Spotify’s creator investment doubles down on sustained audience growth
Podcasting in the Philippines is entering a new phase – one defined not by viral spikes but by sustained audience growth, meaningful fan communities, and creator-owned brands built for the long term.
This year, The KoolPals and Dear MOR received Spotify’s Creator Milestone Award, a global recognition program honoring their journey and performance. Evaluated quarterly, the global award recognizes the shows that build consistent, returning audiences over time. Other podcasts recognized by the program include Diary of a CEO with Steven Bartlett and Critical Role.
“Podcasting in the Philippines is maturing,” says Carl Zuzarte, Head of Studios at Spotify Southeast Asia. “Success today isn’t about a one-off spike at launch, it’s about building a show that audiences choose to return to week after week. We’re seeing creators expand their formats on Spotify while staying true to their communities. By providing the right insights and support, these shows can grow into long-term creative businesses.”
For The KoolPals, longevity comes from staying deeply connected with their audience and turning the podcast into a shared experience. “We really listen to our community and try to bring their ideas into the show,” says James Caraan. “We keep the engagement alive through both videos, online interactions and live recordings, so the podcast becomes more than a show but an experience. At the same time, our continuous effort to improve the show never stops.”
Over six years, what began as barkadahan-style banter has grown into something bigger than a comedy show. Listeners return not just for the jokes, but for the community built between hosts and fans. The familiarity of their voices has become part of the weekly routine of almost one million followers.
For Dear MOR, longevity takes a different form. As one of the country’s most enduring advice- driven formats, the show has become a staple in listeners’ daily routines. That steady presence, especially for fans sharing deeply personal stories, is what keeps them coming back.
“Consistency to us is our commitment to not only provide quality episodes but also to ensure stories that were shared with us are handled with care. Dear MOR is nothing without the stories. Consistency in honoring their stories is what keeps us going,” says Mark Marcos, Dear MOR producer.
Spotify’s investment in the ecosystem extends beyond recognition. Earlier this year in Cebu, The Pod Network and Cebu Creators Circle partnered with Spotify to host one of the city’s first podcast-focused workshops, part of ongoing efforts to support creator growth beyond Metro Manila.
As the Philippine podcast ecosystem strengthens, loyal audiences are emerging as the foundation for opportunities, from brand partnerships to live experiences and other creator-led ventures beyond on-platform content. For example, The KoolPals brought this to life with their sold-out Rock ‘N LOL Joketober Fest 2025, packing the house with over 1,200 fans for a night of non-stop laughter.
“The ambition we’re seeing across the Philippines isn’t just to launch a podcast, it’s to build something that lasts,” adds Zuzarte.For more information, check out updates on For The Record: Podcasts.
