Tag: The Pod Network

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.”

Philippines – Podcast network The Pod Network is collaborating with audio production company Hit Productions to advance podcast growth in the Philippines.

Through the partnership, Hit Productions will provide The Pod Network with training and mentorship to elevate the quality of podcasts in the Philippines. The audio production company’s roster of seasoned professionals will share their skills in post-audio production, including sound design, mixing, and mastering.

The collaboration enables Hit Productions to extend its reach in the industry, which corresponds to its legacy as an industry leader behind iconic audio production.

With its expertise, Hit Productions is enhancing The Pod Network’s ability to create impactful podcast experiences. It enables brands and businesses to leverage a better platform to engage their audiences.

The podcast network has produced over 40 podcast shows since its launch in 2023. The network has garnered a significant number of followers and monthly listeners in all of its shows.

In a study with the socio-cultural research film The Fourth Wall, The Pod Network has found that podcast listenership in the Philippines has reached over 17m in 2024. This solidifies podcasting’s position as an emerging platform for entertainment and brand engagement in the country, surpassing other streaming sites.

“This partnership signals a pivotal moment for Philippine podcasting. With Hit Productions onboard, The Pod Network is primed to reshape not just the quality of content, but the scale of our impact. We’re helping build as well as shape the future of podcasts locally, one story, one voice at a time, and this move puts the entire industry on notice,” Alan Fontanilla, The Pod Network CEO, said.

“We’ve always believed in the power of sound to connect, move, and inspire —and podcasting is a space where that continues to evolve in exciting ways. Our investment in The Pod Network is a natural extension of Hit’s long-standing commitment to audio. This is about being part of where audio is headed and supporting the growth of meaningful, creator-driven content,” Vic Icasas, Hit Productions CEO, said.

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.