Filipinos are embracing a fresh era of storytelling as video podcasts gain unprecedented traction on Spotify. New insights from Spotify reveal that video podcast consumption soared 4.5 times over audio-only formats. This remarkable rise signals a shift in how listeners engage with content, seeking richer, more immersive experiences.
Carl Zuzarte, Head of Studios at Spotify Southeast Asia, noted that the addition of video transforms the podcast experience into something more intimate and connective, allowing creators to engage with audiences in novel ways.
Fanning the flame of popular shows
Popular podcasts like “Solo Flight Podcast” and “Lecheng Pag-ibig ‘To!” are spearheading this shift by integrating video elements that bring compelling narratives directly to screens. Filipinos are drawn to the added layer of depth these visual elements provide, making stories resonate more intensely.
Many Filipinos appreciate the flexibility video podcasts offer, with options to watch or listen in the background as they go about their day. The additional visual dimension adds to the entertainment value without compromising accessibility and caters to diverse preferences.
Also read: More and More Entrepreneurs are Starting (& Guesting on) a Podcast. Here’s Why You Should, Too.
A shift in media consumption
A study, “Beyond the Headphones: The Portrait of a Podcast Listener,” further emphasizes this transition among Filipinos.
Conducted by leading podcast networks and a socio-cultural research firm, the study found that podcasts have become the most preferred source of information for 50.5% of respondents, outstripping traditional media like TV and news portals.
Over 17 million internet-connected Filipinos tune in weekly, marking a steady increase in podcast engagement.
Alan Fontanilla, CEO of The Pod Network, highlighted this shift’s opportunities, stating that the surge in podcast popularity, blending entertainment with information, provides a valuable avenue “for creators and advertisers to engage an audience that values depth and accessibility.”
Spotify teams up with Tier One Entertainment
To harness this growing trend, Spotify has joined hands with Tier One Entertainment to launch an accelerator program for aspiring Filipino podcasters. The program equips them with tools and knowledge to navigate this new format effectively.
Tryke Gutierrez, CEO of Tier One Entertainment, emphasized the importance of nurturing new talent in the podcasting realm, expressing that the partnership reflects how much both Spotify and Tier One value diverse segments, creating opportunities “to develop the next generation of podcasters.”
The horizon of podcasting in the Philippines
The rise of video podcasts is reshaping how stories are crafted and consumed. This trend offers creators new ways to engage audiences while exploring innovative storytelling methods.
As more aspiring podcasters access resources to expand their craft, an enriched, more interactive podcasting culture is likely to emerge.
Spotify’s commitment to nurturing local Filipino talent ensures that this transformation is not just a fleeting phase but an enduring evolution in how content is created and consumed in the Philippines.
As video podcasts continue to redefine media engagement, the stage is set for Filipino storytellers to captivate audiences like never before.
| Global Entrepreneurs Magazine News Team
