Study: 53% of Filipino adults over 25 turn to podcasts as emotional refuge

Podcasts are quietly becoming emotional infrastructure for overstimulated Filipinos - especially among adults juggling work, family, and the never-ending scroll. According to new research titled “The Two Faces of the Overwhelmed” from The Pod Network, in partnership with cultural research firm The Fourth Wall, 53% of Filipino podcast listeners aged 25 and above now identify the medium as a primary source of emotional relief.

In contrast, 47% of younger listeners - those under 25 - tend to engage with podcasts out of boredom or habit, rather than emotional need. The divide reveals a dynamic in how different generations engage with content. Dubbed ‘mindful navigators,’ the older cohort uses podcasts as intentional mental reset tools, often turning to them during commutes or post-work decompression rituals.

These listeners clock up to six hours of podcast consumption daily, favouring longer, calming, conversational formats in the 30-45 minute range - far from the rapid-fire content that dominates other platforms.

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Their reliance is rooted in emotional need, not just escapism. With a stimulation score of +2.06 (indicating high levels of cognitive fatigue), these adults are, as the study describes, “doing too much”, and are tuning in not to zone out, but to find clarity and calm.

“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,” said John Brylle Bae, research director at The Fourth Wall, in a release.

“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,” he added.

In contrast, the younger demographic - termed ‘content grazers’ - hover between TikTok, YouTube, and Spotify, clocking one to four hours of podcast listening a day. But their use is more habitual than healing. With a stimulation score of -1.63, this group is less emotionally burdened, seeking background noise more than deep emotional resonance. Their preferences lean toward humour, energy, and cultural relevance, often in bite-sized formats.

Alan Fontanilla, CEO of The Pod Network, noted that the emotional role podcasts now play for adults changes the value proposition for creators and brands alike. “Podcasts are increasingly becoming 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,” he said.

While the study focuses on emotional behaviour, it also carries practical implications. Brands often treat podcasting as an emerging ad channel, but the findings suggest a shift: when 53% of listeners view podcasts as emotional anchors, overly intrusive ads may disrupt the experience and reduce audience receptiveness.

This builds on data from last year’s “Beyond the Headphones” report, which reported 17 million weekly podcast listeners in the Philippines, with comedy as the top genre. That report painted a picture of momentum. This year’s study adds urgency.

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