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The rise of “Podfluencers” on Spotify
by Gabriel Cadiz

Podcasting on Spotify continues to explode, and fans can’t get enough of their favorite show and creators. On Spotify, the leading audio platform, the number of podcasters in the Philippines grew more than ten times in the past five years, with local creators fuelling the market’s growth.

Notably, a new type of influencer has emerged on the scene — “podfluencers”. In the past five years, the consumption of podcasts on Spotify grew eleven times, a testament to the content created that fans crave. Filipino creators lead the charge, where 72% of the podcast consumption comes from local shows.

James Caraan, one-fifth of The KoolPals, one of Spotify’s leading comedy podcasts shared, “Spotify has been a big help in enabling us to reach a wider audience. Spotify not only made podcasting accessible to more Filipinos, but it also took us to another level of “funny”. Podcasting made our jokes resonate with more comedy fans, enabling us to reach those searching for alternative forms of entertainment.” The KoolPals have grown almost 2.5 times from the past year, and even saw a successful turnout of nearly 1,500 fans, as they celebrated their fifth anniversary in May.

Podcasts featuring diverse perspectives and covering different topics, from current events to pop culture, are gaining traction. According to Spotify’s latest Culture Next Report, more and more listeners are finding podcasters more credible. Nearly two-thirds of those surveyed believe podcasting is more trustworthy than other forms of media because it’s representative of more diverse voices and points of view.

This demand for diversity in podcasters is evident in the popularity gains of creators like Gift Boiser and Nicole Andersson. Gift Podcast, named Spotify Philippines’ Wrapped Top New Solo Podcast of 2023, sees creator Gift Boiser discussing topics from romance to school life, resonating deeply with young audiences through her authenticity. “It makes me feel fulfilled reading messages from my listeners saying they can relate to the topics and stories I share. It’s fascinating to know people are going through similar experiences as me. I want my listeners to feel like I’m their friend whom they can casually chat with about anything — school, friendship, our crushes, and more,” Gift Boiser shares.

Meanwhile, Nicole Andersson, one of the OG fashion bloggers in the country, has ventured into podcasting with her show Solo Flight Podcast. Not a stranger to sharing bits and pieces of herself online, Nicole now extends her platform to a more intimate audio format, engaging her audience in conversations beyond fashion. “Many of my viewers from my vlog have been urging me to start a podcast, but I never felt ready — until now. This year, I have finally launched my podcast, sharing conversations I find healing, with the hope of helping others. Podcasting allows me to be more vulnerable and delve into topics on a deeper level, unlike other platforms where conversations feel rushed,” Nicole Andersson shares.

Entering a new podcast era, it’s clear creators on Spotify are in the driver’s seat in driving culture, fueled by fervent and deeply engaged fan bases. For more information, check out updates on For The Record: Podcasts.

Article was based from a press release by Spotify. Minor edits were made by LoopMe Philippines editors.

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