Manila, Philippines – Over 17 million internet-connected Filipinos, or 19.8% of the internet-connected population aged 16 to 64, listen to podcasts weekly, marking an increase of 2.6% from 2023, according to the latest data from socio-cultural research firm The Fourth Wall, in collaboration with The Pod Network, Anima Podcast, and PumaPodcast.
According to the survey, the popularity of podcasts has been rising since 2020. While the Internet (81.9%) and social media (80.8%) remained the most preferred information platforms, in 2023, 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.
It also revealed the most listened-to podcast genres in the Philippines. About 74% of those surveyed revealed they listen to comedy podcasts led by podcasts like The KoolPals, followed by personal development (64%), culture (55%), and politics (49%). The survey suggests that podcast consumers gravitate towards topics that are both entertaining and informative, underscoring their preference for engaging yet substantial content.
John Brylle Bae, director at The Fourth Wall, said, “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.”
Meanwhile, 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 towards audio-first content,” he said.