‘Overstimulated’ Pinoys Drive Podcast Listenership for Emotional Refuge - Study

Manila, Philippines - Filipinos are turning to podcasts for emotional refuge amidst overstimulation from digital fatigue.

This is the key finding of “The Two Faces of the Overwhelmed,” a study conducted by The Pod Network, the country’s leading podcast network, in partnership with socio-cultural research firm The Fourth Wall. The study examined the consumption behavior of the podcast listenership in the Philippines.

The study, which surveyed hundreds of digital users early this year, reveals that more Filipinos are turning to podcasts as tools to cope with feeling emotionally overwhelmed or mentally saturated, a result of today's hyperconnected digital landscape.

According to the study, there are two faces of podcast listeners: the 'mindful navigators' and 'content grazers.' The 'mindful navigators' are categorized as those aged 25 and above, balancing work, life, and family responsibilities, who turn to podcasts for relief. Their overstimulation stems from doing too much, and they seek podcasts for genuine relief, not mere distraction. With a stimulation score of +2.06 and a higher reliance on podcasts (53% identifying it as a key source of relief), ‘Mindful navigators’ spend up to six hours daily listening to narrative, reflective, or calming shows, often during commutes, chores, or end-of-day wind-downs.

Meanwhile, 'content grazers' are those under 25 who are immersed in a multi-platform world, jumping between TikTok, Spotify, and YouTube. They show a lower stimulation score (-1.63) and lighter podcast reliance (47%), listening 1-4 hours per day, often while multitasking. Unlike 'mindful navigators,' their podcast use isn't emotionally anchored but more driven by boredom or habit.

The study also reveals that while podcasts emerged as tools for calm, the emotional value they bring to consumers extends beyond just meditation apps or self-help monologues. 'Mindful navigators' prefer clear, calm, conversational content, with ideal episode lengths of 30-45 minutes, especially during evening de-stressing periods (6:00–8:00 PM). Meanwhile, 'content grazers' are drawn to humor, energy, and cultural relevance in shorter, dynamic episodes.

John Brylle Bae, Research Director at The Fourth Wall, emphasizes the implications for creators, saying, "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 emphasizes 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, underscores the growth and opportunities within the industry.

"This study not only provides insights into the listenership behaviors 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 realize that podcast ads aren’t interruptions but opportunities to build emotional trust."

The "Beyond the Headphones: The Portrait of a Podcast Listener as Filipino" report, released last year, indicated over 17 million weekly podcast listenership in the country, with comedy emerging as the top genre for Filipinos.

You may access the full report via https://thepodnetwork.com/tpn-insider or visit https://thepodnetwork.com/ for more information.

Global Audio Platform Spotify, the Pod Network Launch State-Of-The-Art Podcast Studio in the Philippines

Manila, Philippines — The Pod Network, the leading podcast network in the Philippines, has strengthened its long-running partnership with global audio platform Spotify, launching a co-branded state-of-the-art studio designed to further support the growth of podcasting in the country.

Located in Mandaluyong City, the studio is designed to create a space for local creators to launch high-quality video and audio podcasts, in addition to its regular on-platform programming on Spotify.

The facility is equipped with three professional-grade recording studios, complete video podcast setups with multi-camera options, dedicated event and community activation areas, and integrated data and production workflows, strategically established to cater to the evolving needs of both seasoned and emerging podcasters and creators, while also offering advertisers a premium, brand-safe environment for immersive content experiences.

"This new studio isn’t just about space, but it’s also about scale," said Alan Fontanilla, CEO, The Pod Network. "We're combining creative power, analytics, and distribution to give brands a high-impact way to connect with engaged audiences. With Spotify’s support, we’re creating an ecosystem where Filipino podcasters can thrive, and where advertisers can measure real return on investment."

The new partnership paves the way for more creators in the podcast scene to reach highly engaged Filipino listeners. With over 17 million Filipinos tuning in weekly, podcasting in the Philippines has grown in popularity and shows further growth and evolution. According to the "Beyond the Headphones" study, in collaboration with socio-cultural research firm The Fourth Wall, audiences are not only growing but also shifting toward more dynamic formats, including video podcasts. The study also stated that podcasts surpassed other media platforms, such as online streaming sites, online news portals, and TV, as a preferred source of information for Filipinos.

