueled the medium's growth, as it offers a personalized and immersive experience.

Alan Fontanilla, CEO of The Pod Network, emphasizes the unique opportunity this presents for advertisers and marketers. “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,” he said.

Looking Ahead: The Future of Podcasting in the Philippines

With the digital landscape continuing to expand, particularly in rural regions, the report predicts that podcast listenership will only grow further. As internet connectivity spreads, more Filipinos will gain access to the digital world, and podcasts will likely become an even more prominent part of the country's media consumption.

As we look ahead, the increasing popularity of podcasts highlights a shift toward audio-first content that caters to a diverse audience, seeking both convenience and quality. For creators, advertisers, and listeners alike, the podcasting industry in the Philippines holds promise, offering an avenue for engaging, enriching, and transformative content.

Whether listening during the morning commute or while washing dishes at home, Filipino podcast enthusiasts have embraced this new medium, reshaping how they consume information and entertainment in a rapidly digitalizing world.