More Filipinos are getting into podcasts: Here's what they enjoy listening to | ABS-CBN
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More Filipinos are getting into podcasts: Here's what they enjoy listening to
More Filipinos are getting into podcasts: Here's what they enjoy listening to
ABS-CBN News
Published May 08, 2024 02:38 PM PHT
Handout
Handout More Filipinos are tuning in to podcasts, according to a study done by the country's three largest podcast networks (The Pod Network, Anima Podcast, and PumaPodcast) and the socio-cultural research firm The Fourth Wall.
More Filipinos are tuning in to podcasts, according to a study done by the country's three largest podcast networks (The Pod Network, Anima Podcast, and PumaPodcast) and the socio-cultural research firm The Fourth Wall.
The report, titled "Beyond the Headphones: The Portrait of a Podcast Listener as Filipino," noted that over 17 million Filipinos, or 19.8% of the Internet-connected population aged 16 to 64, listen to podcasts weekly. This is a 2.6% increase compared to 2023.
The report, titled "Beyond the Headphones: The Portrait of a Podcast Listener as Filipino," noted that over 17 million Filipinos, or 19.8% of the Internet-connected population aged 16 to 64, listen to podcasts weekly. This is a 2.6% increase compared to 2023.
It also revealed that the majority of the country's podcast listeners are millennials or Gen Y who live in urban areas.
It also revealed that the majority of the country's podcast listeners are millennials or Gen Y who live in urban areas.
Comedy emerged as the top genre, followed by personal development, culture, and politics.
Comedy emerged as the top genre, followed by personal development, culture, and politics.
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"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 patterns is in line with global trends where podcasts serve as a preferred choice of both entertainment and information," The Fourth Wall research director John Brylle said in a statement.
"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 patterns is in line with global trends where podcasts serve as a preferred choice of both entertainment and information," The Fourth Wall research director John Brylle said in a statement.
"Audiences choose podcasts for their ability to seamlessly integrate into daily routines, offering a unique mix of engaging and informative content," he added.
"Audiences choose podcasts for their ability to seamlessly integrate into daily routines, offering a unique mix of engaging and informative content," he added.
The Pod Network CEO Alan Fontanilla, for his part, said the growing popularity of podcasts in the Philippines provides advertisers and marketers with another venue to reach their audiences.
The Pod Network CEO Alan Fontanilla, for his part, said the growing popularity of podcasts in the Philippines provides advertisers and marketers with another venue to reach their audiences.
"We are at an intersection in the evolution of media consumption in the Philippines. As more Filipinos tune in to 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. "We are excited about what's to come as we celebrate and leverage this dynamic shift towards audio-first content."
"We are at an intersection in the evolution of media consumption in the Philippines. As more Filipinos tune in to 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. "We are excited about what's to come as we celebrate and leverage this dynamic shift towards audio-first content."
The report forecasts that podcast listenership will continue to expand in the Philippines, particularly in rural areas, citing the steadily increasing number of Internet users in the country.
The report forecasts that podcast listenership will continue to expand in the Philippines, particularly in rural areas, citing the steadily increasing number of Internet users in the country.
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