"At Spotify, we’re committed to empowering Filipino creatives and helping them thrive," said Carl Zuzarte, Head of Studios, Spotify Southeast Asia. "Our partnership with The Pod Network creates a space where creators can push creative boundaries, grow their audiences, and shape culture in the Philippines and beyond. We want creators to see Spotify as a partner in building lasting, meaningful connections with their audiences."

Since 2019, Spotify has been home to The Pod Network's chart-topping favorites like “The KoolPals,” “Lecheng Pag-ibig ‘To with Sam YG and DJ Chacha,” and “Book of Bad Ideas” — each drawing in millions of monthly listeners. The leading podcast network also boasts other popular podcast shows, including “Paano Kung...with Joelle,” “Intellectwalwal with Victor Anastacio,” and “Kwentong Callroom Podcast."

With the studio launch, The Pod Network continues to lead the country’s podcasting movement, balancing entertainment, insight, and community-building while reaffirming its mission to empower Filipino podcasters by providing access to world-class production capabilities and the tools to turn creative passion into sustainable content brands.

The Pod Network announces that it is open for creator bookings, brand campaigns, and collaborative projects. It invites brands, agencies, and creators to shape the next wave of Filipino digital storytelling together.

For more information about The Pod Network, you may visit www.thepodnetwork.com or their Facebook page.

The Pod Network Partners With Award-Winning Audio Production Company Hit Productions to Elevate Podcasting in the Philippines

Manila, Philippines — The Pod Network, the leading podcast network in the Philippines, has announced it is partnering with award-winning audio production company Hit Productions to elevate audio storytelling and drive podcast growth in the country.

A report released by The Pod Network in collaboration with socio-cultural research firm The Fourth Wall revealed that weekly podcast listenership in the Philippines hit over 17 million in 2024, cementing podcasting as an emerging platform for entertainment, thought leadership, and brand engagement. The study also stated that podcasts surpassed other media platforms, such as online streaming sites, online news portals, and TV, as a preferred source of information for Filipinos.

Under this strategic partnership, The Pod Network will receive training and mentorship under the wings of Hit Production's seasoned professionals, particularly on post-audio production, including sound design, mixing, and mastering. The collaboration aims to elevate the production quality of podcasts in the Philippines.

“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,” said The Pod Network CEO Alan Fontanilla.

For Hit Productions, the collaboration opens opportunities to extend their reach into a new, rapidly growing medium in podcasting, which aligns with their legacy of producing high-quality audio experiences.

With over three decades of industry leadership, Hit Productions has been the driving force behind some of the country's most memorable audio productions in advertisements, music, and sonic branding. In 2012, the company won the Philippines' first Gold Lion at Cannes Lions, the world’s biggest advertising festival.

“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," said Hit Productions CEO Vic Icasas.

Launched in 2023, The Pod Network has already cemented itself as the leading podcast network in the country, with over 40 podcast shows produced, over 2 million combined Spotify podcast followers, and 300,000 podcast listenership monthly. The Pod Network is behind hit shows like “The Koolpals,” “Lecheng Pag-ibig ‘To with Sam YG and DJ Chacha,” and fast-rising horror narratives like “Book of Bad Ideas and the frequent Spotify podcast chart-topper, “Paano Kung.”

With Hit Productions’ expertise alongside long-standing partnerships with platforms like Spotify, the partnership enhances The Pod Network's capabilities to craft compelling, high-impact podcast experiences, enabling brands and businesses to utilize a stronger platform to connect with engaged, on-the-go audiences in more meaningful ways.

For more information about The Pod Network, you may visit www.thepodnetwork.com or their Facebook page.

Weekly Podcast Listenership Hits 17M in the Philippines - Study

May 2024 Manila, Philippines - A study reveals more Filipinos are now tuning in to podcasts.

The "Beyond the Headphones: The Portrait of a Podcast Listener as Filipino" report indicates that over 17 million internet-connected Filipinos, or 19.8% of the internet-connected population aged 16 to 64, listen to podcasts weekly. This marks an increase of 2.6% from 2023.

The report, a collaboration among the country’s three largest podcast networks, The Pod Network, Anima Podcast, PumaPodcast, and socio-cultural research firm The Fourth Wall, highlights the growing popularity of podcasts in the Philippines, which boasts an internet-connected population of 86.98 million.

