More Pinoys are tuning in to podcasts – study

As digital penetration deepens across the country, more Filipinos are now tuning in to podcasts, surpassing other media platforms such as online streaming sites, online news portal and TV as the most preferred source of information, according to a study conducted by three of the country's largest podcast networks.

- RICA DELFINADO

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

The report, a collaboration among the country's three largest podcast networks, the Pod Network, Anima Podcast, Puma Podcast, 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 percent) and social media (80.8 percent) remained the most preferred information platforms in 2023, podcasts (50.5 percent) have surpassed other media platforms such as online video streaming sites (40.4 percent), online news portals (22.1 percent) and TV (19.9 percent) as the most preferred information source.