Philippines – Filipinos are increasingly turning to podcasts for emotional refuge when overstimulated, according to a study by The Pod Network and socio-cultural research firm The Fourth Wall. The study provided a view of the consumption behaviour of Filipino podcast listeners.
The Pod Network and The Fourth Wall’s study highlights how many Filipinos use podcasts to cope with feeling emotionally overwhelmed or mentally saturated from being digitally hyperconnected.
The study categorises podcast listeners into two main groups: ‘mindful navigators’ and ‘content grazers.’
Mindful navigators, typically aged 25 and above, balance work, life, and family responsibilities. With many tasks and commitments, they seek podcasts for relief rather than mere distraction. This group shows high reliance on podcasts, with 53% identifying it as a key source of relief.
Mindful navigators reportedly spend up to six hours daily listening to narrative, reflective, or calming shows. They prefer clear, calm, and conversational 30 to 45-minute content, especially between 6:00 p.m. and 8:00 p.m.
Meanwhile, content grazers are generally under 25 and are immersed in different platforms, frequently switching between platforms like TikTok, Spotify, and YouTube. Compared to mindful navigators, only 47% rely on podcasts, spending one to four hours daily while multitasking.
Their podcast listening is often driven by boredom or habit. They are drawn to humour, energy, and cultural relevance in shorter and more dynamic episodes.
John Brylle Bae, research director at The Fourth Wall, said, “Today’s digital landscape presents a generation overwhelmed by multitasking, digital noise, and attention fatigue. Hence, podcasts are increasingly becoming a reset button for silence and mindfulness. This key finding emphasises that engagement is not just about time, but about purpose, opening new strategic ground for creators to better connect with their audience.”
Alan Fontanilla, CEO of The Pod Network Entertainment, commented, “This study not only provides insights into the listenership behaviours of Filipinos but, more importantly, offers a roadmap for action for creators and brands. Podcasts are increasingly becoming an emotional infrastructure. Therefore, creators must understand the importance of designing podcast shows for emotional need, while brands need to realise that podcast ads aren’t interruptions but opportunities to build emotional trust.”
