The Future of Podcasting

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In our fast-paced world, we do our best to squeeze out every minute of our day. With a refined sense of productivity, some of the ways that we can make our daily routine more fulfilled and enjoyable is by listening to podcasts. This form of media has truly redefined the way people share and absorb information.

Just this year alone, there has been a 27% surge in podcast creation, leading to about one million live podcasts to date. The podcast trend has risen in popularity and the story behind its success lies in its versatility and accessibility with minimal efforts required.

Why everybody loves podcasting

One of the things that attracts people to podcasts is their convenience—anyone can listen to them anytime and anywhere. Data collected by Musicoomph shows that 49% prefer to listen to podcasts at home, while the rest prefer to have them playing in the background while doing other things.

This ease of listening to high-quality content while doing day-to-day activities gives podcasts a unique selling point that can attract greater audiences. 

Podcasts cover a wide range of topics. Depending on the listener’s preferences, podcasts have the ability to educate, inform, motivate, and even humor the listener. Musicoomph also discovered that the five most popular podcast genres that people listen to are society and culture, business, comedy, news and politics, and health. 

There are a ton of podcasts worth mentioning here in the Philippines, ranging from comedy, mystery, love stories, and more. Some note-worthy local podcasts include The Linya-Linya show, Creepsilog, and Wake up With Jim and Saab.

Over the years, podcasts have shown great potential—the entertainment sector is already well-established in the podcast world, and traditional businesses are given the opportunity to adapt and catch up with the evolving platform.

A Business-Oriented Podcast

In the world of content marketing, podcasts are now being used to strengthen and further establish brand authenticity. This medium can give the company a platform to present itself as a thought leader in their specialized field, which builds credibility for the brand in its respective or target industry.

Through podcasts, marketers have the opportunity to access a great amount of potential leads for their company, as well as offer something new to the table for its audience. In fact, according to the Edison Research/Triton Digital survey, 54% of podcast listeners are more likely to explore a brand after hearing about them on podcast advertisements. 

Podcasts can also help companies access a diverse audience and convert them to loyal customers, leading the brand to further expand its brand awareness as well. Nielsen revealed in a report that 70% of podcast listeners obtained brand awareness through podcast ads.

The report also states that the listeners of these ads were able to recall the mentioned brands and made them consider their products or services. This is evidence alone that podcasts can ideally help you reach various listeners with the potential of having them become your regular customers. 

Once you have a number of loyal listeners, advertising your podcast may help you get a new source of income. Many companies today are already advertising their products and services through podcasts. According to PwC’s Global Entertainment & Media Outlook, podcast ad revenue is expected to reach $1.6 billion by 2022. 


Podcasts have become such a powerful medium of communication that they are now recorded and broadcasted in over 100 different languages worldwide. As podcasts continuously gain popularity worldwide, this is the perfect chance for you to be a pioneer and take the reins of podcasting here in the Philippines. There are numerous noteworthy local podcasts, but the potential for a business-oriented podcast is a gold mine for those who want to explore it.

It’s also important to note that even small and medium-sized enterprises can take advantage of podcasts as well. A survey by Forbes stated that 39% small-medium business owners are podcast users. Without a doubt, podcasts have been steadily gaining fame and will continue to progress in the years to come. Investing in this form of audio content will certainly give your company an edge against your competitors. Podcasting is a valuable tool and will soon reach higher heights as it takes a major role for business in the future.

Looking to expand your content marketing to new platforms? Schedule a FREE 20-min. consultation with Ambidextr today in our Calendly link:

Visual by: Gabrielle Gunay

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