According to the report, which surveyed hundreds of respondents, 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.

 
The report details that the rise of podcasts may be explained by the respondents' prioritization of accessibility (82%) and convenience (74%) when choosing their media platform.

The report describes that the majority of the country's podcast listeners are millennials or Generation Y, or those aged 25 to 34, who live in urban areas such as the Greater Manila area.

The Fourth Wall Research Director John Brylle Bae details Filipinos' listening habits while also stating that the country's growing popularity of podcasts mirrors the global trend of becoming one of the leading sources 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 Bae.

A 2022 study by the Pew Research Center indicated that 67% of American podcast listeners claim that the podcasts they subscribe to discuss news and current events. Of those who get news from podcasts, 87% expect the information to be mostly accurate.

The report also reveals 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.

The study findings were presented during the event, “Podcasts, Pizza, and Pints,” hosted by the three podcast networks, on April 4, 2024, at Clock-In at the Ayala North Exchange, Makati.

The event, in partnership with streaming platform Spotify and sponsored by WOW Fiesta and Breville, gathered over 200 professionals from industries like advertising, marketing, and public relations and featured discussions on the developing podcast landscape in the Philippines.

In addition to discussing the report's findings, the event also highlighted how brands can effectively incorporate podcasts into their marketing strategies. Spotify's Wrapped for Advertisers for 2023 report revealed that podcast ads have accelerated by 40% Year-on-Year (YoY), making them the platform’s fastest-growing ad product.

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.”

Together with Fontanilla, Mel Lozano, Head of Podcasts of Anima Podcasts, and Carl Javier, CEO of PumaPodcast, served as the event hosts.

Aside from the insightful discussions, attendees had the opportunity to interact with some of the country's most sought-after podcasters. Present at the event were Nicole Hyala and Chris Tsuper of Tambalan Podcast, Antoinette Jadaone and JP Habac of Ang Walang Kwentang Podcast, Bianca Gonzales of Paano Ba 'To, Dani Barretto of The Bare It All Podcast, Joyce Pring of Adulting with Joyce Pring, Lyqa Maravilla of Trying Hard with Lyqa Maravilla, and GB Labrador, James Caraan, Nonong Ballinan, and Muman Reyes of The KoolPals.

The report forecasts that podcast listenership will continue to expand, particularly in rural areas, as digital penetration deepens across the Philippines. This trend is supported by the steadily increasing number of internet users, underscoring the emerging role of podcasts as a dominant media platform in the country.

To get full access to the "Beyond the Headphones: The Portrait of a Podcast Listener as Filipino" report and discover more about podcasting trends in the Philippines, you may visit https://thepodnetwork.com/mediakit.

Exploring the Journey of Adverkada: A Dive into ADPR with ADPRODCAST

Get ready to embark on an immersive journey into the world of Adverkada as they share their experiences in ADPR! ADPROS, the Advertising and Public Relations Organization of Students at the Polytechnic University of the Philippines is proud to announce the launch of ADPRODCAST, a podcast series that offers an exclusive peek into the lives and stories of BAPR's advertising students.

ADPROS, known as the home of creative leaders, is dedicated to harnessing the creative and leadership abilities of its members to better serve its stakeholders. With the launch of ADPRODCAST, ADPROS aims to provide a platform for students to share their personal narratives, discuss the impact of the Advertising program on their professional growth, and shine a spotlight on the invaluable contributions of ADPROS.

Tune in to “Catch up with ADVERkada!”, a podcast series spearheaded by ADPROS, as each episode delves into the unique journeys, real-world encounters, and insights of BAPR's advertising students. The primary focus will be on the Advertising program, offering listeners a glimpse into the diverse experiences and perspectives within the BAPR community.

Scheduled to launch on March 22, 2024, ADPRODCAST will be available on Spotify and ADPROS Social Media Pages (Facebook, Instagram, X, TikTok). The objective of this event is to create a compelling series of episodes showcasing the first-hand experiences of students within the BAPR community.

Through ADPRODCAST, ADPROS aims to bring a meaningful journey into the core of the BAPR community, presenting stories that motivate, enlighten, and celebrate the dynamic community inside the program. Join us as we explore the world of Adverkada and uncover the inspiring narratives that shape the future of advertising and public relations.